Web & App Work

In the fall of 2021, Expedia faced a PR challenge to combat the perception that there were no ethical guidelines for how animal-related activities were chosen and sold on our site.
Under direction from top leadership, I worked with a designer, legal team, and technical engineer to quickly create a page of our Wildlife Guidelines.
I took our legal guidelines for our compliance with providing only ethical vendors of wildlife experiences and translated that into plain traveler-friendly copy.
I worked with different wildlife organizations for their endorsement of our practices. I also collected and wrote case studies based on the work from these endorsing organizations and associations.
Within one month’s time, the Expedia Wildlife Guidelines page was completed and uploaded to Expedia.com. Those guidelines have remained in effect and become a gold standard for how to combine ethics, legal compliance and support the Expedia mission statement that “Travel is a force for good.”

In 2023 internal Expedia Group (EG) marketing research revealed that there was a significant uprise in conversion with travelers who shopped and booked on EG apps, over shopping and booking on our websites.
I was asked to create landing page content for each EG brand (Expedia, Vrbo, and Hotels.com) that would highlight the value propositions of each brand while emphasizing the benefits of booking on our apps.
I worked with the UX designer on creating the IA and content hierarchy that displayed the most important information needed to convert that brand’s typical user from website booking to app booking.

I also created additional banner material that would be inserted into particular touchpoints of the website booking user journey.

The results were dramatic. In the first quarter this marketing initiative was implemented, there was a +200% increase (aggregated) in app downloads for each brand, with a 32% uptick in conversion on Expedia and 13% on Hotels.com