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Company > Expedia Group: Business Model, SWOT Analysis, and Competitors 2023

Expedia Group: Business Model, SWOT Analysis, and Competitors 2023

Published: May 19, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Expedia Group for the year 2023. Expedia Group is a renowned online travel company that operates a range of brands, offering travel booking services to customers worldwide. By understanding the key components of their business model, analyzing their strengths, weaknesses, opportunities, and threats, as well as exploring their competitors, we can gain valuable insights into the company's position in the market and its potential for the future.

    What You Will Learn:

    • Who owns Expedia Group and the significance of its ownership in the travel industry.
    • The mission statement of Expedia Group and how it guides the company's operations and goals.
    • How Expedia Group generates revenue and the various sources of income for the company.
    • An in-depth explanation of the Expedia Group Business Model Canvas and its components.
    • The main competitors of Expedia Group and their impact on the company's market position.
    • A comprehensive SWOT analysis of Expedia Group, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Expedia Group?


    Expedia Group is a globally renowned online travel company that operates a wide range of travel booking websites. It provides a platform for users to search, compare, and book flights, hotels, rental cars, cruises, and other travel-related services. As a major player in the travel industry, it is natural to wonder who owns Expedia Group and holds significant stakes in the company.

    Major Shareholders

    Barry Diller

    Barry Diller, an American media executive and entrepreneur, is one of the key figures associated with Expedia Group. He has been instrumental in the growth and development of the company since its inception. Diller currently serves as the Chairman and Senior Executive of Expedia Group. Through his holding company, IAC/InterActiveCorp, Diller holds a substantial ownership stake in Expedia Group. IAC has been a major investor in the company and has played a crucial role in its strategic direction.

    Institutional Investors

    Expedia Group also has a significant number of institutional investors who own substantial stakes in the company. These institutional investors include large investment firms, pension funds, and asset management companies. Vanguard Group, BlackRock, and Capital Research and Management are among the prominent institutional investors with notable ownership positions in Expedia Group. These institutional investors often have long-term investment strategies and play a crucial role in shaping the company's future through their voting rights and influence.

    Public Shareholders

    Apart from the major shareholders mentioned above, Expedia Group also has a significant number of public shareholders who own shares of the company. Public shareholders include individual investors, retail investors, and other entities that hold shares of Expedia Group through stock exchanges. Public shareholders have the opportunity to invest in Expedia Group and participate in the company's growth and financial performance.


    Expedia Group is owned by a diverse group of stakeholders, including its Chairman Barry Diller, institutional investors, and public shareholders. Barry Diller's influence and strategic involvement have been instrumental in shaping the company's direction. Institutional investors, with their significant ownership stakes, play a crucial role in decision-making and long-term planning. Public shareholders have the opportunity to participate in the company's growth and success, making Expedia Group a truly collective ownership endeavor.

    What is the mission statement of Expedia Group?

    The Mission Statement of Expedia Group

    Expedia Group, one of the world's leading travel companies, has a clear and concise mission statement that guides its operations and strategic decisions. The mission statement of Expedia Group is:

    "To power travel for everyone, everywhere."

    This mission statement highlights the company's commitment to making travel accessible and enjoyable to people from all walks of life, regardless of their location. It emphasizes the company's dedication to leveraging technology and innovation to simplify and enhance the travel experience.

    With a global presence and a diverse portfolio of brands including Expedia, Hotels.com, Orbitz, and Travelocity, Expedia Group's mission is to connect travelers with the widest selection of accommodation, transportation, and experiences. By doing so, they aim to empower individuals to explore the world and create unforgettable memories.

    Through their online platforms and mobile applications, Expedia Group strives to provide travelers with a seamless and personalized booking experience. Their mission revolves around utilizing data-driven insights, advanced technologies, and a customer-centric approach to deliver tailored recommendations and competitive prices.

    Expedia Group's mission statement also underscores their commitment to collaboration and partnership within the travel industry. The company actively engages with hoteliers, airlines, and other key stakeholders to foster mutually beneficial relationships and drive innovation in the travel sector.

    In summary, Expedia Group's mission statement encapsulates their ambition to be the go-to platform for travelers around the globe. By harnessing the power of technology and their extensive network, they aspire to make travel accessible, enjoyable, and rewarding for everyone, everywhere.

    How does Expedia Group make money?


    Expedia Group is a leading online travel company that operates a portfolio of well-known brands such as Expedia, Hotels.com, Vrbo, and Travelocity. With a vast global presence, Expedia Group connects millions of travelers with various travel services, including accommodations, flights, car rentals, and activities. In this section, we will delve into the primary revenue streams of Expedia Group and explore how they generate income.

