• SEO

Increasing Non-English 
Traffic 14% for Expedia Resulted in $300k in Profits

About the client

Expedia Group, Inc. is an American OTA that owns and operates Expedia, Hotels.com, Vrbo, Travelocity, Hotwire.com, Orbitz, Ebookers, CheapTickets, CarRentals.com, Expedia Cruises, Wotif, and Trivago.

In Marketing We Trust has worked closely with Expedia since 2014. Due to our international SEO experience within APAC, Expedia trusted us with 4 of their 11 Priority Markets to increase their non-brand non-English traffic, Japan, Korea, Hong Kong and Australia.

Challenge

Exceeding Expedia’s goal to increase non-brand non-English traffic by 12%

Enable international customers to read, shop and book in their preferred language and currency

Expedia’s goal was to increase the amount of non-branded SEO traffic to non-English points of sale by 12%.

Our objective was to improve and optimise APAC markets so that Expedia could compete locally in those markets and capture more non-branded SEO traffic.

Our challenge

  • Increase non-brand SEO traffic to non-English points of sale by 12%
  • Audit existing processes and resources to better understand and identify current performance
  • Increase investment and improve processes for non-English language market support and skills
  • Support the long-term goal of maintaining a strong SEO foothold in all markets

Solution

Launched +100 SEO traffic tests across 11 countries, including Japan, Korea, Hong Kong and Australia

Our solution, nicknamed “Project Dragoman”, ran for 1.5 years and focused on optimising SEO elements on the most important and profitable landing pages on each line of the business.

With 11 countries in total (In Marketing We Trust was responsible for 4), more than 100 tests were launched, targeting 13 different page types across two lines of business.

With our international SEO experience in the region, we focused on optimising Expedia’s sites to become more locally relevant and improve their market share in each country. We primarily focused on Japan, Korea, Hong Kong & Australian markets.

Results

Exceeded targets and increased profits
$300k from winning tests

Out of the 100+ tests, 40 produced positive results, leading to immediate rollout, while 59 were inconclusive and 15 showed negative results. From the winning tests, there was an aggregated GP lift of $300K. The majority of the tests focused on Expedia brand sites which saw a traffic increase of over 14% compared to the previous period.

On lodging pages, we targeted the money pages with the biggest potential for traffic uplift. After implementing the successful tests these pages registered an uplift of +18% in traffic for Expedia and 22% on Hotels.com sites.

14%

non-branded non-English SEO traffic increase

$300k

gross profit from winning tests

18%

SEO traffic increase on Expedia

22%

SEO traffic increase on Hotels.com

Testimonials