Expedia Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Expedia analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Expedia marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Expedia.

Let us start the Expedia Marketing Mix & Strategy:

Expedia Product Strategy:

The product strategy and mix in Expedia marketing strategy can be explained as follows:

Expedia is one of the leading travel portals which offers flight bookings, holidays, hotels etc. What sets the company apart from the company is that it has the largest catalogue of offerings across all segments. One can choose from over 150000 hotels and 300+ airlines. Expedia’s mobile and web-based solutions are very technology driven and aims to simplify problems faced by travel enthusiasts. It meets the need for consumers by providing a wide variety, easy access, deals and coupons and most importantly, feedback from users. The products of Expedia are for travellers of all types. They range from businessmen or women to leisure travellers. The company provides various services as a part of its marketing mix like vacation packages, car rentals, flight bookings, hotel bookings, cruises, things to do at the destination, etc. The company is innovative and has pioneered the online travel industry. Expedia has revolutionized the way people research, plan and book travel.


Image: Wikimedia


Expedia Price/Pricing Strategy:

Below is the pricing strategy in Expedia marketing strategy:

Expedia offers various discounts, offer packages and seasonal sale to attract customers and gain the loyalty of customers. The pricing of the services of the company is done keeping in mind that the company's motive to tap the major chunk of the demographics, that is the middle class. The company also provides premium services mainly targeted towards the high-end customers.


Expedia Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Expedia SWOT Analysis, STP & Competitors

Expedia Place & Distribution Strategy:

Following is the distribution strategy of Expedia:

Expedia has its headquarters in Bellevue, Washington. The building in which the office is located is known as Expedia building. The company has localized its offerings according to the needs of various countries it is located at.

It has a major presence in United States, Hong Kong, China, Brazil, Sweden, Japan, India, etc.


Expedia Promotion & Advertising Strategy:

The promotional and advertising strategy in the Expedia marketing strategy is as follows:

Expedia stood third in the list of most admired internet companies, after IAC and Google. It was also named Americas best-managed companies. The company was the first one to launch mobile eternity, new find your campaign. It also won the mobile app awards. The company won the People’s Voice award. The company is very active in social media and engages deeply with its customers, launches frequent campaigns which have been a hit with consumers. Expedia launched an online campaign called Friend trips. Post this, more than 200000 friends were invited by people on planes to travel to partnering destinations. More than 20000 stores and photos were uploaded. It is evident that the Friend trips campaign not only fired up its Facebook page but also increased its total bookings. Expedia is also present in video websites like Youtube always uploading new content, campaigns and keeping its audience engaged. The company follows up to its users via regular tweets. It also listens to its customer's grievances on the same platform.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Expedia.


Process:

Under the name, Expedia Inc lies a host of brands catering to its wide base of customers. They are, Hotels.com, Hotwire, Egencia, Elong.com, Venere.com, Media solutions. The company is backed by able supply relationship teams. These teams comprise of more than 1000 travel industry experts and revenue management experts. They are located in places all around the world. These teams work closely to achieve their distribution objectives.


People:

Rich Barton, the first CEO of Expedia said that the word Expedia comes from the combination of exploration and speed. In March 2017, Chelsea Clinton was named to the board of Expedia. The company is spreading over more than 60 countries and employs more than 150000 people. The workforce is a mix of a diverse group of people from different expertise and cultures.


Physical Evidence:

Expedia is the world’s largest travel company and is situated in more than 30 companies. Its physical evidence can be seen on its online websites, apps and its host of subsidiary companies. Its apps have been downloaded over 16 million times. The company caters to over 60 million travellers each month in over 60 countries. This concludes the marketing mix of Expedia.


About Expedia:

Expedia is an American travel company. It is the parent company of many global travel companies. The company was initially developed under a wing of Microsoft in the year 1996 and later spun off as Expedia. The company operates more than 200 travel booking websites and is spread across more than 75 countries. Most of these companies are travel fare aggregators and travel metasearch engines. Some of them are hotels.com, trivago, Venere, HomeAway, etc. In the year 2003, the company was purchased by IAC. In the year 2011, the company launched trip advisor media group. In the year 2012, the company bought a major chunk of share in the metasearch engine giant Trivago. During this period Expedia also acquired Via Travel. It was the largest travel company in Norway. These acquisitions boosted the revenue of Expedia and made it the number 1 travel company in terms of earnings. In the year 2014, Expedia acquired Wotif.com. In 2015, the company acquired Travelocity, Orbitz, HomeAway. All these companies became a part of the portfolio of Expedia, making it the biggest company in the travel segment.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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