Expedia Bolsters Its Promise to Streamline by Sharpening Use of Data
Skift Take
Using an American football analogy, Expedia Group is working on technique and drawing up a new playbook during its bye week. The company claims to not care much about market share dynamics now because travel volumes are low, but it is trying to be ready to come back strong when the game resumes.
Expedia Group historically had a ton of customer data to hone operations but the data were siloed, making the company "a blunter instrument" and less-focused than it would have liked.
That's how vice chairman and CEO Peter Kern on Wednesday described Expedia's efforts to turn 17 data feeds into one so the company can get more granularity into its customers' behavior and the company's geographic performance. Expedia has also combined its various brand marketing teams for efficiencies and with the hope they won't end up competing against each other.
Expedia lists 19 brands from Expedia to Hotels.com and Traveldoo on its investor relations site.
In addition to becoming more efficient — the company
