Asia Pacific Branding for Online Hotel Reservations: Expedia, Inc.

By Judy A. Sigauw & Nigel Goodwin

Abstract

Expedia, Inc. was the world's largest Internet-based distributor of travel products, including hotel reservations, air tickets, car rentals, cruises and vacation packages. Having secured market leadership in North America and Europe, the company was in the early stages of expansion into the Asia Pacific region. The case examines this expansion from a marketing and branding perspective and asks whether a business model that succeeded in western markets could successfully be applied to Asian markets. The case focuses on the hotel segment of Expedia, Inc.'s business.

Issues: Positioning, Applying Business Models

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