Top News

Expedia India plans to spend Rs 25 crore on branding campaign in 2011

by Satrajit Sen

US-based travel portal Expedia.com is planning to spend Rs 25 crore in 2011 on a 360 degree branding campaign to promote its Indian arm Expedia.co.in, according to a senior official of the company. To be launched in February, the campaign will include activities in print, outdoor and online. For online media activities, Expedia India will go for performance driven marketing model. Expedia launched its India operations in 2008.

by Satrajit Sen

US-based travel portal Expedia.com is planning to spend Rs 25 crore in 2011 on a 360 degree branding campaign to promote its Indian arm Expedia.co.in, according to a senior official of the company. To be launched in February, the campaign will include activities in print, outdoor and online. For online media activities, Expedia India will go for performance driven marketing model. Expedia launched its India operations in 2008.

Speaking to AlooTechie about the company’s journey so far in India, Dan Lynn, managing director and vice president, APAC, Expedia, informed that out of 2.5 million daily customers that the company gets worldwide, 5 per cent comes from India and out of the company’s total global revenues, 1 per cent comes from India presently.

According to Dan Lynn, around 60 per cent of the company’s Indian business is done for domestic travel and the rest for international. “In 2011, we plan to increase the Indian visitor count by 150 per cent and increase Indian transactions by 100 per cent. And we hope this branding campaign will help us attain those figures in India,” Dan Lynn said.

Discussing Expedia’s approach and recent initiatives for the Indian market, Dan Lynn said that the company is aggressively focussing on domestic hotels and travel deals for the Indian consumer.

According to Lynn, Expedia.co.in has already tied up with 2,500 hotels across India and also provides ticket bookings for all domestic airlines. Initially, at launch in 2008, Expedia.co.in only offered hotel rooms, most of them being international.

Dan Lynn further informed that Expedia has already spent Rs 20 crore for technological developments across APAC region with special emphasis in India. “According to Hitwise, till the first week of January 2011, we were ranked as the 10th popular travel website in India and by the end of 2011; we want to feature ourselves among the top five,” he said.

“Expedia is looking at the Indian travel industry as the next big market to tap. Towards this end, it has invested extensively in understanding the Indian consumer and is looking to cater to them with innovative solutions. While some believe that the OTA (online travel agency) market in India is quite cluttered, Expedia’s research has shown that the Indian consumer is willing to experiment and if the company is able to provide the right global products at competitive prices, the market potential is immense,” Dan Lynn added.

Show More

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Close