Expedia Group Integrated Campaign
Marketing design, UX/UI, Motion
Turning complex travel technology into better travel experiences.
Client
Expedia Group
Role
Visual designer, creative lead, art director
Timeline
8-12 weeks per campaign
The Problem
Expedia Group’s B2B business depends on helping hotel and travel partners succeed within a complex digital marketplace. Partners must understand evolving traveler behavior, navigate new distribution and advertising tools, and quickly identify opportunities to improve visibility, bookings, and revenue.
Marketing campaigns therefore need to translate complex travel technology, data insights, and platform features into clear, actionable stories that partners can understand and implement across their businesses.
Considerations
These campaigns required balancing product education with compelling storytelling across a wide range of channels and partner touchpoints.
Key considerations included translating technical concepts into accessible visuals, maintaining consistency across Expedia Group’s partner marketing ecosystem, and designing experiences that worked across global audiences and multiple formats, including web, email, social media, webinars, video, and sales enablement materials.
Criteria
Successful campaigns needed to clearly communicate product value, simplify complex concepts, and drive partner engagement and adoption. Design solutions prioritized clarity, strong visual hierarchy, modular systems that could scale across channels, and storytelling approaches that highlighted both insights and actionable next steps for partners.
Focus area
I lead as a designer and creative partner, working across art direction, UX/UI design, campaign systems, and visual storytelling. My role involved shaping cohesive visual frameworks, guiding creative execution across multiple touchpoints, and collaborating with marketing, product, and content teams to ensure each campaign delivered clear, engaging experiences for Expedia Group’s global partner audience.
Optimized Distribution
I led design and art direction for an integrated marketing campaign introducing Optimized Distribution Rates, a product designed to simplify hotel rate distribution across Expedia Group’s global partner network. The campaign translated a complex B2B travel technology product into a clear and compelling story across multiple touch-points including; product pages, blog content, webinars, video, email campaigns, and sales enablement materials like one-pagers.
Through cohesive visual direction and storytelling, the campaign helped partners quickly understand the product’s value while driving awareness and adoption across Expedia’s partner ecosystem.
As part of the Optimized Distribution campaign, I led the visual design and art direction for a partner-facing webinar presentation. The deck translated a complex B2B travel distribution product into a clear visual narrative using diagrams, data storytelling, and branded presentation design to help partners understand the product’s value and adoption benefits.
To support clarity, I developed simplified system diagrams and visual frameworks that illustrated how the distribution model works within Expedia Group’s ecosystem.
A consistent slide structure, iconography, and data visualization approach helped guide viewers through complex concepts while maintaining alignment with the campaign’s broader visual language.
01 Webinar
To support the launch of Optimized Distribution Rates, I led the visual design and art direction for a series of partner-facing email campaigns encompassing 2 dozen emailed aimed at driving product awareness and webinar participation.
Two coordinated campaigns supported the launch. The first introduced the product, explaining what Optimized Distribution Rates is, how it works, and how partners can get started. The second campaign invited partners to join a live webinar, providing an opportunity to learn more directly from Expedia Group marketing leaders and see the product’s value in action.
To drive engagement with busy hotel partners, I designed clean, highly scannable layouts with clear typographic hierarchy, concise benefit-driven messaging, and prominent calls to action. Consistent imagery, brand styling, and modular email components ensured the designs aligned with the broader campaign while remaining flexible across invitations, reminders, and follow-up communications.
02 Email Campaigns
Our marketing team often used one-pagers and informational PDFs used by partner marketing and sales teams. These assets served as concise leave-behinds that explained key tools, features, and setup processes for hotel partners exploring B2B distribution.
The designs translated complex product details into clear, scannable layouts using structured content blocks, diagrams, and visual highlights to emphasize key benefits. A consistent visual system ensured these materials aligned with the broader campaign while remaining practical resources partners could easily reference and share.
03 One Pagers
As part of the Optimized Distribution Rates campaign, I led the design of several partner-facing web experiences that educated hotel partners about the product and guided them toward adoption. These pages translated a complex B2B distribution model into clear, structured digital experiences that balanced product education with marketing storytelling while aligning with Expedia Group’s partner platform design system.
Product Page
I led UX/UI design and visual direction for the Optimized Distribution Rates product landing page on the partner platform. The page was designed using Expedia Group’s design system and a modular layout approach, allowing content blocks to scale and adapt across different marketing and product needs.
