How Expedia Group Is Doubling Down on B2B Tech Innovation

This sponsored content was created in collaboration with a Skift partner.

The travel industry is undergoing a rapid digital transformation, with businesses facing growing challenges in technology adoption, scalability, and integration. Many industry players struggle to keep pace with innovation, lacking the resources, expertise, or strategic technology partners needed to stay competitive.

This is where Expedia Group’s B2B technology solutions come into play — helping businesses navigate these challenges by providing cutting-edge AI tools, seamless integrations, and scalable infrastructure tailored to the unique needs of its partners. 

SkiftX spoke with Karen Bolda, chief product and technology officer, B2B, at Expedia Group, to explore how the company is supporting its partners, powering the industry, and preparing for its next wave of innovation. 

SkiftX: What major challenges do your partners face, and how does Expedia Group’s B2B technology help them overcome these obstacles?

Karen Bolda: Travel technology is advancing at a rapid pace, especially with AI. This presents extraordinary opportunities and real challenges for our partners. Businesses must quickly adopt new technology while continuing to exceed traveler expectations. That’s why in Private Label Solutions, our B2B business, we focus on providing the tools our partners need to keep up with this shifting landscape.

Our B2B technology powers over 70,000 businesses and 160,000 travel advisors worldwide. What’s exciting is that we’re leveraging one of the industry’s largest travel datasets and cutting-edge AI capabilities throughout our B2B tech so our partners stay competitive as technology changes to drive partner success.

Can you give us a breakdown of the specific tools and services Private Label Solutions provides? 

Our approach is deeply consultative — we don’t just offer products, we provide solutions tailored to business needs.

We offer enterprise-scale solutions, including our Rapid API, which provides instant access to more than 750,000 properties globally. We ensure our partners can focus on delivering exceptional traveler experiences rather than dealing with technical complexities.

Our White Label Template enables businesses to integrate an end-to-end travel booking experience into their own branded environments, making it easier for loyalty programs, financial institutions, airlines, and retailers to offer travel rewards across flights, hotels, cars, activities, packages, and several ancillary services. 

For travel advisors, Expedia’s Travel Agent Affiliate Program (Expedia TAAP) is an essential travel agent platform, offering a comprehensive booking engine with exclusive rates on over 3 million accommodations, 500 airlines, and 220,000 activities. Advisors using Expedia TAAP gain access to AI-driven features like Itinerary Builder, which reduces planning time to mere seconds, and Virtual Agent support, which resolves booking issues faster than traditional customer service models.

Beyond these products, we are deeply committed to our partners’ success. We have several partner-focused teams including integration consultants, user experience designers, and solution architects working directly with partners to ensure a smooth process, ongoing monitoring, and continuous improvements. We’re always evaluating and expanding our offerings based on what our partners and their travelers need.

How are you using AI for inventory management and matching travelers with products?

Expedia Group has been at the forefront of AI-driven travel solutions. Our machine-learning models analyze vast amounts of data to refine traveler recommendations, surface competitive rates, and optimize inventory distribution.

For example, our generative AI capabilities help travel suppliers curate custom offers for travelers, reducing manual work and ensuring that the most relevant travel options are presented in real time.

How are you differentiating Expedia Group from competitors?

We approach technology development from our partners’ perspective, asking, “How will this help our partners delight their travelers?” Our extensive travel technology expertise, vast travel dataset, and strong AI and ML capabilities are key differentiators. We work with our partners to co-innovate so we move faster and more effectively, while delivering smarter and more tailored solutions. Our B2B business was recently recognized on the 2024 Inc. Power Partner list for the solutions we build to help partners grow.

Beyond technology, our supply depth and breadth give partners access to competitive rates and comprehensive travel options. We have long standing strategic relationships with global suppliers and provide industry-leading customer service. Our multilingual contact centers and AI-driven virtual agents handle millions of traveler interactions annually, ensuring partners can deliver world-class service without increasing operational costs.

