As AI transforms how travelers search and book, Expedia’s CMO is reinventing the marketing funnel – from inspiration to conversion – in a smarter, faster digital landscape
Jun 2, 2025
In an era where artificial intelligence is reshaping consumer behaviors, Expedia Group is proactively transforming its approach to travel planning. Jochen Koedijk, Expedia’s Chief Marketing Officer, outlines the company’s strategy to integrate AI technologies, aiming to streamline the journey from travel inspiration to booking. By leveraging partnerships with leading AI platforms and enhancing internal capabilities, Expedia seeks to remain at the forefront of the evolving digital travel landscape.
Key takeaways
- Embracing AI-driven search: Recognizing the shift from traditional search engines to conversational AI tools like ChatGPT and Microsoft’s Copilot, Expedia is adapting its services to align with these new user behaviors.
- Innovative social media integration: Expedia is testing features that allow users to send social media content, such as Instagram Reels, to the platform. The AI then identifies the location and provides travel planning options, bridging the gap between inspiration and action.
- Strategic partnerships: Collaborations with OpenAI and Microsoft have positioned Expedia as a launch partner for emerging AI tools, ensuring early access and integration into evolving technologies.
- In-house expertise development: To swiftly adapt to the rapidly changing AI landscape, Expedia is investing in building robust internal marketing and AI capabilities.
- Navigating AI-enhanced search engines: With Google’s introduction of AI Overviews via its Gemini model, Expedia is analyzing traffic patterns to optimize performance, noting that while traffic may decrease, conversion rates could improve due to more qualified leads.
- Collapsing the marketing funnel: Koedijk envisions a future where AI streamlines the consumer journey, reducing the steps from discovering travel inspiration to making a booking, thereby enhancing user experience and efficiency.
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