Expedia Expands OpenAI Partnership, Drives B2B Growth

Expedia Group is deepening its partnership with OpenAI while accelerating the use of artificial intelligence (AI) across its operations. During its Q3 2025 earnings call, CEO Ariane Gorin outlined the company’s strategy for integrating with ChatGPT and other AI platforms following OpenAI’s app launch that featured Expedia and Booking.com as inaugural partners.

Gorin said Expedia’s focus is twofold: optimizing “answer engine” visibility to ensure its brands appear accurately in AI-driven conversations, and developing seamless direct integrations that drive high-quality leads and traffic. “It’s critical that travelers have a good, seamless experience when they’re handed over to us,” she said.

Addressing questions on agentic commerce, Gorin noted that while traffic from AI tools such as ChatGPT, Perplexity, and Gemini remains small, conversion quality is promising. She emphasized the need for personalization to boost engagement and conversion rates.

Expedia is also using AI to enhance personalization, partner performance, and marketing efficiency. “We’re injecting AI into our partner and advertiser experiences to improve content, targeting, and overall marketplace performance,” Gorin added.

Financially, Expedia Group posted strong Q3 results with revenue up 9% year over year and adjusted EBITDA rising 16%. The company’s B2B business led growth with an 18% increase, contributing to a 12% gain in total gross bookings.

Hotels.com, Vrbo, and brand Expedia all saw improved B2C performance, driven by platform enhancements and loyalty initiatives such as VrboCare and Hotels.com’s “Save Your Way” program. Gorin said Expedia will continue investing in AI innovation and its expanding B2B segment to strengthen long-term growth.

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Expedia Expands OpenAI Partnership, Drives B2B Growth

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