Profit from Partnerships: Use Other Brands
to Leverage Bookings and Improve Loyalty Bryan Lip, Senior Director Partnerships & Global Head of Search, Expedia EAN
Lodging Partner Services
Expedia Technology Group
Your Brand & Economies of Scale
“EAN’s job is to help our partners succeed.”
“It’s a separate company to allow it to do just that.”
Co-opetition for Success
Savvy way to cut costs & boost sales
Focus on your core strengths – demand generation,
unique customer base, re-engagement
Ample scope to create value in joint ventures such
as cost sharing research, best practice
It's not new - Apple and Samsung, Toyota and
Peugeot, Asus and Google.
Total Partner Return™ 7 Keys:
Conversion Average
Order Value
Commission Cancellations Support Costs
Offline Sales
X X X
Loyalty
& Repeat
Customers
- -
Traffic
X
-
Co-brand vs Private Label:
Patterns of repeat bookers to branded sites:
Why is this important?
• Co-branding will lead your customers to return directly to the point of sale
• Protecting your brand is key to it’s integrity and to customer loyalty
At least 50%
come back to
where they
bought
Expertise…
• Doubled total sales…
• Conversion 7-12%
• Millions of incremental $
Using loyalty for repeat business
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Airline 1 Airline 2 Airline 3
% of customers with morethan one transactions onthe partner site
% of GBV from customerswith more than onetransactions on the partnersite
Airline 1- Consistent loyalty offer. 42% of hotel revenue comes from loyal repeat bookers
Airline 2- Airline offers aggressive promotions, but not a consistent program
Airline 3- No loyalty offers
Contact Information: Bryan Lip, Senior Director Partnerships & Global Head of Search
email: [email protected] facebook.com/ExpediaAffiliateNetwork
web: www.ean.com blog.expediaaffiliate.com
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