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Opportunities

Not only do Expedia Cafés turn a virtual brand into a ‘real’ one, they also bring in revenues from the sale of snacks and beverages. On top of that, they give Expedia.com an opportunity to serve and support its customers during an often stressful part of the travel experience. Springwise wishes more corporations would show such a deep understanding of their customers’ needs (after all, isn’t it the only thing you want to do when stuck at an airport — plug and log in, while sipping a latte!?) May we see Yahoo! information/coffee kiosks on busy shopping streets soon!

Expedia.com established a presence outside the virtual realm, by building ‘wired’ cafés in airports

Over the years, dot com companies have struggled to establish a presence in the ‘real’ world, to remind potential customers of their existence outside the confinements of a computer screen. Online travel company Expedia.com has come up with an interesting solution: build ‘wired’ cafés at airports, where, after all, every passer-by could be an existing or potential Expedia customer. Each café table has a ‘road warrior’ station, with phone jacks, free internet access and electrical outlets for devices and recharging cell phones. The first Expedia Café opened its doors in San Jose Airport in 2001, and a second one in Los Angeles International Airport last year. The food, beverage and retail services are provided by HMSHost Corp.

Opportunities

Not only do Expedia Cafés turn a virtual brand into a ‘real’ one, they also bring in revenues from the sale of snacks and beverages. On top of that, they give Expedia.com an opportunity to serve and support its customers during an often stressful part of the travel experience. Springwise wishes more corporations would show such a deep understanding of their customers’ needs (after all, isn’t it the only thing you want to do when stuck at an airport — plug and log in, while sipping a latte!?) May we see Yahoo! information/coffee kiosks on busy shopping streets soon!