The design focused on simplifying a complex distribution model through structured sections, clear value propositions, and visual storytelling elements that helped partners quickly understand benefits, processes, and setup requirements. Modular components also enabled the marketing team to reuse and adapt sections across related campaign pages while maintaining a cohesive experience
Blog Post
For the campaign’s educational content, I designed the visual layout and imagery for a blog post explaining the benefits of B2B distribution rates for independent and regional hotel brands. Working within the existing blog template system, I focused on elevating the storytelling through strong imagery, content hierarchy, and scannable formatting.
The design helped transform a long-form educational article into a more engaging reading experience while maintaining consistency with the broader partner content ecosystem.
04 Web
We created several product explainer video designed to introduce concepts and products to partners. The videos translate complex tools and ideas into a clear narrative that demonstrated how partners can expand their reach and access new demand through Expedia Group’s network.
I developed the storyboard and narrative structure, exploring how to adapt the campaign’s illustration standards for motion and how abstract product concepts could be visually represented through animation. I also sourced supporting video assets and collaborated closely with a motion designer to guide pacing, transitions, and visual style, ensuring the final piece aligned with the campaign’s broader creative direction while remaining engaging and easy to understand.
05 Video
Accelerator
Accelerator is Expedia Group’s sponsored visibility tool that allows hotel partners to increase their property’s placement in search results and reach more travelers across Expedia Group marketplaces. By boosting visibility at key moments in the booking journey, the tool helps hotels drive incremental demand and compete more effectively within the platform.
To support awareness and adoption, our marketing team developed an integrated campaign designed to educate partners on how visibility impacts performance and how Accelerator can help improve it. I contributed design and creative development across multiple campaign touchpoints, including product explainer videos, blog content, email campaigns, social media assets, and sales enablement materials, creating clear, engaging visuals that translated a complex advertising product into accessible partner-focused storytelling.
As a cornerstone asset of the Accelerator marketing campaign, I led the art direction and visual storytelling for a product explainer video introducing the tool to hotel partners. The video was designed to help hotel partners understand how Accelerator can boost property visibility in Expedia Group search results and drive incremental bookings.
I developed the storyboard and narrative structure, translating the product’s advertising and visibility concepts into a clear, engaging story. Working closely with a motion designer, I explored how to adapt the campaign’s illustration standards for motion and how abstract product mechanics such as visibility boosts and budget control could be visually represented through animation. I also sourced supporting video assets and guided pacing, transitions, and visual style to ensure the final piece aligned with the campaign’s broader creative direction while remaining accessible and easy for partners to understand.
01 Video
For the Accelerator marketing campaign, I created a series of targeted partner emails that helped introduce the tool and highlight actions hotels can take to improve visibility on Expedia Group marketplaces. The campaign focused on educating hotel partners about the factors that influence visibility on Expedia Group platforms and how Accelerator can help improve search placement and bookings.
Working within the existing email design system, I selected and configured the most effective modular components to create clear, engaging layouts. The emails emphasized strong typographic hierarchy, concise messaging, and prominent calls to action encouraging partners to check their performance scores in Partner Central and take action on personalized recommendations.
Consistent elements, such as a shared preheader, “visibility boost” callouts, and forward-looking closing content, helped create a cohesive series while guiding partners through key concepts and next steps.
02 Email Campaign
As part of marketing for Expedia Group’s Accelerator tool, I led the design and art direction for a series of one-pagers and informational PDFs used by partner marketing and sales teams. These assets helped explain how Accelerator enables hotels to increase visibility on Expedia Group marketplaces by boosting placement in search results and driving incremental demand.
The materials translated campaign optimization concepts, such as visibility boosting, budget controls, and performance insights into concise, partner-friendly resources. I designed clear, highly scannable layouts that used structured content blocks, simplified diagrams, and visual callouts to highlight how the tool works and how partners can activate it. A consistent visual system ensured these leave-behinds aligned with the broader marketing ecosystem while remaining practical reference materials that sales and partner teams could easily share during conversations with hotel partners.
03 One Pagers
As part of ongoing marketing efforts for Expedia Group’s Accelerator tool, I led the visual design and art direction for several partner-facing blog experiences that helped hotel partners better understand how to increase their visibility on Expedia Group platforms. These posts translated marketing and advertising concepts into accessible educational content, combining product education with editorial storytelling while aligning with Expedia Group’s partner platform design system.
Working within the existing blog framework, I focused on elevating the visual storytelling through imagery, layout composition, and clear content hierarchy. The goal was to transform product education into engaging, scannable reading experiences that helped partners quickly understand how to use Accelerator to improve performance.
Accelerator: Maximize hotel bookings when you need them most
For this introductory article, I designed the visual layout and supporting imagery explaining how the Accelerator marketing tool helps hotels increase visibility and demand. The design emphasized clarity and approachability, using structured sections, supportive visuals, and strong hierarchy to guide readers through the tool’s core value and how it works within Expedia Group’s marketplace.
