Defined Go-To-Market strategy of new loyalty programme

Context:

Expedia, Hotels.com and Vrbo united the group’s three flagship travel brands under one loyalty programme called One Key. The single loyalty programme drives loyalty earn and spend across all three brands and travel apps.

My role:

The development of a global member communications strategy for transitioning existing loyalty members and mobile app users to the new group-wide loyalty programme One Key that was launched in the US in July 2023.

Solution:

Developed a multi-stage communications programme that informs, reassures and engages existing loyalty members from Expedia and Hotels.com and existing Vrbo customers. The communication goals were to a) engage existing customers with the new loyalty scheme and b) earn and burn loyalty points across Expedia, Hotels.com and Vrbo.

Additionally, I collaborated with UX, Brand and Social teams to ensure messaging in the respective channels and platforms is aligned with the global messaging guideline.

Results:

Good signs of repeat bookings among existing US loyalty members

Increase in new customers for Vrbo driven by existing loyalty members from Expedia and Hotels.com who redeemed their loyalty currency on Vrbo.