As a global travel leader, Expedia is renowned for its ability to connect people with destinations. However, staying at the forefront of the competitive travel industry requires constant innovation—not just in services but also in creative output and SEO-driven strategies. Rebecca Pinnavanam, Global Content Lead and SEO Manager at Expedia, shared how the company partnered with Digital to scale its creative production and build high-ranking, traffic-driving websites — all without the need to grow their internal team.
In a crowded digital space, Expedia needed to consistently create engaging SEO content and interactive websites to maintain its competitive edge. However, scaling these efforts internally would require significant investment in hiring and onboarding, which wasn’t feasible for their lean marketing team.
“We didn’t just need creative output; we needed it at scale, and we couldn’t justify adding headcount to meet those demands. That’s where Digital came in”, said Pinnavanam.
Expedia partnered with Digital to address their creative needs efficiently. Digital’s role extended beyond traditional SEO services to building interactive, traffic-generating websites and producing engaging content tailored to Expedia’s audience.
The partnership began with a detailed onboarding process where Digital aligned with Expedia’s objectives, brand guidelines, and creative expectations. This foundation allowed Digital to act as a seamless extension of Expedia’s team, delivering creative solutions that required minimal oversight. “From the start, Digital understood our goals and helped us translate them into actionable strategies. They quickly became an essential part of our workflow,” Pinnavanam shared.
Digital developed interactive features like trip planning tools and destination guides, designed to boost user engagement and improve SEO performance. These scalable solutions ensured Expedia could meet growing demands without adding internal resources.
By leveraging Digital’s expertise, Expedia significantly scaled its creative output and enhanced its SEO performance, all while maintaining a lean team structure:
- Improved Efficiency: Digital streamlined the production of SEO-optimized websites, delivering results faster than internal teams or traditional agencies.
- Enhanced Performance: Interactive features and tailored content boosted user engagement, increasing average session duration by 25%.
- Higher Traffic: SEO-focused websites created by Digital contributed to a 41% increase in organic traffic over a 12-month period.
With Digital managing the creative workload, Expedia’s internal team could focus on strategic initiatives and high-impact experiments. This partnership empowered the team to innovate without being constrained by resource limitations. “This allowed us to shift our focus to long-term strategies while they handled the heavy lifting”, Pinnavanam added.
Expedia’s collaboration with Digital demonstrated that scaling creative output doesn’t have to mean increasing headcount. By leveraging Digital’s scalable and efficient solutions, Expedia achieved its goals while maintaining a lean, focused team.