Expedia Group is focusing on Asia-Pacific and AI as the next drivers of global growth. The company sees the region as a commercial hub, fuelled by rising intra-regional travel, a growing middle class, and untapped online potential, while AI underpins efforts to deliver faster, smarter, and more personalised travel experiences.
Speaking at Explore Local Bangkok, senior executives described Asia-Pacific as both a commercial powerhouse and a trendsetter in travel.
“We talked a lot about how the future of travel is being shaped right here in Asia-Pacific – it’s hard to find somewhere in this region where it’s not an opportunity. Whether it’s Japan moving, China now moving, ASEAN moving, or India moving, there’s growth everywhere,” said Michael Dykes, vice president, hotel market partnerships, APAC at Expedia Group. He added that the global OTA market remains “largely under-penetrated” and that Expedia, Booking.com and Trip.com account for about 15 per cent of it.
Greg Schulze, chief commercial officer at Expedia Group, said the company aims to expand the overall industry rather than compete solely for margins. “This business is a growing pie. Of course, we’re all a handful of companies trying to gain a bigger share. But if we do this well, we’re in an industry that provides experiences we should all want to see grow,” he stated.
Dykes highlighted the impact of Asia’s rising middle class on travel demand. “In the past, travel was a luxury only a few could chase. Now we see something different. India is, or soon will be, one of the world’s largest economies with one of the fastest-growing middle classes. These aren’t markets where consumers only chase the lowest price. Travel is becoming more aspirational, inspired by social media – and it’s about finding the best experience for the best value.”
Packaged products combining air, hotel and experiences are Expedia’s fastest-growing B2C segment in the region, while distribution rates for B2B partners are also scaling as smaller agencies and white-label partners leverage Expedia’s technology.
Schulze noted the company’s long-term confidence rests on its ability to lead through technology revolutions.
“During my 25 years in the travel industry, 20 years of which are with Expedia – I’ve seen three distinct eras of travel and technology. We started by putting information in consumers’ hands, then came the mobile revolution. Now we’re in a new era where information and computing are so powerful that we can do so much more, so much faster, right at our fingertip. Expedia Group has been a leader through each of those phases, and I’m incredibly confident we will be in this next exciting AI phase. This isn’t happening to us; we’re creating the future of travel.”
Expedia has integrated more than 350 AI models and recently unveiled four new tools: Smart Trip AI, a conversational planner; the Merchandising API for machine-learning-driven campaigns; the Typeahead API for seamless bookings; and the Lodging Sponsored Listings API, allowing B2B partners to monetise traffic.
Jennifer Andre, global vice president of Expedia Group Advertising, said first-party travel data gives the company a strategic advantage as the internet moves away from third-party cookies. “A lot of advertisers are shifting their dollars toward commerce and retail media networks because first-party data allows them to track real actions and outcomes, without relying on third-party cookies or invasive tracking. That’s where Expedia is very well positioned.”
She added that collaborations with Netflix and Amazon Prime are enabling instant travel inspiration.
“People want instant gratification – they say, ‘I’ve seen it, and I want to go there’. Our collaborations with Netflix and Amazon Prime are making that possible.”
Expedia and Netflix launched a global advertising partnership in early 2024, embedding travel inspiration in Netflix’s ad-supported tier, including localised campaigns in Japan. In May 2025, Expedia introduced Trip Matching, an AI tool turning Instagram Reels into bookable trips, currently in beta in the US.
