Expedia unveils multi-million dollar support package for partners
Expedia Group is pledging $275 million to help its travel partners rebound from the impact of Covid-19.
The support includes an estimated $250 million worth of marketing credits, reduced and delayed commission payments for hoteliers alongside $25 million in credits for joint marketing campaigns for destinations.
If a property opts to participate, Expedia will take 25% of the commission it earned from that property in 2019 and turn it into marketing credits.
It is also reducing commissions from partners by 10% for three months and extending some payment deadlines to provide additional financial relief.
It said marketing credits and financial relief measures will become available to partners based on recovery signals, including demand trends, in their specific markets.
"This approach will provide Expedia Group partners with the support they need when it will be most beneficial," it said.
It is also sharing free training and education videos for furloughed and laid off workers that it created for its own workforce.
Meanwhile, Expedia is using a new analytics tool called Market Insights to help it better understand when demand will return to a particular market.
The tool, now live, measures website traffic, stay dates, and demand source markets and is free for all partners using Partner Central.
It is also rolling out a series of global brand campaigns, including an online campaign called Where Next?
It says engagement in the campaign shows promising customer intent, attracting 30,000 visitors in the first weeks.
The campaign will run until mid-June and is available on any device across Expedia Group brands.
Expedia has also added a new feature for accommodation providers so they can highlight health and hygiene measures at their properties.
The measures are based on research carried out among its partners in April 2020 which showed they want support from OTAs in four priority areas as they look to rebound from the pandemic.
Thesse areas were: demand trends insights on leisure and domestic travel; investments in marketing and demand generation for travel and destinations; increased visibility on Expedia Group’s sites; and financial relief.
"There is no ‘one-size-fits-all’ plan for recovery. Restoring travel will take an unprecedented level of partnership across public and private sectors, and a deep understanding of what our partners need," said Cyril Ranque, president Travel Partners Group at Expedia Group.
"This recovery program is the first step in our long journey to rebuild a more resilient, inclusive, and sustainable global travel ecosystem."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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