Expedia expands travel stores by collaborating with creators and celebrities, showing a larger trend in the industry
Expedia Group announced the launch of more than 100 new shoppable travel stores curated by social media creators, tastemakers and brands. Described as an early industry initiative, the travel stores offer curated showcases where users can explore and book accommodation based on experiences shared by notable figures.
According to Expedia, these travel stores represent a shift in the way consumers engage with travel content, especially through platforms like Instagram and TikTok. According to Lauri Metrose, senior vice president of global communications at Expedia Group, this development aligns with current consumer behavior. “Every day, people like and buy products recommended by influencers they trust, but until now there wasn’t an easy way to buy travel recommendations,” said Metrose. “Travelers are already being inspired through Instagram and TikTok, so creating a path from search to booking is a natural evolution that meets travelers where they are.”
The initial phase of the launch of Travel Shops is exclusive and by invitation only, with over 100 influencers and partners. Notable names include actor Jaime Camil, Premier League footballer Virgil Van Dijk, Arsenal FC and tourism boards such as Visit The USA and Go Dominican Republic. These influencers and brands now have the opportunity to monetize their travel choices, sharing them with millions of followers. In 2025, Expedia plans to expand this feature and allow more creators to set up their own travel stores.
Ariane Gorin, CEO of Expedia Group, explained that integrating these insights into Expedia’s platform brought value to both influencers and travelers. “The idea for these travel stores really came from our marketing teams’ deep insight into how people use social media as part of their travel planning,” Gorin said, noting that this integration it benefits all parties involved because travel recommendations can be shared and booked.
Travel Stores is currently available in the Expedia app for iOS users in the United States, Canada, and the United Kingdom.
This move by Expedia reflects similar strategies seen in the travel and e-commerce sectors. For example, Klook has integrated its booking services with TikTok, enabling direct travel bookings through TikTok’s social platform. TikTok’s focus on live commerce has seen impressive growth, especially in Southeast Asia. Following a recent merger with Tokopedia, Indonesia’s largest e-commerce platform, TikTok’s live commerce platform is expected to reach $20 billion in gross merchandise value (GMV) by 2023, marking- la as a rising leader in the e-commerce space.
The expansion of TikTok’s live commerce highlights a broader trend in the region, with experts predicting that the TikTok Store alone could account for nearly 20% of Southeast Asia’s $100 billion e-commerce market by the end of 2023. This rapid growth is being driven by the growing popularity of the live market. commerce, where real-time social participation facilitates sales. As TikTok expands into other markets, its success in Indonesia could serve as a model for growth in other regions.