btrax Case Study - Expedia


Expedia work

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.




    Website UI localization
    Usability testing
    Digital marketing




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.

Expedia work
Expedia work

Growth Marketing

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.

Expedia work


Our impact

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


Japan represents the second largest travel market in the world, and is an extremely important part of Expedia’s long-term growth strategy. We are delighted to be working with btrax for their excellent branding and marketing services.

Tim Besse, Director of Online Marketing