Expedia returns to Super Bowl advertising in sign of optimism for COVID-weary travelers


Expedia Group returns to the Super Bowl, offering hope to those who yearn to return to the beach.

The Seattle-based online travel giant confirmed Friday morning that it plans to announce its Expedia.com and Vrbo brands during the Super Bowl LVI broadcast on Sunday, February 13.

Ads haven’t been unveiled yet, but Expedia’s campaign is expected to build on the theme featured in the company’s Black Friday ad (above), which asked, “Do you want a TV, or do you want the spot on the TV?” ? ”

The Wall Street Journal first reported on Expedia’s plans on Friday morning.

“We have been sitting at home ordering things from Amazon and probably buying more junk than we really need. But it’s because we haven’t been able to invest in experiences,” Jon Gieselman, president of Expedia Brands, told the newspaper. He said the ad asks the question, “Do you want to invest in more things or experiences?”

It will be the first time in years that Expedia has advertised during the big game. Last year’s Super Bowl took place in the midst of the pandemic.

Peter Kern, CEO of Expedia Group. (Expedia photo)

Expedia Group posted a 117% year-over-year increase in gross bookings to $18.7 billion, for the third quarter, ended September 30. However, that was before the COVID-19 Omicron variant spread to the US and much of the world. CEO Peter Kern said at that time that the COVID recovery remained “somewhat bumpy” and unpredictable.

Headquartered on the Seattle waterfront, Expedia Group includes travel brands such as vrbo, Orbitz, Hotwire, Trivago, Hotels.com and Egencia, in addition to flagship Expedia.com.

The company recently Deployed a unified loyalty program allowing travelers to accumulate rewards in its various brands, one of the results of a long-standing initiative to connect its different units with a common technology.


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