Accelerator and TravelAds: Tools to put you in the spotlight
This post explored how TravelAds and Accelerator work together to help partners drive demand and increase visibility across Expedia Group platforms. I designed the page to support comparison and explanation between the two tools, using visual hierarchy and imagery to clarify how each solution contributes to a hotel’s marketing strategy.
How to turbocharge your revenue with new Accelerator features
To highlight updates to the Accelerator platform, I designed a blog experience focused on communicating new capabilities and product improvements. The layout prioritized scannability and quick comprehension, helping partners easily understand what’s new, how features work, and how they can apply them to optimize campaign performance.
04 Blog posts
To support promotion of Expedia Group’s Accelerator tool across social channels, I designed a series of visual assets for in-feed posts on Facebook, Instagram, and LinkedIn. The posts highlighted key product features, partner success stories, and campaign benefits to help build awareness and encourage adoption among hotel partners.
The designs adapted the campaign’s visual system for social formats, focusing on bold imagery, concise messaging, and clear typographic hierarchy optimized for fast-scrolling feeds. Each asset was built to be quickly understood at a glance while maintaining consistency with the broader campaign and Expedia Group’s partner marketing ecosystem.
05 Social posts
What Travelers Want
What Travelers Want is Expedia Group’s annual global insights report and integrated marketing campaign produced by the B2B marketing division. The report translates large-scale traveler research into actionable strategies that help hotel partners better understand evolving traveler expectations and improve booking performance.
Originally developed in response to the travel industry’s recovery following COVID-19, the report has become one of Expedia Group’s most prominent partner marketing initiatives. The research surveyed 16,000 travelers across eight international markets and was distributed in 29 languages, providing global insights into how people search, book, prepare for, and experience travel.
To bring these insights to partners around the world, the campaign included a flagship research report, landing page, social media promotion, webinars, and targeted email communications. I led the visual design system for the campaign and applied it across these touchpoints, translating complex data and insights into clear, engaging visual experiences that helped partners quickly understand emerging travel trends and apply them to their businesses.
The What Travelers Want report served as the cornerstone of the campaign, presenting research findings and strategic recommendations to help partners drive reservations and revenue. The report explores the traveler journey across multiple stages, from search and booking to trip preparation and the in-stay experience, highlighting key behavioral shifts and actionable opportunities for hotels.
The goal was to create a resource partners could use as both a narrative insights report and a practical reference guide for improving their business performance.
I led the visual design system for the report, developing a cohesive set of graphical elements, illustration styles, and data visualization frameworks that translated complex research findings into an accessible narrative.
The design balanced data storytelling, editorial pacing, and partner success examples, helping readers move through the report while highlighting key insights and recommendations. Visual hierarchy, modular layouts, and simplified data graphics made the research easier to scan and apply, while the illustration system added clarity and visual cohesion across sections of the traveler journey.
The resulting design created an engaging research publication that could function both as a strategic industry report and a practical guide for partners looking to adapt to changing traveler expectations.
01 The Report
To expand the reach of the report and drive engagement, we developed a social media campaign across LinkedIn, Instagram, and WhatsApp that promoted key insights and encouraged partners to explore the research.
I designed a series of visual assets that translated data highlights and traveler insights into engaging, shareable graphics optimized for social feeds. These assets distilled complex research findings into concise visuals and headlines that quickly communicated the value of the report while directing partners to download the report, visit the landing page, or register for a webinar to learn more.
The designs maintained consistency with the report’s visual system while adapting layouts, typography, and imagery for the fast-paced nature of social platforms.
02 Social Campaigns
To further amplify the campaign, we launched a series of partner-facing email communications designed to drive traffic to the report and encourage webinar participation.
Working within Expedia Group’s email design system, I designed layouts that incorporated visual elements from the report’s campaign identity. This approach allowed the emails to maintain consistency with the broader campaign while still leveraging modular email components for efficient deployment across markets.
The emails focused on highlighting key research findings and emphasizing the practical value of the report, guiding partners to download the research, explore insights, and attend webinars that provided deeper analysis and recommendations.
03 Email campaign
The campaign landing page served as the central hub where partners could access the report, explore high-level insights, and navigate to related campaign resources including webinars and educational content.
I applied the campaign’s visual design system to Expedia Group’s structured landing page framework, adapting the report’s visual language, data graphics, illustrations, and color treatments into a format optimized for web consumption. The design balanced storytelling with scannability, allowing partners to quickly grasp key insights while providing clear pathways to download the report or engage with additional campaign materials.