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
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.
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.
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
Research & Validation
Understand the Japanese market and validate your Product-Solution fit
Localize the brand and its user experience beyond just translating.
User-Centered Marketing and Design Solutions to help you thrive in the Japanese Market.
Growth activities for customer relationship building and fostering loyalty.