"That presents both an opportunity and a potential threat for leaders like Gorin-and Booking Holdings CEO Glenn Fogel, with whom we spoke earlier this year. The opportunity: to deploy AI internally and forge partnerships that embed the group's Expedia, Hotels.com and Vrbo functionality within the LLMs. The risk: hallucinations, privacy violations, and the specter of LLMs reducing the need for travel sites or turning them into invisible pipes that consumers never see."
""We've been working for years with Google and Bing ... and now it's about deepening our partnerships," said Gorin, adding that AI has enabled innovation like Expedia's new trip-matching feature that turns Instagram reels into bookable travel experiences. "It's been quite fun to challenge ourselves to say, 'how do we make sure that our brands are showing up well there?'""
Expedia Group experienced strong financial performance in 2025, with revenue rising 7.6% to $13.4 billion for the 12 months ending Sept. 30 and stock up over 50% year-to-date. AI and large language models are reshaping trip planning and payments, creating opportunities to deploy AI internally and embed Expedia, Hotels.com and Vrbo functionality within LLMs while posing risks of hallucinations, privacy violations and disintermediation. Expedia is deepening partnerships with Google and Bing and launching AI features like trip-matching that turns Instagram reels into bookable experiences. Brand-building efforts aim to signal a welcoming, easy-to-access U.S. for foreign visitors amid global events boosting tourism.
Read at Fortune
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