Expedia: An Inspiring Rewards Campaign
The Challenge
Expedia knew their members were visiting up to 38 other travel sites when planning where to go, which increased the chances of them booking elsewhere. How could we help them increase engagement, in particular with lower tier members, and play a more active role when members were planning their trip?
The Solution
Although practicalities are important, consumers are mostly driven to travel for emotional reasons – the possibilities, excitement, adventure.
We needed to shift Expedia from a functional and efficient booking service, offering transactional rewards – to a trusted travel companion, ready to inspire and facilitate their members next trip.
We created ‘The Check-In’ – a handy monthly travel update for all Expedia Rewards members. The Check-In cleverly combined wander-lust inducing travel content with rewards points data and dynamic ‘nudges’ – to help members better understand their Rewards points and be more inspired with where and how they could use them.
Impact
‘The Check-In’ significantly increased engagement amongst lower-tier members earlier in their holiday planning cycle, and outperformed all their engagement benchmarks including +34% CTR, +30% lower-tier engagement, +19% quality score and a -36% unsubscribe rate.
The campaign also achieved Bronze in the Travel & Leisure category at the DMA Awards 2021.
CLIENT
Expedia
CAPABILITY
AGENCY
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Digitas
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