Expedia unveils its first Asia-based innovation lab in Singapore

This is its third lab; the other two are located in USA and UK.

Expedia group launched its first innovation lab in Asia located at South Beach Tower, Singapore.

The lab will use proprietary scientific methods to better understand Asia-consumer online and app travel search and booking behaviour, which will inform future innovation and technology developments globally.

The Expedia innovation lab deploys two primary technical capabilities - electromyography (EMG) technology and eye tracking technology for site and app. With EMG, Expedia researchers can track the changes in the EMG readings of traveller-participants to understand the real-time impact of the experience as the participant navigates the site.

The use of EMG is paired with eye tracking technology, where researchers with unique skills in cognitive psychology and data analytics can able to get a sharp read on exactly where the user was looking, what actions they took as a result of emotional responses to what they were seeing, and explore what triggered the respondents’ travel-search or booking decisions, be it delight or frustration.

The launch of the Expedia Innovation Lab in Singapore further extends the group’s technology investment in Asia. In 2016 Expedia group invested US$1.2b in technology and innovation.

Expedia conducts research externally, and has more than 10 years of data revealing travel patterns and preferences. The work group is composed of Singapore-based lead researcher and product development team working and managing lab testing in Singapore.