    Commissions and Booking Fees

    The main source of revenue for Expedia Group comes from commissions and booking fees charged to their partners. When a traveler books a hotel room, flight, or other travel-related services through one of the Expedia Group websites or mobile apps, the company earns a commission from the service provider. These commissions are typically a percentage of the total booking value and vary depending on the type of service and agreement with the partner.

    Expedia Group's extensive network of partners, including hotels, airlines, car rental companies, and activity providers, allows them to earn commissions on a wide range of travel-related transactions. By acting as an intermediary between travelers and service providers, Expedia Group benefits from the convenience and trust they have built with their users, driving a significant portion of their revenue.

    Advertising and Media Services

    In addition to commissions, Expedia Group generates revenue through advertising and media services. The company offers advertising opportunities to hotels, airlines, and other travel-related businesses, allowing them to promote their services on Expedia Group's websites and apps. Through targeted advertising campaigns, these partners can reach a large audience of potential travelers, boosting their brand visibility and bookings.

    Expedia Group also provides media services, such as sponsored listings and featured placements, which offer enhanced visibility and prominence to partner properties or services. By paying for these premium placements, partners can increase their chances of attracting bookings and gaining a competitive advantage within Expedia Group's vast marketplace.

    Vacation Rental and Home Sharing Revenue

    Expedia Group has a significant presence in the vacation rental and home sharing market through its brand Vrbo (formerly known as HomeAway). Vrbo allows property owners to list their vacation homes, apartments, and other unique accommodations for rent. In return, Expedia Group charges property owners annual subscription fees and booking commissions when travelers secure reservations through the Vrbo platform.

    Given the rising popularity of vacation rentals, this segment has become an important revenue stream for Expedia Group. By catering to travelers seeking alternative accommodations, Vrbo contributes to the company's overall profitability.

    Other Revenue Sources

    Expedia Group also generates revenue through various other sources, including:

    • Car rental partnerships: Expedia Group partners with car rental companies, earning commissions on bookings made through their platforms.
    • Travel insurance: Expedia Group offers travel insurance options to travelers during the booking process, earning a commission on insurance policy sales.
    • Loyalty programs: The company operates loyalty programs, such as Expedia Rewards and Hotels.com Rewards, where members earn points on eligible bookings. Expedia Group monetizes these programs by partnering with businesses that offer rewards redemption options.
    • Software solutions: Expedia Group provides technology solutions and software to hotels and other travel businesses, earning revenue through licensing and service fees.

    These additional revenue sources diversify Expedia Group's income streams, contributing to its overall financial stability.


    Expedia Group's revenue primarily stems from commissions and booking fees, advertising and media services, vacation rental and home sharing, and various other sources such as car rental partnerships, travel insurance, loyalty programs, and software solutions. By leveraging their extensive partner network, Expedia Group continues to thrive in the highly competitive online travel industry, offering a comprehensive platform for travelers while generating substantial revenue.

    Expedia Group Business Model Canvas Explained


    Expedia Group is a renowned global travel technology company that operates an extensive portfolio of online travel brands. Their business model canvas sheds light on the key elements that drive their success and innovation in the travel industry. This article aims to provide a comprehensive explanation of Expedia Group's business model canvas, highlighting the interdependencies and strategic choices that underpin their operations.

    Key Partnerships

    Expedia Group's business model heavily relies on strategic partnerships with various stakeholders in the travel industry. These partnerships include hotel chains, airlines, car rental companies, and other travel service providers. By collaborating with these partners, Expedia Group ensures a wide range of inventory and options for travelers, enticing them to book through their platform. Additionally, partnerships with global distribution systems (GDS) and travel agencies help Expedia Group expand its reach and customer base.

    Key Activities

    The key activities of Expedia Group revolve around providing a comprehensive and user-friendly online platform for travelers to search, compare, and book travel-related services. This entails building and maintaining a robust technological infrastructure capable of handling millions of searches and bookings daily. Expedia Group also invests heavily in data analytics and machine learning algorithms to optimize their search results and personalize recommendations for their users. Moreover, customer support, marketing, and branding efforts are pivotal in ensuring a seamless user experience throughout the travel booking journey.

