Cloudy online travel

Two major online travel companies, Expedia Group and Booking Holdings, have been renamed and rebranded in the past two months.

Expedia Inc. announced last month that it changed its corporate name to Expedia Group, as well as launched a new brand identity. Among the 20+ travel brands in their portfolio are Expedia®, Hotels.com®, trivago, Orbitz®, Travelocity®, CheapTickets®, and Hotwire®.

This came on the heels of The Priceline Group changing their name and brand identity to Booking Holdings in February. Booking Holdings’ brands include Booking.com, priceline.com, KAYAK, agoda.com, Rentalcars.com and OpenTable.

What is interesting here is less the new Expedia Group brand identity, which consists of a stylized lowercase “e”, and the custom font which includes that “e”. It looks (to use a highly technical term) weird. The interesting aspect, of both Expedia and Booking, are the decisions to use the brand name of one of their brands, but with a different logo and brand identity.

In Booking Holding’s case, they changed their name from Priceline, which was operating only in the US, to their largest global brand. That is understandable. But if there is value in the corporate entity being associated with its leading brand, why is there a different logo?

Clearly the same reasoning exists with the corporate Expedia being known by the same name as one of their strongest brand, yet they have an aggressive corporate look that has no relation to the brand.
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Some companies have opted for a different corporate name from any of their product brands. That’s the case with Mondel?z International. This company’s wide portfolio includes such well-known brands like Cadbury, Nabisco, Dentyne and Trident, among others. It is probably a safe bet to guess that most consumers have no brand awareness of Mondel?z. Does it matter? Clearly, they decided that it doesn’t and, like Proctor & Gamble, consumers’ focus should be (rightly) on the product brands.

There are also corporate brands that reflect the merger of two or more brands, such as Colgate Palmolive, or Dr. Pepper Snapple. Pepsico’s logo is different today from the Pepsi brand logo, but at the time it was created, the logotype was an extension of the Pepsi brand logotype, creating an undeniable visual link to its namesake brand.

A last example, Nestlé, uses the Nestlé logotype (mostly without the bird’s next symbol) on a variety of products. There are specific holding-shape logos for Nestlé chocolate, water and ice cream products. Nestlé also has a number of well-known brands that stand alone, without a Nestlé endorsement.” So where does that leave Expedia Group and Booking Holdings? There is little doubt of the associative value to their respective main brands. But without seeing any of the market research that might have swayed the companies in their decision-making, it would appear as though both companies opted to have it both ways: as a corporate brand linked by name to their principal brand, while at the same time wanting to distance the corporation’s identity from their product brands.
Clarity has its merits, yet both Expedia Group and Booking Holdings have opted for the cloudy brand strategy.
expediagroup.com
bookingholdings.com