In this Q&A, Greg Schulze, chief commercial officer at Expedia Group, sheds light on the company’s evolving role as a “force multiplier” in the global travel ecosystem. With a unique blend of supply breadth, cutting-edge AI technology, and expansive demand channels, Expedia is driving a new era of growth and personalization for both travelers and partners. Schulze dives into how tools like Trip Matching are transforming trip planning, how AI is revolutionizing advertising efficiency, and why strategic supply expansion — including key partnerships and global B2B growth — is positioning the company to outperform in a rapidly changing travel landscape.
Expedia Group is positioning itself as a “force multiplier” for travel businesses. Can you elaborate on how the combination of supply, tech, and demand is creating that multiplier effect today?
We operate a connected ecosystem in which supply, technology, and demand work together to unlock new revenue and reach new travelers.
It starts with supply. Expedia Group’s marketplace spans more than 3 million properties, 500 airlines, 110 car rental companies, and 170,000 activities. That scale gives partners unmatched global reach.
Demand comes from two powerful sources. We have iconic brands, like Expedia, Hotels.com, and Vrbo. Our B2B business, Private Label Solutions, helps banks, airlines, retailers, and agencies offer branded travel experiences using our inventory. Millions of travelers come from all over the world every month.
Technology ties it all together. AI-powered search, fraud prevention, analytics, and much more. Advertising and data tools ensure the right offer reaches the right traveler at the right time.
Together, this creates a multiplier effect. Supply with great offers fuels demand, technology amplifies it, and partners grow faster with more reach, more revenue, and better traveler experiences.
With the integration of AI-powered products like Scout and Trip Matching, how do you envision the traveler planning experience evolving in the next few years?
Trip planning is evolving into a more intuitive, personalized, and inspiration-led experience — especially for younger travelers. Gen Z is driving this shift, with over 70% using social media for trip ideas and 84% saying influencers impact their bookings. (Expedia Group’s 2025 Traveler Value Index)
That’s where Trip Matching comes in. It’s an AI-powered tool for travelers that transforms social media content into bookable travel experiences. By linking inspiration directly to inventory, Trip Matching helps travelers move from “I saw it online” to “I’m going there” in just a few clicks, bridging the gap between content and commerce.
On the partner side, our machine learning tool, Scout, generates recommended actions to help partners get in front of the right traveler at the right time. In 2024, Scout drove more than 1 million partner actions, resulting in nearly $6 billion in incremental revenue. These optimizations ultimately enhance the traveler experience by surfacing more relevant, personalized options.
Together, these solutions are reshaping the planning journey, making it faster, smarter, and more aligned with how travelers discover and book today.
Expedia Group Travel Media Network is being “turbocharged” by AI. What specific advancements are you seeing in smarter pricing and advertising efficiency that are moving the needle for partners?
We have huge amounts of data and use this to connect advertisers with travelers around the world. AI and machine learning enable partners to better understand their audiences and deliver messaging that connects more effectively.
This isn’t just about efficiency — it’s about helping partners highlight the value they offer. Whether it’s a hotel showcasing its unique amenities or a destination promoting seasonal experiences, AI helps surface the right story to the right traveler at the right time.
Our Artificial Creative Intelligence (ACI) system is also transforming how partners engage travelers. ACI generates and moderates hundreds of creative assets daily, allowing for rapid testing and optimization across formats and audiences. This means partners can deliver high-performing, personalized content at scale. Combined with improved forecasting and demand modeling, these advancements are helping partners align spend with real-time travel trends, drive stronger engagement, and ultimately deliver better experiences for travelers.
You noted that Expedia Group was the first OTA partner of Southwest Airlines and added 900,000 new properties. What’s the long-term strategy for maintaining and expanding this kind of exclusive supply advantage?
Expedia Group is focused on building and maintaining the most comprehensive supply in travel spanning hotels, vacation rentals, airlines, car rentals, cruises, and activities. Our strategy goes beyond scale; it’s about offering travelers differentiated choices and giving partners a platform to stand out.
Adding 900,000 new properties expands our reach into high-growth and underserved markets. But it’s not just about adding more — it’s about curating supply that aligns with traveler demand and partner goals. Looking ahead, we’ll continue to deepen partner relationships, unlock exclusive inventory, and use technology to match the right supply with the right traveler at the right time. That’s how we keep our marketplace dynamic, differentiated, and growing. Whether it’s a boutique hotel, a unique vacation rental, or a regional airline, we’re focused on connecting travelers with meaningful options. Our teams work hard to ensure our customers find comprehensive options and the best deals.
It was reported that Expedia Group raised its full-year outlook despite broader industry headwinds, citing strong B2B and international performance. What specific strategies are helping Expedia Group outperform in these areas?
Expedia Group’s momentum is being driven by the strength of Private Label Solutions, our B2B business, and the continued expansion of our international footprint.
In Q2, B2B gross bookings grew 17%, outpacing broader industry trends and contributing to higher margins. This marks our sixteenth consecutive quarter of double-digit B2B growth, underscoring the value we deliver to partners through tools like Private Label Solutions, loyalty integrations, and media offerings.
Transaction growth was strongest outside the U.S., with Europe and Asia leading the way. This global reach allows us to balance regional fluctuations and capture demand wherever it’s rising.
We’ve also deepened strategic partnerships with brands like Southwest, Ryanair, and Premier Inn, unlocking exclusive supply and expanding traveler choice. Another bright spot was a 19% year-over-year increase in advertising revenue. We’re investing in ad technology and ensuring we have industry-leading targeting, reporting, and overall advertising performance.
AI continues to play a central role — helping us better understand traveler behavior, optimize performance, and scale personalization across the platform. It’s the force multiplier that benefits travelers, partners, and the business alike.
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