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Thread: Expedia is a great example of how software can disrupt large, antiquated industries by
* Aggregating supply
* Removing middlemen
* Giving tools to consumers
* Holding supply accountable
This applies to any sector w/ middlemen, low transparency and dated systems.
* Aggregating supply
* Removing middlemen
* Giving tools to consumers
* Holding supply accountable
This applies to any sector w/ middlemen, low transparency and dated systems.
Expedia started as an internal project at Microsoft focused on advanced search technology.
It aggregated hotel, airline and car rental information that was highly fragmented and only available to travel agents.
People doubted that consumers would want to book their own travel
It aggregated hotel, airline and car rental information that was highly fragmented and only available to travel agents.
People doubted that consumers would want to book their own travel
Travel Weekly on Expedia's launch:
"There may be a small percentage of do-it-yourselfers who want to book electronically, but most people think their time is too valuable"
It was not obvious that everyday people could book their own travel.
Travel agents were trained experts!
"There may be a small percentage of do-it-yourselfers who want to book electronically, but most people think their time is too valuable"
It was not obvious that everyday people could book their own travel.
Travel agents were trained experts!
Expedia's first ad campaign urged consumers to access "the same reservation system" that travel agents used.
It gave consumers information and the right tools to do-it-yourself.
It gave consumers information and the right tools to do-it-yourself.
As the platform continued to add more features: improved customer support, price guarantee, airline seat selection...
Consumers became increasingly sophisticated in how they booked travel and their overall expectations continued to increase over time.
Consumers became increasingly sophisticated in how they booked travel and their overall expectations continued to increase over time.
As a result, Expedia could hold supply accountable using tech and people:
* Individual property & chain level reporting
* Standard definitions of quality: star ratings
* Expedia account managers: regional reps who support portfolio of accounts
* Individual property & chain level reporting
* Standard definitions of quality: star ratings
* Expedia account managers: regional reps who support portfolio of accounts
This model can be applied to a number of sectors like healthcare, education & professional services.
Expedia introduced doubt to skilled travel professionals & gave power to unskilled consumers before they were ready.
This is how we disrupt large, antiquated industries!
Expedia introduced doubt to skilled travel professionals & gave power to unskilled consumers before they were ready.
This is how we disrupt large, antiquated industries!
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