Expedia: increasing loyalty scheme visbility

Expedia Group is one of the world's leading online travel companies, helping millions of travellers discover, plan and book trips with accommodation, flights, car hire and experiences around the world.

Increasing loyalty scheme visibility

The problem

Following changes to Expedia's loyalty programme, One Key, Phase 2 focused on making membership value easier to understand and experience across the booking journey.

Research showed that only 28% of members felt they understood the programme well, while almost half hadn't used a single benefit. The existing experience didn't consistently communicate the value of membership, from sign-up through to post-booking.

The opportunity was to make the benefits more tangible: showing members how they could save on their next trip and earn OneKeyCash for future travel.

The challenge

How might we make the value of One Key membership clearer, encourage members to engage with their benefits, and drive repeat bookings?

The solution

Working as part of the BEX Loyalty & Shopping sprint, we redesigned four key touchpoints across the member journey:

1. Welcome experience

Refreshed the post-sign-up welcome screen to introduce the value of One Key immediately, reinforcing the double benefit of saving now and earning for later. Members could explore their benefits or dismiss the screen.

2. Lodging property pages

Introduced 'Double Win' messaging to show members the immediate discount and future OneKeyCash they could earn when booking. We also incorporated tier progression messaging and prioritised VIP Access perks where relevant.

3. Booking confirmation

Reinforced the value of each booking by replaying the savings and rewards earned, with clear pathways to explore the Rewards Hub and continue engaging with membership.

4. Rewards Hub

Redesigned the top section to make membership feel more personal and dynamic. This included member status, profile details, OneKeyCash balance, progress towards the next tier and relevant benefits.

The impact

BEX 3.0 Phase 2 launched on 30 September 2026, on schedule.

The release introduced the refreshed welcome experience, Double Win messaging across the lodging journey and the redesigned Rewards Hub. It also expanded delayed-flight lounge access to Gold members.

The new experience made membership value more visible across the journey, connecting immediate savings with future rewards and giving members clearer reasons to return.

Rewards hub

Before