Expedia
UI Localization and Marketing for Japan Market Entry
As a global business, Expedia knew that Japan was an extremely important country to incorporate into its long-term growth strategy. Its goal was to become a dominant player in Japan’s competitive travel vertical. Expedia faced the challenge of localizing its brand to fit the Japanese market, which historically made travel arrangements through travel agencies. Expedia was looking to amplify its brand presence, though it had limited experience with the Japanese market.
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.
