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