    Key Resources

    Expedia Group leverages a variety of key resources to fuel its operations and maintain a competitive edge. Firstly, their extensive network of partnerships and collaborations enables access to a vast inventory of travel services, ensuring a wide range of options for customers. Secondly, their technological infrastructure, including servers, data centers, and software systems, forms the backbone of their platform, enabling seamless transactions and real-time availability updates. Additionally, Expedia Group's skilled workforce, comprising engineers, data scientists, marketers, and customer service representatives, is a critical resource in driving innovation and providing exceptional service to customers.

    Value Proposition

    Expedia Group's value proposition lies in offering travelers a comprehensive and convenient platform to fulfill all their travel needs. By aggregating a vast selection of travel services and providing transparent pricing and availability information, Expedia Group empowers customers to make informed decisions. Their user-friendly interface, personalized recommendations, and loyalty program further enhance the value proposition, ensuring a seamless and rewarding booking experience. Moreover, Expedia Group's competitive pricing and exclusive deals attract cost-conscious travelers, making their platform a go-to choice for budget-friendly travel arrangements.

    Customer Segments

    Expedia Group caters to a diverse range of customer segments within the travel industry. This includes individual leisure travelers, families, business travelers, and even travel agents. Expedia Group recognizes the varying needs and preferences of these segments and tailors its platform to provide relevant offerings. For instance, they offer family-friendly accommodations, corporate travel management services, and specialized packages for group bookings. By understanding and catering to different customer segments, Expedia Group maximizes its market reach and revenue potential.


    Expedia Group employs multiple channels to engage with its customers and facilitate bookings. The primary channel is their online platform, accessible via desktop and mobile devices, which allows customers to search, compare, and book travel services. Expedia Group also operates dedicated mobile applications for a more streamlined experience on smartphones and tablets. Furthermore, they leverage various marketing and advertising channels, including search engine marketing, social media, and affiliate partnerships, to attract and retain customers.

    Revenue Streams

    Expedia Group generates revenue through multiple streams within the travel industry. The primary source of revenue is the commission earned from each booking made through their platform. Additionally, they offer advertising services to travel service providers, allowing them to promote their offerings to Expedia Group's vast customer base. Expedia Group also generates revenue through partnerships with global distribution systems, where they receive a share of the booking fees for reservations made through these systems.


    Expedia Group's business model canvas demonstrates how they have built a successful platform that connects travelers with a diverse range of travel services. By leveraging key partnerships, resources, and activities, Expedia Group delivers a compelling value proposition to customers while generating revenue through various channels. Understanding the intricacies of their business model canvas provides valuable insights into the strategies and choices that have propelled Expedia Group to become a leading player in the travel industry.

    Which companies are the competitors of Expedia Group?

    Competitors of Expedia Group

    Expedia Group is a prominent player in the online travel industry, but it does face stiff competition from several other companies. Here are some of the major competitors of Expedia Group:

    1. Booking Holdings: Formerly known as Priceline Group, Booking Holdings is one of the largest online travel companies worldwide. It owns popular brands such as Booking.com, Kayak, Agoda, and Priceline. With a vast inventory of hotels, flights, and other travel services, Booking Holdings competes directly with Expedia Group in various markets.

    2. TripAdvisor: Although primarily known as a travel review website, TripAdvisor has expanded its offerings to include hotel and flight bookings. It provides a platform for users to search and compare prices, read reviews, and make reservations. TripAdvisor's extensive user-generated content and its influence on travelers make it a formidable competitor for Expedia Group.

    3. Ctrip: As a leading travel service provider in China, Ctrip has a significant presence in the Asian market. With a wide range of services including hotel bookings, flight reservations, and package tours, Ctrip competes with Expedia Group not only in China but also globally. Ctrip's strategic partnerships and strong customer base give it an advantage in the highly competitive travel industry.

    4. Airbnb: While not a traditional online travel agency, Airbnb has disrupted the accommodation sector by offering unique and alternative lodging options. With its vast inventory of short-term rentals, ranging from apartments to castles, Airbnb provides a different experience for travelers. This has resulted in increased competition for Expedia Group's hotel booking business, especially in the leisure and vacation rental markets.

    5. Orbitz Worldwide: Acquired by Expedia Group in 2015, Orbitz Worldwide was a direct competitor before the merger. However, some of its brands, such as Orbitz and CheapTickets, still operate under Expedia Group. These brands continue to compete with other subsidiaries within Expedia Group, as well as with external players in the travel industry.

    6. Google: While not an online travel agency, Google has become a significant competitor in the travel space. With its search engine, Google Flights, and Google Hotel Search, the tech giant provides users with the ability to find and compare travel options directly from its platform. Google's strong online presence and extensive user base make it a notable competitor for Expedia Group.

