April 05, 2017

Expedia plans to increase marketing spend in Europe


Expedia has not been aggressive in its marketing spend in Europe lately. But its global head of retail, Gary Morrison, says that strategy is about to change.

The flagship brand of Expedia has recently not seen as rapid growth in the UK and Europe as some of its largest rivals, such as Booking.com, have. But the company plans to be more assertive and innovative in its marketing spend to close the gap in nights booked on Expedia.co.uk and its sister brands.

“For brand Expedia, it’s incredibly important that we figure out some innovative way to getting ahead of competitors, whether it’s via TV brand advertising, or programmatic advertising, or another channel — or a mix of channels,” said Gary Morrison, senior vice president and global head of retail at Expedia.

Morrison offered an explanation for Expedia’s lagging pace in marketing in Europe while he was interviewed today in London at the first Skift Forum Europe. Last year, he said, the parent company has had to focus on digesting its recent acquisitions of Orbitz, Travelocity, and Wotif.

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