Expedia Group expands in Middle East with strong focus on UAE
New deals aim to boost visibility, revenue, and global traveller access
DUBAI: Expedia Group has taken significant strides to strengthen its presence in the Middle East, with a major focus on the United Arab Emirates (UAE), through an ambitious rollout of travel partnerships.
The expansion includes technology integration, advertising deals, supply chain collaborations, and the launch of its travel agent platform, all aimed at meeting growing regional demand and connecting partners with global travellers.
The announcement highlights the group’s ongoing commitment to empowering travel partners in the region. By enhancing access to its global network, Expedia is positioning itself as a key enabler of travel growth in the Middle East, offering local partners tools to generate revenue, gain international exposure, and streamline bookings.
Travel agent expansion
At the heart of the new push is the introduction of the Expedia Travel Agent Affiliate Program (TAAP) to the UAE. This programme forms part of Expedia’s Private Label Solutions, a division of its broader B2B network. The UAE launch is designed to help regional travel agents tap into Expedia’s extensive global inventory with a user-friendly platform, built to support booking efficiency and business growth.
Through TAAP, travel agents across the UAE gain access to commission-earning opportunities on the total booking value, enabling them to boost earnings with every confirmed reservation. The intuitive booking tools are accompanied by a suite of marketing resources, all aimed at supporting agent success.
Expedia’s B2B networks are no strangers to the region. Other components have been operational in the Middle East for over a decade, partnering with prominent names such as Rezlive, Halalbooking, and Blackrock Technologies, establishing a solid foundation of trust and operational excellence.
Advertising initiatives
Alongside B2B expansion, Expedia Group Media Solutions, the company’s travel media network, has announced a series of creative campaigns to showcase destinations in the Middle East to the world. Its focus is on providing partners with measurable, high-impact exposure to global travellers through advertising content and storytelling.
Experience Abu Dhabi has teamed up with Expedia’s in-house creative agency, E Studio, to launch the “Sunshine Pass” campaign. This year-long initiative highlights the emirate’s appealing summer experiences, from cultural landmarks to modern attractions, and is distributed across 13 international markets. The microsite-based campaign leverages Expedia’s global channels including websites and social media platforms.
Meanwhile, Visit Oman is integrating local tour and activity providers via API technology, enabling them to connect with Expedia’s travel audience. A global marketing campaign will run from April to September 2025, specifically targeting travellers from the US, UK, and Middle East, to promote Oman’s diverse landscape and authentic experiences during summer and autumn.
Jordan Tourism has also partnered with Expedia Group to craft social media-driven campaigns aimed at showcasing its iconic destinations. Influencers from the US, UK, and Italy have been engaged to promote Jordan’s heritage sites, such as Petra and Aqaba, with a particular focus on culinary tourism. A dedicated microsite features “Super Supper Club” content celebrating Jordanian cuisine. This campaign has delivered tangible success, with demand increasing by 9 percent and gross revenue rising by 17 percent.
Technology partnerships
Expedia Group is further leveraging technology to strengthen its market presence in the Middle East through new partnerships with airlines and hospitality providers.
A standout agreement involves Adeera, a company under Saudi Arabia’s Public Investment Fund (PIF). Adeera, envisioned as the Kingdom’s national hospitality leader, has joined Expedia’s B2B rate distribution programme. This will empower Adeera to efficiently manage B2B hotel rates for upcoming properties across Saudi Arabia, while connecting with Expedia’s expansive network of international partners.
In aviation, Expedia has enhanced its longstanding relationship with Emirates through the integration of the airline’s New Distribution Capability (NDC) API. This allows Expedia’s platforms to display Emirates’ NDC fares, ancillary services, and personalised flight booking options. The development improves booking flexibility and ensures travellers receive more tailored experiences when purchasing Emirates flights via Expedia.
Expedia is also increasing regional traveller convenience by offering flight + hotel packages via its UAE and Saudi Arabia points of sale. These bundled options are designed to deliver cost savings and streamline the booking process.
To support smarter travel decisions, Expedia’s flight price tracking tool is now available on the mobile app. The feature notifies users of fare changes and recommends optimal booking times based on data analysis. Additionally, Arabic-language versions of the Expedia UAE and Saudi Arabia websites are in development, expected to improve accessibility and the overall user experience for Arabic-speaking travellers.
Rob Torres, Senior Vice President of Expedia Group Media Solutions, said: "We're excited to collaborate with key players in the Middle East travel industry. By combining innovative technology solutions, an expanding travel agent network, and impactful advertising partnerships, we’re helping travel partners in the region extend their reach, enhance the traveller experience, and showcase their destinations to a global audience."
He added that the partnerships are designed to deliver meaningful results and drive growth for regional partners, helping them reach millions of travellers actively planning trips worldwide.