Hotwire, a subsidiary brand of the Expedia Group, is a global online travel agency with operating revenue of over $30million (USD). They offer hot deals on hotel rooms, airline tickets, rental cars, and vacation packages. Their value proposition revolves around “hot rates” for hotels.

The world of online travel is a crowded space, with massive competition from brands such as TripAdvisor, Booking, Expedia, SkyScanner. While Google operates primarily as a search engine, its results pages also serve as a direct competitor to Hotwire. Google’s own flights and hotels are positioned strategically to take away customers who would have otherwise clicked on Hotwire results. The industry continues to grow at a rapid rate, with bookings projected to hit $817billion in 2020.

Hotwire was struggling to provide a differentiated experience from the other brands while staying competitive with pricing and inventory for their hotels’ products across all devices. In particular, were Hotel Travel Guides and Hotel Filter Pages (EG: Pet-Friendly Hotels). Hotel travel guides and filter pages provided a less than optimal user experience by not showing seasonal trends & rates that would otherwise help travelers plan accordingly.