Expedia Group is shifting its focus overseas as the U.S. travel industry grapples with weakened demand and declines in international visitors. At the Skift Global Forum in New York City, CEO Ariane Gorin discussed new investment strategies aimed at countries where travel interest is growing. This shift follows over a year of groundwork by the Seattle-based group, owner of Expedia, Hotels.com, and Trivago, to strengthen its international operations. With many Americans postponing trips and fewer foreign tourists coming to the U.S., competition is heating up abroad. The company’s results reflect these challenges, prompting leadership to place bets on regions with steadier growth opportunities.
Coverage of Expedia’s strategy in previous reports primarily detailed the company’s reliance on the American market, with an emphasis on digital transformation. Earlier news also highlighted the company’s recovery from pandemic-driven losses, but did not focus as explicitly on geographic expansion. More recent analysis presents a noticeable shift in emphasis, with a particular interest in diversification across continents rather than product iteration. This comparison underlines an evolving approach in response to external market forces, such as changing U.S. travel patterns and varied international trends.
Why is Expedia Looking Beyond the U.S.?
The U.S. travel sector is seeing a slowdown in both domestic and inbound international tourism, according to industry data and Expedia’s own financials. Travel to the U.S. is affected by restrictive governmental policies and economic uncertainties, with the World Travel & Tourism Council warning that the country could lose billions in international visitor spending this year. Ariane Gorin confirmed these pressures, noting:
“The U.S. market was quite soft,”
as she addressed the forum.
Which Markets Are Attracting Expedia’s Attention?
Driven by these U.S. market challenges, Expedia is channeling resources to countries showing robust travel demand. Japan and Brazil have delivered a 20 percent surge in growth during the most recent quarter, while Northern Europe continues to post double-digit gains for the company. Gorin elaborated on these results:
“Those are fast-growing markets—not only for the travel industry, but for us,”
signaling the company’s intention to prioritize these regions moving forward.
Is the Broader Travel Sector Experiencing the Same Trends?
Expedia’s strategy is shared by many in the sector, with airlines like WestJet reducing U.S.-bound flights, and global travel platforms such as Airbnb and Booking Holdings reporting greater momentum in Europe, Asia, and Latin America. This pattern suggests a widespread reallocation of resources toward markets delivering more reliable returns, as the American travel climate faces ongoing hurdles.
A sustained pivot toward international markets marks a key adjustment not only for Expedia Group, but for the wider travel industry in navigating post-pandemic volatility. For travelers, this could mean expanded offerings and promotional efforts targeting overseas destinations. Companies would benefit from tracking consumer travel sentiment and macroeconomic policies in each target market to maximize competitiveness. Those interested in the travel sector may find it useful to monitor both company earnings and broader industry trends to anticipate future opportunities and risks as brands like Expedia diversify their core markets.
