2009-11-03

Will Expedia’s Multi Brand Strategy Succeed in China?

Will Expedia's Multi Brand Strategy Succeed in China? November 4, 2009 TripAdvisor's acquisition last week of Kuxun.cn, China's number two travel search engine, kicked off its ambitious investment plan of US$50 million in China's burgeoning tourism market over the next two years. Kuxun will join many other Expedia-owned online travel companies in challenging China's number one online travel company, Ctrip, whose market share is five times bigger than that of its nearest rival. These include eLong (China's number two online travel agency acquired by Expedia in 2004), Daodao (the recently launched Chinese travel-review Web site owned by TripAdvisor), and Egencia China (the travel management unit). In recent years, Expedia has demonstrated the synergy inherent in its multi brand strategy and has built unparalleled competitive advantage over its competitors. It will take a long time to prove the combination of eLong+Kuxun+Daodao+Egencia is working in China, but according to PhoCusWright's Emerging Online...

This post was originally posted by phocuswright @ PhoCusWright's FYI.
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