🌍 Launch of Travel Shops
Expedia Group has launched over 100 shoppable Travel Shops in collaboration with creators, brands, and celebrities. These shops are curated storefronts where users can explore and book accommodations based on recommendations from influencers. Lauri Metrose, SVP of Global Communications at Expedia, emphasized that this aligns with how consumers are increasingly using social media to find travel inspiration. The initiative aims to bridge the gap between browsing and booking, reflecting the modern traveler’s journey from social media to real-world experiences.
🎬 Celebrity and Influencer Involvement
The launch is exclusive and invite-only, featuring prominent figures such as actor Jaime Camil and Premier League footballer Virgil Van Dijk. Influencers and brands like Arsenal FC, Visit The USA, and Go Dominican Republic can now monetize their travel recommendations through their massive followings. Ariane Gorin, CEO of Expedia Group, noted that this integration offers value to both influencers and travelers by making travel advice more actionable and shareable.
📱 Social Commerce Integration
This move by Expedia mirrors broader trends in social commerce, especially seen in platforms like TikTok. For example, Klook has partnered with TikTok to enable direct bookings through the platform. TikTok’s live commerce, particularly in Southeast Asia, is booming, with its GMV expected to reach $20B in 2023. The success of TikTok Shop, which could account for nearly 20% of Southeast Asia’s eCommerce market by year-end, underscores the growing influence of social commerce.
📈 Future Expansion Plans
Currently available on the Expedia app for iOS users in the United States, Canada, and the UK, the Travel Shops will expand in 2025 to allow more creators to establish their own shops. This expansion reflects a strategic push to blend social media and eCommerce, a trend gaining momentum globally. As social platforms continue to influence consumer behavior, integrating booking capabilities directly within these platforms is becoming increasingly important for companies like Expedia.
How will social commerce change the way you book travel?
