Dive Brief:

• Expedia Group announced a slew of new advertiser solutions and generative artificial intelligence (AI) experiences, including a tool that allows consumers to share travel-related Instagram Reels directly with Expedia to receive personalized travel recommendations, according to a press release. 
• The tool, called Expedia Trip Matching, is currently open for beta access and will launch in June. Expedia is also expanding its search and discovery capabilities by integrating with OpenAI Operator and Microsoft Copilot Actions.
• Additionally, the company announced a suite of media upgrades for advertisers, including Enhanced Offsite Targeting via The Trade Desk and a new loyalty offering that allows Destination Marketing Organizations to sponsor bonus OneKeyCash rewards for travelers to incentivize visits to their destinations. 

Dive Insight:

Expedia’s new Trip Matching feature capitalizes on the growing influence of social media on travel decisions, with nearly two-thirds of travelers reporting that such platforms are their primary source for inspiration, according to Expedia. Coupled with consumers’ growing use of generative AI, the company is demonstrating how it is adapting to an evolving digital landscape. 

“Travelers are now seeking inspiration from everywhere – and it is crucial that advertisers are equipped to reach them at the right moment," said Rob Torres, senior vice president of Expedia Group Advertising, in a comment shared with Marketing Dive. "Expedia Group Advertising partners have more tools than ever to create dynamic content that showcases unforgettable travel experiences."

Expedia’s lineup of new features were announced at its flagship Explore event on May 14. Along with its new Trip Matching tool, the company revealed plans to integrate its owned platforms with OpenAI Operator and Microsoft Copilot Actions, a move designed to bridge the gap between discussing travel plans on generative AI platforms and booking reservations.

Expedia is also focusing on conversational discovery through its updated AI Agent on the Hotels.com app. Drawing upon its own travel data, Expedia’s AI Agent will deliver users with smart recommendations, real-time pricing, guest reviews and contextual imagery to provide the most information for a booking. If a consumer wants to change a booking, the agent will provide contextual prompts to help make those changes.

Meanwhile, Expedia is also continuing its quest to be the world’s travel media network with its work moderating travel videos, generating content and optimizing engagement across its channels. Among the new solutions for travel advertisers announced at its Explore event was a creative collaboration with Beautiful Destinations that will enable partners to create shoppable travel content and Enhanced Off-site Targeting through a partnership with The Trade Desk. 

Finally, the company unveiled a number of APIs for its B2B and private label partners to make booking cars, activities, travel insurance and air travel easier. Additionally, the company’s B2B partners can now access Expedia Group Advertising’s Sponsored Listings solution, helping provide hotel-advertising partners with access to new audiences.