Expedia Group Strengthens Middle East Presence with Strategic Travel Partnerships

Expedia Group has announced a series of strategic partnerships aimed at expanding its influence across the Middle East travel ecosystem. The latest collaborations span advertising, travel technology, supply partnerships, and the launch of its travel agent affiliate program in the United Arab Emirates (UAE), reinforcing the company’s commitment to empowering regional partners and driving global visibility for Middle Eastern destinations.

Travel Agent Expansion in the UAE

As part of its B2B network, Expedia has launched the Travel Agent Affiliate Program (TAAP) in the UAE. The intuitive platform gives Middle East-based travel agents access to Expedia’s extensive inventory and seamless booking tools. Agents benefit from commission on total booking value and can leverage marketing support and user-friendly tools to expand their business.

TAAP is a key component of Expedia’s Private Label Solutions and builds on more than a decade of B2B operations in the region, which already includes partnerships with Rezlive, Halalbooking, and Blackrock Technologies.

Driving Destination Visibility through Media Solutions

Expedia Group Media Solutions is also extending its advertising capabilities in the region with new campaigns in collaboration with prominent tourism boards:

• Experience Abu Dhabi: In partnership with the Department of Culture and Tourism – Abu Dhabi, Expedia’s E Studio launched the Sunshine Pass campaign across 13 markets. The content highlights the emirate’s culture, attractions, and year-round appeal via a dedicated microsite, social media, and digital platforms.

• Visit Oman: Integrating local tour and activity providers using API tech, the partnership includes a digital marketing campaign (April–September 2025) targeting US, UK, and Middle East audiences with a focus on Oman’s authentic summer and fall offerings.

• Jordan Tourism: Leveraging influencer marketing and E Studio creative content, the Super Supper Club series showcased Jordan’s culinary and cultural highlights. The campaign led to a 9% increase in demand and a 17% boost in gross revenue.

Boosting Market Share with Advanced Travel Technology

Expedia Group’s commitment to regional partners also includes technological integrations aimed at improving visibility and operational efficiency:

• Adeera: A Public Investment Fund (PIF)-backed company and Saudi Arabia’s upcoming hospitality leader, Adeera, joins Expedia’s B2B rate distribution program to optimize its upcoming hotel launches and connect with global travelers.

• Emirates: The airline’s partnership with Expedia now includes full NDC API integration, allowing Expedia to offer Emirates’ exclusive fares and ancillaries with greater flexibility and booking enhancements.

Enhancing Traveler Experience in the Region

Expedia has also introduced packages (flight + hotel) on its UAE and Saudi Arabia points of sale, offering customers better value and convenience. The flight price tracking tool, now available on the Expedia app, alerts users of fare changes and advises on optimal booking times.

An Arabic-language version of the UAE and Saudi Arabia websites is also set to launch soon, improving accessibility and the overall booking experience for regional users.

“We’re excited to collaborate with key players in the Middle East travel industry,” said Rob Torres, Senior Vice President, Expedia Group Media Solutions. “By combining innovative technology, an expanding agent network, and impactful advertising, we’re helping partners grow their reach and showcase the region to the world.”