Expedia CEO Highlights AI’s Growing Role in Travel Planning and Booking
Expedia Group is increasing its focus on artificial intelligence as AI reshapes travel planning and booking.
During the Goldman Sachs Communacopia and Technology Conference 2026, Expedia Group CEO Ariane Gorin discussed the company’s growing use of AI.
Gorin said answer engine optimization has become Expedia’s fastest-growing channel. The company is also using AI to improve internal operations and customer experiences.
AI Improves Expedia’s Operations
AI has helped Expedia’s technology and product teams achieve 40% faster cycle times. Meanwhile, 10% of Vrbo partner queries are now handled by its agentic voice solution.
The company has also made organisational changes as AI becomes more important. Expedia recently reduced its senior leadership team as part of an AI-focused reorganisation.
Gorin said AI could significantly change how travellers move through the booking process. However, she noted that the future travel funnel remains uncertain.
Personalisation Becomes More Important
Around two-thirds of Expedia Group’s consumer business comes directly through its brands and platforms. As a result, personalisation has become a major priority.
Expedia is developing more personalised experiences across its products, brands and apps. These include natural-language conversations and AI-powered personalisation.
Natural-language searches can also provide more insight into travellers. Gorin said these searches give Expedia around 60% more information about a traveller and their intent.
This information could help the company provide more relevant recommendations. It could also improve how travellers make decisions about destinations, accommodation and other travel products.
Expedia Tests AI Shopping Channels
For the remaining third of its business that does not come directly through Expedia platforms, visibility within AI-generated results is becoming important.
The company has tested several AI channels. These include answer engine optimisation, agentic browsers, microapps and paid advertising within ChatGPT.
Gorin said Expedia is actively investing in these areas. The company aims to learn how travellers interact with emerging AI agents and platforms.
However, Expedia’s experience also suggests that text-only interfaces may not always provide the best travel shopping experience.
Visual Content Supports Travel Decisions
Travel is highly visual. Therefore, Expedia has found that adding photos, descriptions and multiple property options can increase engagement.
The company has tested these features with major technology partners. The results suggest that travellers may prefer richer experiences instead of relying only on text-based conversations.
This could influence how AI travel platforms develop in the future. Instead of simply answering questions, AI systems may combine conversation with images, property details and personalised choices.
New Advertising Opportunities
Expedia is also exploring new opportunities for travel advertisers. Vrbo recently introduced sponsored listings, allowing supply partners to gain greater visibility within its marketplace.
Gorin said Expedia wants advertising to provide value for both travellers and advertisers. The company sees opportunities to connect qualified audiences with relevant travel businesses.
Overall, Expedia’s strategy shows how AI in travel planning is expanding beyond simple chat tools. AI is increasingly influencing personalisation, search, customer service, advertising and the way travellers discover and book trips.
