Expedia expands Travel Shops by collaborating with creators and celebrities, speaks to larger industry trend

Expedia Group announced the launch of more than 100 new shoppable Travel Shops curated by social media creators, tastemakers and brands. Travel Shops, described as an industry-first initiative, offer curated storefronts where users can explore and book accommodations based on the experiences shared by notable figures.

According to Expedia, these Travel Shops represent a shift in how consumers are engaging with travel content, particularly through platforms like Instagram and TikTok. According to Lauri Metrose, Senior Vice President of Global Communications at Expedia Group, this development aligns with existing consumer behavior. “Every day, people are liking and buying products recommended by influencers they trust, but until now there hasn’t been a simple way to shop travel recommendations,” said Metrose. “Travellers are already getting inspiration through Instagram and TikTok, so creating a path to go from looking to booking is a natural evolution that meets travelers where they’re at.”

The initial phase of the Travel Shops launch is exclusive and invite-only, featuring more than 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 monetise their travel picks, sharing them with millions of followers. In 2025, Expedia plans to expand this feature, allowing more creators to establish their own Travel Shops.

Ariane Gorin, CEO of Expedia Group, explained that integrating these insights into Expedia’s platform provided value for both influencers and travellers. “The idea for these Travel Shops really came from our marketing teams’ deep insights into how people use social as part of their trip planning,” said Gorin, noting that this integration benefits all parties involved by making travel recommendations both shareable and bookable.

The Travel Shops are currently available on the Expedia app for iOS users in the United States, Canada and the United Kingdom.

This move by Expedia mirrors similar strategies seen in the travel and eCommerce sectors. For instance, 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, particularly in Southeast Asia. After a recent merger with Tokopedia, Indonesia’s largest eCommerce platform, TikTok’s live commerce platform is projected to reach a gross merchandise value (GMV) of $20 billion in 2023, marking it as a rising leader in the eCommerce space.

TikTok’s live commerce expansion highlights a broader trend in the region, with experts predicting that TikTok Shop alone could account for nearly 20% of Southeast Asia’s $100 billion eCommerce market by the end of 2023. This rapid growth is being driven by the increasing popularity of live commerce, where real-time social engagement facilitates sales. As TikTok expands into other markets, its success in Indonesia could serve as a model for growth in other regions.