Important Changes for Expedia

This beginning of year is an important time for the OTA Expedia. As well as changing its logo which is now more refined and sophisticated, the company aims at changing travelers' state of mind. In an article published on the 07th of Janueary this year, Expedia unveils its new strategy: contrary to most of their competitors, Expedia is willing to prove that their customers are confident people who can trust the site for booking a great trip at the right price. "Where you book matters" is the new tagline and its message is clear: if you book on Expedia rather than another OTA, it will make a difference.
Today's tendency from travel agencies is indeed to protect customers, probably a direct consequence of the economic downturn, and Expedia's marketing team fear that in the short term, people will believe that booking a trip is a mistake and will feel sorry. Expedia apparently wants to convey a more positive message, considering that their customers need not be protected but rather guided with their needs.
I think this is excellent timing for Expedia to implement such an important marketing change. The logo looks more serious, which serves the need to trust the site for fulfilling customers needs.
Similarly, the new optimistic message conveyed was very much needed in an industry which was severly hit by the crisis. Customers booking on Expedia do not have to feel guilty for going on trips as long as they know they got their value for money.