One Key Rewards

In August 2023, Expedia Group launched One Key, our unified rewards program that enables travelers to earn and redeem OneKeyCash across Expedia, Hotels.com, and Vrbo. This marked a major milestone—not only uniting our three brands under one loyalty umbrella for the first time, but also establishing Vrbo as the first vacation rental platform to offer a rewards program.

To debut the campaign on social media, we launched a collaborative announcement post between all three brands—our first coordinated effort of this kind—allowing us to cross-pollinate audiences and significantly expand our reach.

We kicked off the launch with a teaser post hinting at our “biggest announcement yet,” followed by a hero post unveiling the program and giving away $60,000 in OneKeyCash—equivalent to a year’s worth of travel. The campaign continued with a mix of influencer content and brand-led messaging that highlighted how users could earn OneKeyCash by booking their next trip, and introduced the “Be the Booker” narrative—encouraging followers to take the lead on group travel and reap the rewards.

To extend the campaign’s momentum beyond launch, we seamlessly integrated rewards messaging into our always-on property content and ran targeted giveaways. One such activation offered new followers the chance to win $2,500 in OneKeyCash by commenting where they’d love to travel next—supporting both audience growth and engagement KPIs.

The campaign was a resounding success. All three brands saw meaningful increases in reach and engagement, fueled by cross-brand collaboration. Vrbo grew its Instagram audience through compelling incentives and retained new followers by showcasing the tangible benefits of booking travel through the One Key program.