    It is worth noting that the online travel industry is highly competitive and dynamic, with new players emerging and existing ones evolving their offerings. As a result, the competitive landscape for Expedia Group may continue to change, requiring the company to adapt and innovate to maintain its market position.

    Expedia Group SWOT Analysis


    Expedia Group has several key strengths that contribute to its success in the online travel industry:

    1. Global presence: Expedia Group operates in over 200 countries, offering a wide range of travel services and accommodations worldwide. Its extensive network allows it to reach a diverse customer base and tap into different markets.

    2. Brand recognition: Expedia Group has established itself as a leading online travel agency and has built a strong brand reputation over the years. Its name is synonymous with travel booking and is often the go-to platform for travelers looking for convenient and reliable services.

    3. Technological expertise: Expedia Group invests heavily in technology to enhance its platform and provide a seamless user experience. Its robust online booking system, user-friendly interfaces, and mobile applications have set it apart from competitors, attracting a large customer base.

    4. Wide range of offerings: Expedia Group offers a comprehensive suite of travel services, including flights, hotels, car rentals, vacation packages, and activities. This diverse portfolio allows customers to plan and book their entire trip in one place, increasing convenience and customer loyalty.


    Despite its strengths, Expedia Group also faces certain weaknesses that could hinder its growth and competitive advantage:

    1. High competition: The online travel industry is highly competitive, with numerous players vying for market share. Expedia Group faces strong competition from other online travel agencies, hotel chains, and even direct booking options offered by airlines and hotels. This intense competition puts pressure on Expedia Group to constantly innovate and differentiate itself to attract and retain customers.

    2. Dependency on third-party suppliers: Expedia Group relies heavily on partnerships with airlines, hotels, and other travel suppliers to offer its services. This dependency can pose challenges when negotiating contracts, securing competitive pricing, or dealing with changes in supplier availability. Any disruptions or conflicts with suppliers could impact Expedia Group's ability to provide a seamless booking experience.


    Expedia Group also has several opportunities that it can capitalize on to expand its market presence and improve its offerings:

    1. Growth in emerging markets: Expedia Group can tap into the growing travel markets of emerging economies, such as China, India, and Brazil. These markets offer significant growth potential as more people gain access to disposable income and embrace international travel. Expedia Group can tailor its services and marketing strategies to cater to the specific needs and preferences of these markets.

    2. Advancements in technology: Expedia Group can leverage technological advancements, such as artificial intelligence, machine learning, and big data analytics, to further enhance its platform and personalize the travel booking experience. By leveraging these technologies, Expedia Group can offer tailored recommendations, improve search algorithms, and provide more personalized customer support.


    Expedia Group also faces certain threats that could impact its business and market position:

    1. Economic downturns and geopolitical factors: Economic downturns, political instability, or travel restrictions can significantly impact the demand for travel services. Expedia Group's revenue and profitability are sensitive to these external factors, making it vulnerable to fluctuations in global economic and political conditions.

    2. Regulatory challenges: The online travel industry is subject to various regulations and legal frameworks in different countries. Expedia Group needs to ensure compliance with these regulations, which can vary significantly from one market to another. Changes in regulations or legal actions against Expedia Group could result in financial penalties or operational disruptions.

    In conclusion, Expedia Group's strengths, such as its global presence, brand recognition, technological expertise, and wide range of offerings, have positioned it as a leading player in the online travel industry. However, it also faces weaknesses, including intense competition and dependency on third-party suppliers. Expedia Group has opportunities to capitalize on emerging markets and technological advancements, but it must also be mindful of threats such as economic downturns, geopolitical factors, and regulatory challenges.

    Key Takeaways

    • Expedia Group is owned by various institutional and individual investors, with no single majority owner.
    • The mission statement of Expedia Group is to bring the world within reach by providing travel services and experiences that connect people with their desired destinations.
    • Expedia Group generates revenue through various means, including hotel bookings, flight reservations, vacation rentals, car rentals, and advertising partnerships.
    • The Expedia Group Business Model Canvas encompasses key elements such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.
    • Key competitors of Expedia Group include Booking Holdings, Trip.com Group, Ctrip Group, and Airbnb.
    • Expedia Group's SWOT Analysis highlights strengths such as a wide network of travel partners, weaknesses such as high dependence on third-party suppliers, opportunities such as technological advancements, and threats such as intense competition and economic downturns.


    In conclusion, Expedia Group is a leading travel technology company that owns various online travel platforms, including Expedia, Hotels.com, and Vrbo. Its mission is to bring the world within reach by providing travelers with convenient and affordable booking options. Expedia Group generates revenue through various sources, including hotel and vacation rental bookings, advertising, and other travel-related services.

