‘It starts with the traveller’: How Expedia Group’s new CMO is drilling into data to grow the brand
Six months into the role, Expedia Group’s CMO reflects on the importance of insight to drive repeat custom.
In 2022, Expedia Group shifted its focus from one-off bookings to building repeat business across its portfolio of travel brands, including Expedia, Hotels.com, and Vrbo. This strategic shift is showing early signs of success, with the company seeing a 61% increase in profit during Q3 to $684m (£531.5m), up from $425m (£330.3m) in 2023.
Jochen Koedijk took over as group CMO six months ago after being promoted from senior vice-president of marketing. Having been in the business since 2021, he describes his approach since taking on the top job as “evolutionary” rather than revolutionary, but highlights the pace of change is “much faster than the word evolution would suggest”.
