Expedia and Wotif union to challenge online status quo

Expedia and Wotif union to challenge online status quo
By admin


With news of a pending takeover of Wotif by Expedia on the verge of finalisation, the Australian travel industry is set to experience a change in the playing field for online travel.

Based on a survey by Roy Morgan, Flight Centre was the most frequently used travel agent used for leisure travel in the last 12 months, however Wotif closely followed with 6.4% of Australians using the online agent to book leisure travel or accommodation.

Expedia placed fifth on the list at 2.3%, proving its influence in the Asia-Pacific region has not been as strong as in other regions. By taking over Wotif, Expedia looks set to expand its presence in Australia and further grow the Wotif brand.

The US-based online travel booking service Expedia has a global reach of more than 20 different partner websites, although not all of these are travel related.

The take-over would have far-reaching implications for the Australian travel industry, extending on the already competitive market for traditional bricks-and-mortar travel agencies.

International Director of Tourism, Travel & Leisure for Roy Morgan Research Jane Ianniello, said “pending shareholder approval, the sale of Wotif.com Holdings to travel-booking giant Expedia for $703 million spells a new era for online travel services in Australia.”

Ianniello added that Expedia has the resources that Wotif.com needs to capture a greater share of the international market, raise brand awareness and remain competitive in an ever-changing market.

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