Expedia

UI Localization and Marketing for Japan Market Entry

btrax helped Expedia localize its UI and marketing strategy for Japan, boosting site traffic by 10x in 3 months and establishing a strong presence in Japan’s competitive travel market.

Expedia work
Expedia work
Expedia work

INDUSTRY

Internet

TARGET MARKET

Japan

DELIVERABLES

Website UI localization Usability testing Digital marketing

Challenges
  • Adapting Expedia’s global brand to fit the unique preferences and behaviors of Japanese consumers.

  • Establishing a strong presence in Japan’s highly competitive travel market, traditionally dominated by travel agencies.

  • Overcoming Expedia's limited experience with the Japanese market to amplify its brand presence.

Our Approach
  • Conducted focus groups to test brand performance, identify strengths and shortcomings, and gather insights into Japanese customer preferences.

  • Created high-performance page layouts to improve the UX design of the website, accommodating Japanese customer preferences.

  • Developed ad campaigns and partnered with travel agencies and airlines to participate in a rewards promotion, bolstering brand awareness and increasing customer acquisition.

  • Provided cross-border and cross-cultural project management to ensure timely execution of the marketing strategy across different countries.

What we provided

We conducted focus group studies to test the brand’s performance in the market in order to identify Expedia’s strengths and shortcomings. Then we created high-performance page layouts to improve the UX design of the website to accommodate Japanese customer preferences.

Raise Brand Awareness

We developed ad campaigns and partnered with travel agencies and airlines to participate in a rewards promotion to bolster brand awareness and increase customer acquisition. Working in different countries, we provided cross-border and cross-cultural project management to ensure that the marketing strategy was executed in a timely manner.

UI Localization and Marketing for Japan Market Entry

Our process helped increase the traffic of the Japanese site by 10x in 3 months and established brand recognition within 6 months. After its launch, Expedia became a top key competitor in Japan’s competitive travel vertical. btrax was entrusted fro further brand localization for Expedia Korea along with TripAdvisor and Hotels.com.

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