Expedia Group says it will unify its loyalty programs, allowing travelers to accumulate rewards across brands including Expedia, Hotels.com, Orbitz, Vrbo, Travelocity, Hotwire and others.
The announcement results from a longstanding effort inside the Seattle-based online travel giant to simplify and streamline its overall business, including an initiative to bridge its different travel brands with a common technology backend.
The larger effort has been a major focus for Expedia Group CEO Peter Kern since taking over the top executive role last year. Expedia Group Chairman Barry Diller’s previous dissatisfaction with the progress of the initiative was one of the reasons for a shakeup of the company’s top leadership in December 2019.
Expedia Group says it has more than 145 million members across the separate rewards programs currently operated separately by its different brands.
The company said Tuesday morning that the unified program will launch soon, but did not provide a specific date.
“The program will consist of unique member pricing discounts and the ability to earn and redeem rewards across all Expedia Group brands, such as Expedia, Vrbo, Hotels.com, Travelocity, and Orbitz,” the company said in a news release, noting that the new program “will span flights, hotels, vacation rentals, car rentals, cruises, and activities.”