Expedia Case Study

Ambition

Expedia's ambition is to reinvent travel just as it pioneered the online travel industry in the mid-1990s. To do this we co-created a new vision in three parts: to expand its relationship across the customer journey; to foresee and prepare for the mobile & social customers of the future; and to create new value from its core strengths.

Action

The first challenge was to align the individual perspectives of senior management. Working with company president Scott Durchslag and his senior leadership, Wolff Olins brought the team together around a series of business modeling exercises that resulted in a compelling vision for the company and its product offering, a new way of working, and the changes that would be required of the company's culture.

We built the strategy around the idea that Expedia inspires, connects, and empowers travelers to create new travel offerings and a vibrant traveler community. This new-found purpose was then harnessed to customer insight and technology trends to help support the creation of a new range of ownable consumer brand experiences.

Impact

The new strategy was revealed to Expedia Inc's 2,200 employees at an event where they all physically signed the brand manifesto. This began a culture program to give employees a sense of purpose and power that aligned with the multi-year strategy. The strategy is being embedded into the overall products, services and communications.