Expedia Team for a number of years has been striving to reduce its dependence advertising on Google to obtain clients, and Expedia has signed on Google’s running director of promotion and marketing to plot technique.
Expedia Team declared Monday that Rob Torres has been appointed as senior vice president Media Solutions, which is its journey advertising program. He changed in that position Wendy Olson Killion, who remaining for “personal motives,” in accordance to a spokesperson for Expedia.
Torres labored for Expedia prior to his additional than 15 a long time at Google, as vice president of strategic accounts. In that role from 1999 to 2006, he labored “closely with hotel companions,” Expedia mentioned.
In a Skift job interview Monday afternoon, Torres was asked what appeared like a sudden position transition from Google to companion/competitor Expedia Group and no matter if he had a noncompete clause in his Google contract.
“I truly can not speak about that but I can share this is one thing I have been considering for awhile,” Torres explained. “This wasn’t just some quickly transfer … It’s something I have been pondering about for a very long time. In the past two a long time, I have been wondering about what do I want to do up coming and how do I seriously want to help the business in other techniques.”
Torres declined to comment on no matter if he could assistance Expedia Team minimize its classic dependence on advertising and marketing as a result of Google.
He mentioned he loves the vacation industry and actually desires to assistance it. Torres included that he welcomes the prospect to operate at a corporation that is solely concentrated on travel. Google, of program, is involved in several industries.
Torres reported there is an chance to help Expedia Media Solutions improved leverage initially celebration data in an period when privacy fears are mounting, and to consider learnings in this location from suppliers such as Amazon and Concentrate on.
“I never know if they are fully using edge of that however,” Torres mentioned, referring to Media Solutions’ use of first celebration facts.
He said there are also opportunities to improve automation, to simplify issues, and to acquire Expedia’s advertising small business to the up coming level, like Google did.
On the internet vacation company promotion has traditionally centered on the lodge sector, and Torres reported there are huge prospects to assist sub-sectors these kinds of as destinations and cruise bring in new visitors or prospects.
Asked about Torres’ departure, a Google spokesperson explained: “Rob was a precious portion of the team for many yrs, and we would like him properly in his potential endeavors.”
Torres is a Seattle resident, exactly where Expedia Group is headquartered.
The announcement didn’t give a reason for Torres leaving Google and becoming a member of Expedia.
“After just about 16 several years absent from Expedia Team, I’m energized to return to the company with a concentrate on offering inventive and insights-led campaigns for promoting partners and contributing to market development,” claimed Torres claimed in a statement. “The vacation and promotion industries have been through transformational transform throughout the previous two a long time, from shifting consumer behaviors and expectations to the increasing importance of first-occasion info and the increase of commerce media. It’s a pivotal time for locations and journey models, primed with option to encourage travelers in new techniques and seize pent-up demand, and I appear ahead to performing with the Media Alternatives staff and our partners to travel meaningful results.”
In 2021, Expedia’s promoting and media vertical produced $152 million in profits, an 85 percent soar in contrast with 2020.
Like other massive on line journey providers past 12 months, Expedia Group leaned into effectiveness internet marketing on Google to seize vacation need. In 2021, Expedia Group’s advertising and marketing was $4.2 billion, a 67 p.c soar.
Observe: This tale was up to date to contain an interview with Torres and a remark from Google.
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