Expedia Group unifies loyalty programmes into unique rewards platform

US: Expedia Group has announced plans to unify and expand the respective loyalty programmes across its brands into one global rewards platform.

Claiming to have more than 145 million members across its current and separate rewards programmes, Expedia Group says that its customers will be able to benefit from unique member pricing discounts and the ability to earn and redeem rewards across all of its brands, including Expedia, Vrbo, Hotels.com, Travelocity and Orbitz. The new programme will apply to vacation rentals, flights, hotels, car rentals, cruises and activities.

Jon Gieselman, president of Expedia Brands, said: “Everything we do is in service to customers, creating travel products and features that are simple to use and even more rewarding for those who travel with us. We want our customers to get the most of their travel experiences, plain and simple.

“No one needs to do anything right now, but soon their current rewards will be even more valuable, as they will gain access to the world of Expedia Group through one consolidated, easy to use programme,” he added.

In addition, Expedia Group claims that its Member Only Deals and loyalty rewards have saved customers “nearly $10 billion” on travel alone.

The company now plans to build on its existing loyalty offerings, such as member pricing, reward boosters, upgrades and social amenities.  The unified and upgraded programme will continue to be free for members to join, while current members will still be able to earn rewards through their existing programmes.

The move follows a major overhaul of Expedia Group’s operating structure in May, which was reorganised into four key pillars: Expedia Services, Expedia Brands, Expedia Marketplace, and Expedia for Business.

Expedia Brands houses Expedia’s consumer-facing businesses and focuses on bringing to life unique experiences to connect the world through travel. Jeff Hurst, previous president and co-lead of marketing, was named COO of Expedia Brands, reporting to Gieselman.

Expedia Services, which includes data and artificial intelligence, e-commerce, payments, and customer experience, focuses on evolving the company’s technical strategy and underlying platform.

John Kim, formerly president of Platform & Marketplaces, is now president of Expedia Marketplace, which oversees strategy, product, technology, and operations for all lines of business – lodging, air, car, cruise, and activities – and bringing Expedia products to life to create “locally relevant and customer-centric travel experiences”.

Expedia for Business, led by Ariane Gorin, oversees the future of Expedia’s B2B relationships and optimising its connections with the travel ecosystem.