How Expedia’s “Two Step” Ad Uses Storytelling to Sell More Than Just Travel

With colder winters and a rising loneliness epidemic, people naturally seek warmth, familiarity, and connection. The best marketing can tap into these emotions through storytelling, making their audience feel something. Few ads capture this better than Expedia’s Two Step campaign.

Created by Expedia Japan, the ad follows three women going about their daily lives, weaving in moments of them practising line dancing footwork at work, in the grocery store, and at home. Later, we see them in their dance class, excitedly looking at tickets to Nashville. The ad ends with them at a country bar, dancing with locals and laughing (one of them even gets a cowboy hat, sealing the experience!). It’s very wholesome and more importantly, relatable.

Expedia's Two Step campaign, directed by Hiro Murai

By focusing on friendship, belonging, and shared experiences, this ad taps into universal emotions that transcend language and borders, making it resonate far beyond its original Japanese audience.

Why This Ad Works

• Strong Storytelling & Cohesive Narrative

  Everything is carefully planned to show how the trip unfolds. We see glimpses of their everyday lives sneaking in moments to practice their dance moves. Then, all three are in dance class, excitedly booking their trip, and finally, they’re on the dance floor in Nashville. It’s a seamless, well-paced story that keeps the viewer engaged without lingering too long on any one moment.

  
  

• Selling an Experience, Not a Destination

  Rather than showing the friends already in Nashville or highlighting famous landmarks, the ad starts before the trip begins, making the audience see themselves in the story. It focuses on the emotional build-up, the anticipation, the planning, and the shared excitement. Their love of line dancing naturally leads them to this trip, making the decision feel organic rather than forced.

  
  

• The Message: One Passion Is All You Need

  This trip isn’t about checking off tourist spots but about doing something they love. And that’s the core takeaway: travel doesn’t need a long list of justifications. One passion, one dream, or one shared interest is enough. In a time when many people feel stuck in routines or disconnected, this ad is a powerful reminder that sometimes, saying yes to an experience is all that matters.

Global Appeal

What makes this campaign even more impressive is it wasn’t intended for a global audience but for Japan. And yet, its message resonates just as strongly beyond its original market because it taps into universal emotions: the longing for connection, the excitement of travel, and the power of shared experiences. These feelings exist everywhere, regardless of geography.

That’s why Expedia could extend the ad to new markets without changes. Instead of relying on location or culture-specific messaging, they leaned into universal experiences. Giving the viewer, whether from Japan, Canada, or anywhere else, something they can relate to, the idea of taking a trip based on a personal passion.

Conclusion

Emotional appeal is a powerful tool, but in travel marketing, it can be especially effective in encouraging people to take action. While showcasing stunning destinations and famous landmarks is a great strategy, some viewers need more than just beautiful imagery; they need a personal connection to the experience.

Travel can often feel like a luxury, a distant dream, or even intimidating. However, ads like Expedia’s Two Step campaign work because they make travel feel attainable, personal, and relatable, showing that a simple passion, like line dancing, can be reason enough to go. By using storytelling that reflects real aspirations and emotions, brands can tap into the hidden adventurer in all of us and make travel feel less like an unattainable escape and more like an experience waiting to happen.