EXPE · 10-Q · 2026Q2 · Full report

Competition and New Entrants

Expedia Group, Inc. · 2026-08-06 · Importance 37 · Surprise 42

Expedia operates in a broad and highly competitive online travel market, with online penetration higher in the United States and Western Europe than in emerging markets such as Latin America and Eastern Europe. Generative AI is enabling competing digital planning and assistance offerings, increasing competitive intensity. Google continues enhancing and prioritizing Google Travel, Google Flights, Hotel Ads, AdWords, and metasearch products, while airlines and lodging companies are promoting direct bookings through lower rates and loyalty benefits. Airbnb, Vrbo, Booking.com, metasearch providers, traditional ecommerce companies, Uber, and independent B2B providers are expanding competing travel inventory, booking tools, and distribution.