Expedia Drops Swagger for a Different Era Under New Leadership
Photo Caption: Screenshot from an Expedia YouTube channel trailer. Expedia Group updated its mission statement.
Skift Take
Expedia Group's mission statement updated from "The World's Travel Platform" to a more modest blurb may be sending a message to its employees. If any were complacent under the old regime, they'd better be full of hustle to tackle a changing competitive landscape.
What's in a corporate slogan? Plenty if you are Expedia Group, which has transitioned from referring to itself as "The World's Travel Platform" to the more humble and truthful, "one of the world's largest travel platforms."
For Expedia-watchers, notice that even the capitalization style has changed in its updated mission statement.
That may seem like less than an earth-shaking difference, as captured in Expedia Group's new and redesigned "Who We Are" website section as of a week ago, but it reflects the retooled corporate mission of CEO Peter Kern, who took on the new job last April, and a fast-changing competitive landscape.
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Skift called out Expedia Group in January 2019 for its arrogant, inaccurate, and U.S.-centric depiction of itself as "The World's Travel Platform," which at the time was under the stewardship of now-former CEO Mark Okerstrom. We wrote that the
