Key Takeaways
- The way people search online is changing, moving beyond traditional search boxes.
- AI tools and social media, like Instagram Reels, are increasingly sparking travel ideas.
- Expedia is developing new ways for users to discover and book trips inspired by such content.
- The company is adapting to AI-driven search, which affects how it attracts customers.
- Future travel planning aims to be a seamless flow from inspiration to booking.
The internet is fundamentally altering how we make decisions. For instance, younger generations may never use a search box in the way many of us have, according to Expedia’s Chief Marketing Officer in a discussion with Business Insider.
Voice commands and natural conversations are becoming standard ways to interact online, signaling a long-term shift in internet use.
We’re seeing travel inspiration evolve rapidly. Tools like Copilot, ChatGPT, and even Instagram Reels are becoming go-to sources for discovering new destinations.
Imagine seeing an amazing place on a Reel and wondering where it is. Expedia is exploring ways for you to send that Reel to them and get instant information: the destination, hotel, things to do, best travel times, and booking options.
This new approach, currently in early access with Reels, is a far cry from typing specific queries like “best hotels in Miami with pool, minus spa” into Google. The plan is to expand this to other types of content too.
Expedia is also working to ensure its brands are visible in what are being called “agentic search engines,” which operate more autonomously on behalf of the user. This area is evolving quickly.
They’ve partnered with Operator for OpenAI, seen as a step towards these advanced interfaces, and are a launch partner for Microsoft’s Copilot Plus. The AI landscape is dynamic, with new models and capabilities emerging constantly.
With AI expertise becoming widespread, Expedia emphasizes strengthening its in-house marketing capabilities to stay ahead.
Google remains a key partner, with much of Expedia’s traffic originating there. Google’s use of Gemini for AI Overviews is already significantly impacting traffic. By analyzing which queries trigger these AI summaries, Expedia can see shifts in traffic volume and conversion rates. Traffic might decrease, but it could be more qualified, leading to better conversion.
The traditional “marketing funnel” is expected to condense. The goal is a much smoother journey, removing disconnects between finding travel inspiration and taking action to book.
