"One example that sums up his approach is the fact that Expedia is testing a tool that lets people forward an Instagram Reel directly to the platform. "We can use AI to recreate that itinerary for you and make it bookable," Torres explained. "If we can book that for you, how cool is that?" It's a simple but radical idea: collapsing the time between seeing a destination in your feed and actually going there."
""Measurement is still a big deal," Torres admitted. "But the other thing I'm noticing is developing experiences. We need to be doing more in the experience realm and we need to partner more with others as we build out this media network and move more off-site." For him, the opportunity lies in connecting dots across industries - luxury brands, retailers, destination marketers - to create something bigger than a banner buy."
Expedia is expanding its media network beyond performance clicks toward experience-driven advertising that blends creativity with data. The company is testing an Instagram-Reel-to-itinerary tool that uses AI to recreate shared content and make travel itineraries bookable, shortening the time between inspiration and booking. Investments include an in-house creative agency and partnerships across industries—luxury brands, retailers and destination marketers—to build off-site experiences that extend beyond banner buys. Measurement remains important alongside experience development. A full 360 campaign for the south of France targeted winter visitors across airlines, hotels, deals and brand placements, producing strong results.
Read at The Drum
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