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At the 2025 Arabian Travel Market in Dubai, Expedia Group unveiled a series of strategic initiatives aimed at deepening its presence in the Middle East. From the launch of its Travel Agent Affiliate Program (TAAP) in the UAE to expanded partnerships with Emirates and Adeera, the global travel platform is doubling down on technology, B2B solutions, and destination marketing to fuel regional tourism growth.
We spoke with Rob Torres, SVP of Expedia Group Media Solutions, about the company’s vision, evolving traveller trends, and what’s next for Expedia in the region.
What did Expedia Group showcase at this year’s Arabian Travel Market (ATM)?
At ATM, we showcased a range of initiatives reflecting our growing commitment to the Middle East, particularly in the UAE. Our focus was on expanding our advertising business, strengthening partnerships with tourism boards, and launching key B2B programs like the Travel Agent Affiliate Program (TAAP). This forms part of our Private Label Solutions and is a powerful tool designed to support the region’s traditional travel agents with access to Expedia’s global inventory.
Tell us more about the launch of the Travel Agent Affiliate Program (TAAP).
Yes, TAAP officially launched this week in the UAE. It’s a dedicated platform that enables local travel agents to earn commission on the total booking value. With intuitive tools and marketing support, agents can now book more efficiently and expand their reach. This is particularly important in a market where traditional, brick-and-mortar agencies still play a significant role in travel bookings.
What travel trends did you highlight during ATM discussions?
One of the strongest trends is the influence of social media in destination selection. According to our latest survey, 63 per cent of respondents said they consult social channels when deciding where to travel. Our advice to destinations is clear: use storytelling, influencers, and dynamic content to highlight the unique local experiences that make your destination worth visiting.
How does Expedia support agents and customers in a region where booking habits differ from Western markets?
Simplicity and flexibility are key. Many people may complete bookings offline but conduct research online first. We support both through rich content and seamless tech. Whether it’s through TAAP or our online platforms, we want to ensure the right content reaches the right audience — when, where, and how they need it. The end goal is always to inspire travel, regardless of the booking channel.
Tell us about your recent airline and hospitality partnerships in the region.
We’ve deepened our long-standing relationship with Emirates through New Distribution Capability (NDC) integration, allowing us to offer travellers dynamic fares, ancillaries, and personalised options on our platforms. On the hospitality side, we’re collaborating with Adeera, a Saudi Public Investment Fund (PIF)-backed company.
Through our B2B platform, we’re helping them distribute hotel rates for upcoming properties across Saudi Arabia. These partnerships enable us to provide better packaging, flight + hotel bundles, and flexibility to travellers.
What are some of Expedia’s advertising initiatives in the Middle East?
Our travel media network, Expedia Group Media Solutions, has launched several impactful campaigns in the region. For example, “Sunshine Pass” with Experience Abu Dhabi highlights year-round experiences and is running in 13 global markets. We’re also working with Visit Oman, integrating local tour providers and launching a campaign targeting the US, UK, and Middle East markets. And in Jordan, our “Super Supper Club” campaign celebrates culinary tourism and has already driven a 9 per cent increase in demand and 17 per cent growth in gross revenue.
What kind of global interest are you seeing in Middle East travel destinations?
Interest is very strong. Dubai has become both a stopover hub and a standalone destination, with growing demand from North America in particular. We’ve also seen increased outbound travel from the UAE to the US and beyond. Across the board, search interest for the region is up year on year, showing sustained global appetite for Middle East destinations.
What’s Expedia’s strategic outlook for the Middle East in 2024 and beyond?
We’re doubling down on partnerships, onboarding more hotels, and scaling our Arabic-language websites for the UAE and Saudi Arabia to enhance user experience. We’re also expanding our advertising footprint and building integrated campaigns across channels to promote travel to the region. Technology is central — whether it’s mobile price tracking or packaged deals, we’re building smarter, more localised experiences.
How is AI expected to transform the travel experience?
AI will dramatically enhance personalisation. It allows us to use data more effectively to tailor offers and recommendations to each user. This means more relevant content, better planning tools, and increased conversion. Ultimately, it’s going to inspire more people to travel because the experiences presented to them will be more aligned with their preferences.
This was your first time attending ATM. How was the experience?
It was fantastic. The energy was palpable. I’ve heard from past attendees that this year felt even bigger and more productive. Conversations weren’t just exploratory — they were about actual implementation and collaboration. What’s exciting is seeing regional destinations working together.
Any final thoughts?
The Middle East is a strategic growth region for us. We’re committed to empowering our partners — through tech, tools, content, and global reach — to connect with millions of travellers. We see our role as an enabler of growth, helping partners unlock new revenue and build stronger travel ecosystems.
