In 2001, Expedia Group launched into a purchasing spree. Over the course of almost twenty years, the Seattle journey platform snatched up greater than 40 firms with a mixed value of almost $13 billion.
Among the many manufacturers Expedia controls as we speak are Travelocity, Hotwire, CheapTickets, Orbitz, HomeAway, Vrbo, Egencia and Motels.com, to call just some.
If you happen to’re undecided what every of these firms does or why you’d wish to use them, you’re not alone. Expedia says its clients are confused, too. In reality, media mogul and Expedia Chairman Barry Diller stated throughout an earnings name final 12 months that even the corporate’s personal workers are baffled by its huge constellation of merchandise.
Expedia has since got down to simplify issues, and it’s turning to a former Apple advertising chief to make it occur.
Final week Expedia introduced the hiring of Jon Gieselman, Apple’s former head of promoting for companies, to assist clients make sense of the web journey big’s tangled product lineup.
In an interview with GeekWire, Gieselman said he plans to continue doing at Expedia what he did at Apple: Work closely with product, design, engineering and other tech teams “to come up with amazing experiences.”
“Then it’s really incumbent on marketing to bring those to life in a way that shows people how it changes the way they travel,” he said. “Marketing always begins with amazing customer experiences … certainly [Expedia] has done some of that. But, from my observation as a consumer, I don’t perceive that the company has really been product- and experience-led.”
Arguably no other tech company than Apple has done a better job of making the complex simple for its customers. Apple co-founder Steve Jobs talked endlessly about simplicity.
“That’s been one of my mantras — focus and simplicity,” Jobs told BusinessWeek in 1998. “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
Since Jobs’ death in 2011, Apple has added more than a dozen new varieties of products to its lineup, many of them under Gieselman’s purview. Yet, it has branded those new offerings with a kind of restraint that borders on blunt. When Apple released its watch in 2014, it simply called it “Apple Watch.”
Apple has adopted the same approach with the vast majority of its new products. The company has named its services plainly for what they are or what you do with them: Apple Music, Apple TV+, Apple News, Apple Maps, Apple Podcasts, Apple Books, Apple Pay and Apple Card, for example
It’s been Gieselman’s job at Apple to help customers make sense of those ever-increasing product offerings.
“Think of it as product features that really change people’s lives,” he said.
To get an idea of why Expedia pursued Gieselman, take a look at how Apple’s booming services arm performed over the last year.
Apple reported late last month that second-quarter net sales for its services alone were up 35% to nearly $17 billion compared to $13.3 billion for the same period last year.
Expedia also just hired Rathi Murthy, who most just lately labored with Verizon Media’s 5G and platform applied sciences as CTO, to develop into the corporate’s new chief expertise officer.
In an interview with GeekWire, Murthy stated she envisions deploying AI, machine studying and deep lakes of knowledge to personalize journey experiences for Expedia clients.
For instance, Murthy stated, if she had been touring in London, Expedia’s algorithms might keep in mind the form of resort she enjoys staying in, the airways she often flies and what sort of automobile she likes to lease.
“There’s a whole lot of personalization alternative,” Murthy stated.
The important thing hires come after a troublesome interval for Expedia, throughout which the pandemic gutted the journey trade and the corporate’s revenues spiraled. Expedia, which now boasts a market worth of $24 billion, reported income of $1.24 billion within the first quarter. That was down 44% in comparison with the identical interval final 12 months.
The corporate is relying on a world inhabitants not simply desirous to journey once more however ecstatic on the concept of boarding a airplane after being pent up over the past 18 months throughout pandemic lockdowns and different restrictions.
The journey trade, Murthy stated, is “able to rebound in an enormous means. There’s a lot pent-up demand…. We’re all wanting ahead to getting out of our house and out someplace the place we will create experiences. And we’ve got all discovered to worth these experiences greater than we ever have earlier than due to being in confinement for therefore lengthy.”
Gieselman urged he’ll capitalize on these tailwinds by bringing a bolder and aggressive method to advertising Expedia’s companies.
“I’ve at all times tried to instill a way of fearlessness in my groups,” Gieselman stated. “I feel a whole lot of advertising out there may be very bland. It’s very beige, simply very plain. I feel folks play it protected lots, and that leads to advertising that oftentimes simply isn’t that efficient and doesn’t break by and seize folks’s consideration. So I feel the chance right here is to inject that very same fearlessness.”
“I hope that we will do daring issues, fearless issues and the workforce has an actual sense of mojo, as a result of good advertising comes from confidence.”