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Expedia targets Asia Pacific with new advertising campaign

Analysis

Expedia is pushing its Asia Pacific focus in 2011 with a new advertising campaign in Australia and New Zealand, highlighting the fact that it does not charge airline booking fees. The company scrapped flight booking fees in the region in late 2009.

Summary
  • Expedia is focusing on the Asia Pacific region with a new advertising campaign in Australia and New Zealand.
  • Expedia does not charge airline booking fees in the Asia Pacific region.
  • Expedia plans to launch sites in Malaysia and Thailand by the end of April 2011.
  • Expedia aims to enter four to five more markets in the Asia Pacific region in the second half of 2011.
  • Online bookings account for 24% of the travel market in the Asia Pacific region.
  • Shares in Flight Centre and Amadeus experienced a decline in their share prices.

Expedia plans to launch sites in Malaysia and Thailand by the end of Apr-2011 and has another four to five markets in the region it plans to enter in 2H2011. Online bookings account for 24% of the travel market in the Asia Pacific, compared with 40% in North America and 36% in Europe.

Shares in Flight Centre fell 4.5% yesterday, while Amadeus shares fell 1.1%.

Selected Others daily share price movements (% change): 15-Mar-2011

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