Ariance Gorin started her role as Expedia Group CEO in Seattle after living in London and Paris for 23 years. She aims to bring a global perspective to the historically U.S.-focused company, with plans to expand internationally, including in Scandinavia and Japan. The company generated 63% of its revenue from U.S. points of sale in 2023.
Gorin’s priority is to focus on organic growth following a recent tech migration that brought several brands onto one platform. While she remains open to potential acquisitions, she believes the company has great opportunities for growth organically. International expansion will be a key focus, with Gorin taking a measured approach to ensure success in different countries.
Despite the growth in Expedia Group’s B2B business, Gorin is not concerned about losing customers to partner entities. She sees the B2B market as an opportunity to empower other companies and improve the travel ecosystem as a whole. The company will continue to power travel programs for loyalty programs, banks, retail outfits, and other travel agencies.
Vrbo, Expedia’s vacation-rental brand, faced challenges following a tech migration. Gorin remains optimistic about Vrbo’s future, emphasizing the importance of being persistent and continuously improving the platform. The company aims to win back customers and strengthen its position in the vacation rental market.
The introduction of the new One Key loyalty program has faced some challenges, particularly in transitioning Hotels.com customers. Gorin acknowledges that loyalty programs take time to gain traction but is pleased with the initial results. The program aims to capture more trips within the Expedia Group ecosystem and attract new customers to various brands under the group.
Expedia has increased discounting through the One Key program to cater to price-sensitive customers. Gorin emphasizes the importance of understanding customer preferences and providing discounts that drive engagement with hotel partners. The company remains competitive in the market while maintaining a strategic approach to pricing and merchandising.
Expedia is testing AI trip planners to enhance the traveler experience and streamline trip planning processes. The company introduced an upgraded version of its AI trip planner, Romie, to assist travelers not only in planning trips but also making real-time changes during the trip. The use of generative AI in trip planning is being tested to assess its potential impact on the travel industry. Despite a recent decline in Expedia’s stock price, Gorin remains focused on creating great products and experiences for travelers, engaging partners, and fostering a motivated and creative organizational culture. She believes that by prioritizing these aspects, the company’s share price will take care of itself.
