Expedia has confirmed its new logo and branding will be extended to other country sites - but the widely debated new tagline may be modified market-by-market.
An official says the company plans to roll out the new image worldwide over time but it has yet to make a decision if the "Where You Book Matters" script will accompany it.
The new marketing is being accompanied by three TV adspots in the US - the first of which launched this week.
Expedia's official announcement finally shed some light on the subtle shift in strategy with the new tagline.
Brand marketing VP Paul Leonard says:
“We seek to change the mindset of many travelers that it doesn’t really matter where you actually book your travel. We’re also choosing to strike a different tone in our advertising than the rest of the industry, one that recognizes that our travelers are confident people looking for a terrific partner to get them the trip that they want, and are not helpless people in need of a protector.”
Behind the scenes there has probably been a serious examination of what the USP is for Expedia in the face of significant competition, but while still retaining a strong place in the market and across a variety of sectors such as air and hotel.
"Leveraging their strong position seems like a smart place to go," says one senior marketing figure in the US.
There is also a suggestion that the branding signifies how important the unmanaged business traveller segment has become to Expedia with the move away from the playfulness of the previous identity.