    Analyzing Expedia Group's business model canvas reveals its key activities, resources, and partnerships that contribute to its success. From customer acquisition and retention strategies to its extensive network of suppliers and distribution channels, Expedia Group has created a robust ecosystem that caters to the needs of travelers worldwide.

    While Expedia Group dominates the online travel industry, it faces fierce competition from companies like Booking Holdings (owner of Booking.com and Kayak) and TripAdvisor. These companies also strive to capture market share and offer similar services, making the industry highly competitive.

    Conducting a SWOT analysis of Expedia Group reveals its strengths, weaknesses, opportunities, and threats. The company's strong brand recognition, global presence, and technological expertise are its strengths, enabling it to stay ahead of the competition. However, weaknesses such as dependency on hotel reservation commissions and vulnerability to economic downturns pose challenges.

    Looking ahead, Expedia Group must continue to innovate and adapt to changing consumer preferences and technological advancements. Expanding its offerings, enhancing its user experience, and strengthening its partnerships will be crucial in maintaining its market leadership in the highly competitive travel industry.


    What is the weakness of Expedia group?

    One of the weaknesses of Expedia Group is its heavy dependence on third-party suppliers. Expedia acts as an intermediary between travelers and various travel suppliers such as hotels, airlines, car rental companies, etc. This reliance on external suppliers makes Expedia vulnerable to factors outside of its control, such as changes in supplier prices, availability, or quality. It may also face challenges in maintaining strong relationships with suppliers, as they could choose to work directly with customers or with competing online travel agencies.

    Another weakness is the intense competition in the online travel industry. Expedia faces strong competition from other major players such as Booking Holdings, Airbnb, and TripAdvisor. Additionally, new entrants and disruptive technologies pose a threat to Expedia's market share. The competitive landscape puts pressure on Expedia to constantly innovate, improve its services, and invest in marketing to maintain its position in the industry.

    Furthermore, Expedia's profitability is impacted by the high advertising and marketing expenses it incurs to attract and retain customers. The company spends significant amounts on digital marketing campaigns and advertising to drive traffic to its platform. This expense can limit the company's profitability and financial performance, especially during periods of economic downturn or increased competition.

    Lastly, Expedia Group operates in a highly regulated industry, subject to various laws and regulations related to travel and tourism. Compliance with these regulations can be costly and time-consuming, and any failure to comply can result in legal and financial consequences. The complexity of adhering to different regulations across multiple countries and regions adds another layer of challenge for Expedia.

    What is Expedia's competitive advantage?

    Expedia's competitive advantage lies in a few key areas:

    1. Extensive inventory: Expedia has partnerships with a vast network of airlines, hotels, car rental companies, and other travel service providers. This allows them to offer a wide range of options to customers, giving them more choices and flexibility in their travel planning.

    2. User-friendly platform: Expedia provides an easy-to-use website and mobile app that allows customers to search, compare, and book travel services seamlessly. Their platform offers intuitive navigation, detailed information, and various filters to help customers find the best options for their needs.

    3. Competitive pricing: Expedia's size and bargaining power enable them to negotiate competitive rates with travel service providers. This allows them to offer customers discounted prices and special deals, making them an attractive option for budget-conscious travelers.

    4. Loyalty program: Expedia operates a loyalty program called Expedia Rewards, which offers members benefits such as exclusive discounts, bonus points, and access to special promotions. This program helps retain customers and encourages repeat bookings, giving Expedia a competitive edge.

    5. Customer support: Expedia provides customer support 24/7, allowing travelers to get assistance at any time. They offer support via phone, email, and live chat, ensuring that customers can get help with their bookings, changes, or any other queries they may have.

    Overall, Expedia's competitive advantage stems from their extensive inventory, user-friendly platform, competitive pricing, loyalty program, and strong customer support. These factors contribute to their ability to attract and retain customers in the highly competitive online travel booking industry.

    What is the unique selling point of Expedia?

    The unique selling point of Expedia is its comprehensive travel platform that allows users to search and book flights, hotels, rental cars, vacation packages, cruises, and activities all in one place. Expedia offers a wide range of options and deals, giving customers the ability to compare prices and find the best travel options that suit their needs and budget. Additionally, Expedia provides a user-friendly interface, customer reviews, and 24/7 customer support to ensure a smooth and convenient travel booking experience.

    What is Expedia Group mission statement?

    The mission statement of Expedia Group is: "To power global travel for everyone, everywhere."

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