Expedia unveiled its first innovation lab in Asia, aiming to get a better picture of consumer travel search and booking behaviour.
Expedia Inc CEO Dara Khosrowshahi was in town to open the Singapore facility which will focus on two technical capabilities – eye tracking and electromyography (EMG) technology.
With eye tracking expert researchers can analyse where the consumer was looking, and what actions they took in a travel search or booking based on emotional responses.
Electromyography (EMG) technology tracks the real-time impact of participants as they navigate the site or app booking process.
EMG sensors are placed on the face of test subjects, and the sensors record tiny changes in facial muscles.
"The launch of the Expedia Innovation Lab in Singapore marks a significant milestone for our business in the region. Similarly, we believe that capability building – through a firm commitment to our local ecosystem, new innovations and knowledge sharing, will fuel the local economy," Khosrowshahi said.
Expedia plans to collate the data and take a ‘test-and-learn’ approach to trial new website and app improvements.
A first for Asia, the company has similar testing facilities in Bellevue, WA and London.
