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Expedia CEO: Joining Meta's Muse, AEO Becomes Fastest-Growing Channel

Expedia Group CEO Ariane Gorin said at Skift Global Forum that Expedia will be on Meta's Muse AI agent, with the partnership announced the day before she spoke. She described a case-by-case, experimental approach to emerging agent platforms, with teams engaging Google, OpenAI, Anthropic and Meta. Gorin said AEO (answer engine optimization) is now Expedia's fastest-growing channel and that paid advertising in AI environments is starting to evolve. Expedia reversed course from a single end-to-end agent to modular AI agents reused across brands, while strengthening direct channels through bundling, servicing and loyalty.

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Impact and considerations

Agentic AI platforms are emerging as a new travel distribution entry point; Expedia's participation and modular strategy offer a reference path for OTAs, hotels and airlines, while the evolution of AEO and AI paid advertising could reshape search and customer-acquisition economics.

Key points

  • Gorin said Expedia will be on Meta's Muse AI agent, with the partnership announced the day before she spoke.
  • Expedia takes a case-by-case, experimental approach to emerging agent platforms, with teams engaging Google, OpenAI, Anthropic and Meta to stay at the table as discussions evolve.
  • Gorin said AEO (answer engine optimization) is now Expedia's fastest-growing channel, building on SEO fundamentals, while paid advertising in AI environments is starting to evolve.
  • Expedia reversed course from a single end-to-end AI agent to modular agents, reusing common technology across brands to move faster in different contexts.
  • Gorin said bundled bookings are at record levels and improving every quarter, and that investments in bundling, savings, servicing and loyalty make the direct channel durable.
  • She said she does not believe end-to-end conversational booking will capture a large share of travel transactions, since travel planning is multi-turn and often involves talking to different people and reflection.

Sources and time

Primary source
Skift
Other sources
0
First source publication
25 Sept 2026, 01:36
Page published
25 Sept 2026, 02:13
Last updated
25 Sept 2026, 01:36
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