Expedia.com may have outgrown its tagline, "Where you book matters."
In announcing a $1 million Facebook sweepstakes, the FriendTrips Game, Scott Durchslag, president of Expedia worldwide, says the social media contest is a big step in furthering the Expedia Everywhere strategy.
"Expedia Everywhere means that if you are dreaming about travel, booking travel, taking travel, or sharing your travel experience with your friends and family, Expedia will be with you at every step of your journey," Durchslag says.
Social media -- which Expedia, incidentally has been very slow to adopt -- and mobile are "pillars" of Expedia's new strategy, Durchslag says.
Of course, the twin messages of "Where you book matters" and Expedia Everywhere could lead to some confusion.
Actually, it shouldn't matter whether you book on Expedia.com, Expedia's iPhone app, Expedia's Android app or even Expedia's Facebook page, if Expedia eventually exports some booking capabilities to its Facebook presence.
You should book on Expedia platforms -- from Expedia's perspective -- but which one no longer matters.
Expedia already has altered its message since introducing the "Where you book matters" tagline in January 2010. At that time, Expedia indicated that the "company's signature 'dot.com' chorus will remain in place."
But, in recent Expedia videos, the Expedia dot.com jingle that earlier closed the commercials has been dropped in favor of a mere "Expedia" or no chorus at all.
Notice that the following Expedia Unpublished Rates video ends with, "Where you book matters. Expedia."
The dot.com jingle is replaced by the narrator merely saying "Expedia," symbolizing a de-emphasis of Expedia.com in the ad, although you can visually still see the words "Expedia.com" in the final shot.
httpv://www.youtube.com/watch?v=IGWtj4yTEfY
In this era of smartphones, mobile websites, traditional websites, apps, tablets and social media sites, it wouldn't be surprising if the days of "Where you book matters" are numbered.
After all, the new mantra is Expedia Everywhere.