How Expedia is teaming up with creators

After a successful beta test, Expedia is expanding its Travel Shops partnership program with creators and influencers. The online travel agency announced that the offering now includes more than 100 creators and celebrities, including the likes of actor Jaime Camil, Premier League soccer player Virgil van Dijk and influencer Jessica Ufuoma. See Ad Age’s 2024 Breakout Brand Leaders and Work here The shoppable storefronts now appear as recommendations on Expedia’s homepage, under a heading to “Explore more with Travel Shops.” Consumers can view each shop’s recommendations and current picks. For example, Ufuoma calls out the Hilton Tulum Riviera Maya All-Inclusive Resort and also has a list of Top Adults Only Resorts. When a traveler clicks through an influencer’s recommendation to book with Expedia, the influencer collects a commission. Expedia opened a waitlist for creators following a test with roughly a dozen partners earlier this spring. Right now, Travel Shops are invite-only. Expedia plans to grow the offering further next year, according to a spokeswoman. “Travel Shops will scale when this opens to everyone but right now, we are working with select creators and partners,” wrote Lauri Metrose, senior VP of global communications at Expedia Group, in an email, noting that Expedia plans to roll out more features for the program. In 2025, any traveler will be able to create a Travel Shop and monetize social content, according to Expedia. Metrose added that demand has been “phenomenal.” Lorraine Sileo, a senior analyst at travel and hospitality market research firm Phocuswright, noted that influencers are becoming the new travel agents in many ways as travelers increasingly turn to such creators for inspiration and advice. She pointed to a recent Phocuswright survey that found 57% of travelers utilize social media for their trips. Expedia’s other current partners include media brands such as Condé Nast Traveler and Variety, tourism boards such as Visit Orlando and Go Dominican Republic and soccer team Arsenal F.C. The new push comes as Expedia, which is now led by CEO Ariane Gorin following the recent departure of Jon Gieselman, continues to try to drive awareness amid changing demands in travel. In August, the agency reported a 6% rise in second-quarter revenue, to $3.56 billion, but warned of a looming “softening” in demand for travel as price-conscious consumers seek out more value and trade down to lower-cost hotels. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

How Expedia is teaming up with creators

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