Expedia Team for a number of several years has been hoping to decrease its dependence advertising and marketing on Google to achieve shoppers, and Expedia has signed on Google’s running director of promoting and internet marketing to plot approach.
Expedia Team announced Monday that Rob Torres has been appointed as senior vice president Media Solutions, which is its vacation marketing method. He changed in that position Wendy Olson Killion, who still left for “personal factors,” in accordance to a spokesperson for Expedia.
Torres worked for Expedia prior to his much more than 15 yrs at Google, as vice president of strategic accounts. In that position from 1999 to 2006, he worked “closely with resort companions,” Expedia said.
In a Skift job interview Monday afternoon, Torres was asked what seemed like a sudden position transition from Google to husband or wife/competitor Expedia Team and whether or not he experienced a noncompete clause in his Google contract.
“I genuinely simply cannot converse about that but I can share this is one thing I have been thinking about for awhile,” Torres mentioned. “This wasn’t just some fast go … It is anything I have been wondering about for a extensive time. In the last two decades, I’ve been contemplating about what do I want to do following and how do I really want to assistance the market in other methods.”
Torres declined to remark on irrespective of whether he could help Expedia Group lower its regular dependence on promotion via Google.
He said he enjoys the journey industry and truly needs to help it. Torres included that he welcomes the opportunity to do the job at a organization that is entirely concentrated on travel. Google, of class, is involved in many industries.
Torres explained there’s an opportunity to support Expedia Media Options far better leverage first party information in an era when privacy considerations are growing, and to just take learnings in this space from shops such as Amazon and Goal.
“I don’t know if they are absolutely having gain of that nevertheless,” Torres reported, referring to Media Solutions’ use of initially get together information.
He explained there are also opportunities to make improvements to automation, to simplify things, and to consider Expedia’s promotion business enterprise to the next stage, like Google did.
On the net journey company advertising has usually centered on the resort business, and Torres said there are huge options to assistance sub-sectors these as places and cruise draw in new website visitors or shoppers.
Requested about Torres’ departure, a Google spokesperson mentioned: “Rob was a worthwhile portion of the crew for lots of years, and we would like him perfectly in his long run endeavors.”
Torres is a Seattle resident, where Expedia Team is headquartered.
The announcement didn’t give a purpose for Torres leaving Google and becoming a member of Expedia.
“After approximately 16 a long time absent from Expedia Team, I’m excited to return to the corporation with a focus on delivering innovative and insights-led strategies for promotion associates and contributing to sector expansion,” claimed Torres claimed in a assertion. “The travel and promoting industries have undergone transformational adjust through the previous two many years, from shifting consumer behaviors and expectations to the rising value of initially-occasion facts and the increase of commerce media. It is a pivotal time for places and vacation models, primed with prospect to inspire tourists in new approaches and seize pent-up demand from customers, and I seem forward to doing the job with the Media Answers workforce and our partners to travel meaningful success.”
In 2021, Expedia’s promoting and media vertical produced $152 million in revenue, an 85 p.c soar compared with 2020.
Like other huge on the web travel corporations very last year, Expedia Group leaned into general performance marketing on Google to seize journey need. In 2021, Expedia Group’s selling and advertising was $4.2 billion, a 67 per cent bounce.
Notice: This story was up to date to contain an interview with Torres and a remark from Google.
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