What was the impact of the 2013 marketing agreement?

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The 2013 marketing agreement between Expedia Inc and Travelocity significantly boosted Expedia's air ticket volumes and was viewed as a successful integration.

The 2013 marketing agreement, which saw Expedia Inc's technology power Travelocity's websites in the US and Canada while Travelocity directed additional web traffic to Expedia, had a direct and positive impact on Expedia's business performance. This collaboration was primarily credited with a substantial increase in Expedia's air ticket volumes.
Increased Air Ticket Volumes for Expedia Inc

Expedia Inc reported a 29% growth in air ticket volumes for the first three quarters of 2014. This significant rise was largely attributed to the volume generated through the marketing agreement with Travelocity, alongside internal improvements made to Brand Expedia's own websites. This indicates that the partnership effectively funneled more customers to Expedia's air travel offerings.
Successful Integration of Travelocity Technology

The integration of Travelocity's operations into Brand Expedia, facilitated by the 2013 agreement, was considered a successful outcome. Analysts noted that the positive results achieved through this prior collaboration made the subsequent acquisition a logical and favourable step for Expedia Inc, suggesting a smooth transition and a proven model for partnership.
Strategic Alignment and Future Outlook

The 2013 agreement laid the groundwork for a deeper relationship, as noted by Expedia Inc's CEO Dara Khosrowshahi. He emphasized that evolving this partnership strengthens the Expedia Inc family's capacity to innovate and offer superior travel experiences globally. This suggests the marketing agreement was not merely a transactional arrangement but a strategic precursor to the eventual acquisition.

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What was the impact of the 2013 marketing agreement?

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