EXPE · 10-Q · 2026Q3 · Full report

Competition and New Entrants

Expedia Group, Inc. · 2026-11-05 · Importance 23 · Surprise 24

Online travel is highly competitive, and online penetration is higher in the U.S. and Western Europe than in emerging markets such as Latin America and Eastern Europe. Google is enhancing Google Travel, Google Flights and Hotel Ads, while metasearch competitors include Kayak, trivago and TripAdvisor. Airlines and lodging companies are also pursuing direct online distribution, and AI-powered planning and assistance tools are adding to competitive pressure. B2B faces competition from OTAs and independent B2B providers.

Key facts

• Expedia Group identifies emerging markets, including Latin America and Eastern European regions, as growth opportunities for online travel, while noting that they attract many competitors. source
• Generative AI tools are increasingly being used to create competing travel offerings, including AI-powered digital planning and assistance. source
• Expedia Group faces competition from search-engine companies’ travel products, including Google Travel, Google Flights and Hotel Ads, which are prioritized in search results. source
• Airlines and lodging companies are aggressively pursuing direct online distribution, creating competition for Expedia Group. source
• Expedia Group’s B2B business faces competition from OTAs with B2B offerings and independent B2B providers. source