Expedia Group has rolled out its latest rewards program, and it’s designed to stand out rather than compete directly with rivals.
According to Chief Executive Officer Peter Kern, there are millions of people who often don’t accrue enough rewards with a single loyalty program, and that’s where Expedia’s One Key comes into play.
Kern discussed the new program at the Skift Global Forum in New York, emphasizing that “the vast, vast majority of people never earn enough benefit with any reward program.”
One Key, launched last month, aims to streamline the rewards experience by uniting it across Expedia Group’s three travel brands: Expedia, Hotels.com, and Vrbo.
Kern highlighted the simplicity of the program, stating that “It’s really powerful because it’s simple.” Initially introduced in the U.S., it is set to expand globally next year.
With One Key, customers can earn “OneKeyCash,” which can be redeemed for future bookings. This approach is particularly beneficial for those who are not loyal to a single brand, making it an ideal choice for a broad audience.
It’s important to note that OneKey is not positioned as a direct competitor to loyalty programs offered by major hotel chains like Hyatt Hotels Corporation, Marriott International, and Hilton Worldwide Holdings.
Kern emphasized, “It’s not an ‘either-or’ situation; it’s really additive.” Expedia’s One Key aims to provide a distinct and valuable loyalty experience for travelers.
