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Breaking Down Silos: Expedia’s Playbook for Business Transformation

The online travel space had become a battleground of commoditization until Expedia Group decided to rewrite the rules.

In the highly commoditized online travel industry, where price often takes precedence over value, Expedia Group recognized the need for a transformation. Shifting their focus from transactions to enhancing traveller experiences, the company embarked on a mission to break down silos, unite their portfolios and empower customers with technology that instills confidence in their bookings.

Rathi Murthy, president and CTO of Expedia Product and Technology, and Jon Gieselman, president of Expedia Brands, shed light on the transformative power of close collaboration between marketing, creative and technology teams on day 2 of Cannes Lions.

They addressed key questions about driving buy-in, aligning goals, selecting the right people, processes, and technology, and avoiding common pitfalls on the path to business transformation.

Here are some key takeaways from the discussion:

Unlock the collective intelligence of teams through seamless collaboration between product and marketing. This synergy enables open discussions, leading to innovative solutions and enhanced customer experiences.

Embrace the importance of aligning diverse teams with a shared vision. By ensuring everyone understands and works towards the same goals, the transformation journey becomes smoother and more effective.

Never underestimate the power of product and marketing working hand in hand. By fostering a culture of collaboration and mutual understanding, businesses can successfully navigate the challenges and complexities of transformation.

Bottom line? Embracing collaboration and aligning efforts across disciplines can lead to remarkable results and elevate the customer experience in a highly competitive industry.

Marcin Zerek

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