Is scaling innovation a challenge? You have partners all over the world with different business needs, regulations, and regional requirements. How do you tackle that while maintaining a consistent level of support?

Scaling innovation can definitely be a challenge. We are trusted by some of the world’s largest and most beloved businesses — global airlines, major financial institutions, and corporate travel companies — businesses like SoFi, Walmart, Finnair, Wheel the World, and Quill. Each of these businesses relies on our technology to deliver exceptional yet differentiated experiences for their customers.

When scaling, we lean in to understand our partners’ unique needs. Regional nuances matter, so we design and build for scale while ensuring solutions remain flexible. Our years of travel experience, petabytes of data, and diverse tech solutions allow us to meet partners at a global scale with tailored solutions.

Having access to vast datasets is a game-changer, especially when it comes to AI. It enables hyper-personalization and more accurate trend predictions, ensuring travelers receive the most relevant offers. Our data allows us to refine algorithms, anticipate market shifts, and provide insights that help partners make better business decisions.

Are there any big trends in B2B travel tech that you’re watching closely?

AI advancements are moving from theory into practice, and we’re just beginning to unlock its full potential. AI is driving personalization at scale, streamlining travel operations, detecting travel fraud, and even allowing travelers to plan trips based on photos they take.

Our B2B Innovation Center is dedicated to experimenting with emerging technologies, ensuring our partners stay competitive as AI continues to evolve. It’s a space where we experiment, iterate, and refine innovations before they scale. We are intentional about how we innovate with new products and build future AI tech.

As younger travelers shift towards credit card travel portals and direct booking channels, how does Expedia Group see this trend — more as a competitive threat, or as an opportunity to integrate deeper with financial institutions and loyalty ecosystems?

This is an opportunity and exciting industry trend to meet travelers where they are. We currently serve various loyalty programs because we know travel is one of the most important drivers and sought-after benefits. By partnering closely with financial institutions that have credit card-based loyalty programs, we can better serve travelers who have preferences for these programs. Travel portals provide a convenient way for travelers to access financial services and exclusive cardholder perks, making travel more rewarding and enjoyable. By powering these travel and loyalty programs, we can focus on delivering exceptional products, technology, and service for travel, while financial institutions stay concentrated on their strengths.

You’re in a male-dominated field. What has your experience been like as a woman in tech, and how has it influenced your leadership style?

My background is in software engineering, and early on, I realized that innovation thrives where there’s ownership, technical expertise, and a deep focus on customer needs.

When I was in university, I was often the only woman in my tech classes. I built credibility through competence in my work and delivery of results, and I’ve applied that same mindset throughout my career. While I’ve encountered challenges, I’ve also had tremendous support from colleagues, leaders, and friends who pushed me forward. Now, I see it as my responsibility to support others and ensure the industry continues evolving.

For me, a strong sense of ownership drives me to see my partners’ challenges as my own, which naturally pushes me to develop innovative solutions. Understanding the intersection of what technology makes possible and what matters to our B2B partners allows me to create impactful strategies. I’ve also been fortunate to work with amazing leaders at Expedia Group, including our CEO, Ariane Gorin, which has shaped my experience.

Any advice for people entering the industry, especially when it comes to navigating AI?

Stay adaptable and embrace continuous learning. The future of technology is constantly being rewritten, and we see this especially with AI. AI is advancing at a rapid pace, and the most successful businesses will be those that can pivot and integrate new capabilities quickly, driving true traveler and business impact.At Expedia Group, we build technology with flexibility at its core, enabling our partners to seamlessly adopt advancements without disruption. By embracing adaptability and change, both businesses and individuals can remain competitive and thrive in an AI-driven future.

To continue exploring Private Label Solutions’ B2B tech offerings, download the e-book.

This content was created collaboratively by Expedia Group and Skift’s branded content studio, SkiftX.