Online travel agencies are evolving on a number of levels – but not least from a design perspective where the idea of throwing everything at the user is giving way to simplicity.
And with that simplicity also sees the increased use of images to inspire visitors.
It is, after all, seeing a jaw-dropping pictures of a destination in above-the-line advertising that propels consumers to find out more about the product and, sometimes, part with their money.
Other online travel brands are experimenting with image-led designs, but it now looks like the global monster that is online travel agency Expedia is also taking note.
Some visitors to Expedia.com in the US are being invited this week (via a banner at the top of the page) to get a sneak peek of the brand’s new homepage.
It is rather different from the existing design, with a hard slap in the face of a stunning travel location and hugely simplified navigation  for users.
The image and initial search tools are all “above the fold” (approx full screen depth), with the remaining web real estate given away to just a few items.
In the above case the system is working out the whereabouts of the user and serving relevant offers.
Testing is still only just, well, testing – the dizzying array of channel options for users on the existing Expedia site also cover things-to-do, Groupon Getaways, rewards, alongside various methods of searching (flight, flight + hotel, etc).
Expedia is touting the design (and possibly testing the definition of hyperbole) by suggesting to users they can “Be a part of something BIG”.
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Just me but am thinking “International Startup”…
http://www.tnooz.com/2012/09/17/news/eurocheapo-fully-relaunches-its-booking-website-for-affordable-accommodation/
cc Pete @eurocheapo
Smart move – especially considering the inspirational focus of their “Get Yours” campaign.
In strategic opposition to Priceline, who continues to focus on the price & deals (no images at all on Priceline home page)
That design looks familiar, but for the life of me I can’t think where I’ve seen it before.
Love the new Expedia look. Very cool!
Hmm… looks like https://www.airbnb.com.sg/ or http://www.qiito.com ?
Looks like http://www.jetsetter.com or airbnb.com…
There’s nothing new about big images in the design world or web design. Is the web site responsive?
@thomas – indeed there’s nowt new, just a radical departure for a brand like Expedia.
I agree, the Expedia test design looks cool and reminiscent of Airbnb.com. I read an interview somewhere that the Airbnb founders only got the idea to have large photos after visiting and speaking with their users. “We want the photos bigger so we can see the room we’re getting!” Airbnb now offers to send a professional photographer to each host’s property for free.
Same cake, new icing. The new concept is attractive, and it’s smart for Expedia to clean up its flea market home page with this cleaner, more visually-focused design. As Robert Cole said, this look aligns nicely with Expedia’s “Find Yours” advertising strategy.
However, Expedia’s “Find Yours ” campaign speaks to personalization and individuality, yet this new concept doesn’t appear to offer new search/planning functionality that supports more personalization that could make Expedia more useful to a traveler. Such functionality could help to distinguish Expedia.com in a meaningful way from its key competitors.
I agree, Henry, but that functionality is a lot easier said than done. Changing the skin of the site is much quicker to implement than all of the bells and whistles they’ve been touting with regards to personalization, mobile, social, etc.
Nice big beautiful images and add the ‘Tourwrist’ element to each picture – Now you have further enhanced the user’s temptation.
If I’m not wrong Wanderfly was the first to introduce the inspirational backgrounds, although now has completely changed its business.
I think we were first and still the best with BIG images and “inspirational backgrounds”
As a follow-up to Henry’s comment, the Expedia design only extends as far as the home page at this point. It will be interesting if/when they choose to extend the new theme throughout the site and booking process.
Hopefully it will be more than just background/wallpaper of the day.
It looks a little like Traterra’s home page – though the reservation tools are different sizes. Big destination pictures on each page, none the less! http://bit.ly/WCsCjo
This is for the muppet who keeps trying to post a comment on this story with a different URL and slightly different words each time…….
We can see it’s the same person every time by your IP address.
Derrrrr…
Give up and spam elsewhere. Please.
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