Building Global Brands through Campaigns and Loyalty

Travel choice has never been greater, so clarity has never been more important. In this episode of Time for a Reset, Natalie Wills, Senior Vice President of Integrated Marketing and Creative, explains how Expedia Group’s refreshed brand platforms are sharpening the distinct roles and identities of Expedia, Hotels.com and Vrbo. Built on deep consumer insight, the new platforms bring greater simplicity and confidence to the travel experience, delivering clearer value for travellers at every stage of the journey. Natalie also shares how the launch of Hotels.com Rewards in the UK signals a renewed commitment to transparent, traveller‑first loyalty, at a time when reward schemes across the industry have become increasingly complicated. When travel feels complex, clarity becomes the brand advantage. Topics Covered: Why creativity should be treated as a growth engine, not a campaign output The structural reasons behind the divide between brand and performance marketing How Expedia Group aligns product, marketing, and creative teams Building distinct brand platforms for Expedia, Hotels.com, and Vrbo Simplifying loyalty programs to improve customer experience Using AI to scale creative production while maintaining originality Balancing creative ambition with commercial accountability The evolving role of marketers in an AI-enabled world Episode Chapters: 00:00:02 Introduction to the podcast and Natalie Wills 00:01:24 Natalie’s reset on creativity and brand in an AI world 00:02:29 Why brand and performance are still separated 00:04:08 How Expedia Group brings brand and performance together 00:06:26 Rebuilding brand platforms across Expedia, Hotels.com, and Vrbo 00:11:40 Simplifying loyalty programs for customers 00:13:05 Driving alignment across large, matrixed teams 00:15:26 Balancing creativity with commercial accountability 00:16:53 The role of AI in creative development 00:18:53 How creative roles will evolve over the next few years 00:20:52 What Natalie looks for in modern marketing talent 00:22:57 Personal growth and consistency in leadership If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts Support the show

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