Expedia Group Grows Middle East Footprint with New Partnerships
New and Expanded Partnerships Announced Across Advertising, Travel Technology, Supply and Travel Agents.
Expedia Group has revealed a series of new travel partnerships designed to extend its presence in the Middle East. These partnerships span advertising, technology, and supply collaborations, in addition to the introduction of its Travel Agent Affiliate Program (TAAP) in the United Arab Emirates (UAE). This move reinforces Expedia’s dedication to providing Middle Eastern partners with access to its vast global traveller base, increasing their visibility, and driving new revenue opportunities.
Launch of Expedia TAAP in the UAE
Expedia’s B2B network, including the Expedia Travel Agent Affiliate Program (TAAP), is now available in the UAE. This platform aims to empower travel agents in the Middle East by offering a user-friendly booking system tailored to meet the growing demand in the region.
TAAP provides travel agents with the tools to enhance their earnings through access to Expedia’s extensive travel inventory and a seamless booking process. Agents receive commissions on the total booking value and benefit from various marketing resources and user-friendly tools to help grow their business.
Expedia’s B2B network has had a strong presence in the Middle East for over a decade, with key partnerships already established with companies such as Rezlive, Halalbooking, and Blackrock Technologies.
Advertising Middle Eastern Destinations to a Global Audience
Expedia Group Media Solutions, the global travel media network, provides targeted advertising solutions to travel partners, brands, and Destination Marketing Organizations (DMOs) looking to engage millions of travellers worldwide. For Middle Eastern partners, this platform serves as a powerful tool to connect with potential travellers through engaging content on a global scale. Advertisers benefit from cutting-edge measurement and reporting tools to optimize their campaigns and maximize their reach. New collaborations include:
> Experience Abu Dhabi: Expedia’s in-house creative team, E Studio, has worked with the Department of Culture and Tourism – Abu Dhabi to develop content that highlights the emirate’s stunning weather, rich heritage, modern attractions, and vibrant culture. This year-long campaign, which includes a microsite named Sunshine Pass, runs across various Expedia Group platforms and targets travellers in 13 different markets.
> Visit Oman: Expedia Group is partnering with local tour and activity providers to integrate their services into the platform using advanced API technology. A global digital marketing campaign running from April to September 2025 will showcase Oman’s unique travel offerings to travellers from the US, UK, and the Middle East.
> Jordan Tourism: Expedia is helping Jordan Tourism promote the country’s cultural and natural wonders, including Petra and Aqaba, through a campaign that leverages social media influencers from the US, UK, and Italy. E Studio created a special microsite featuring a Super Supper Club series, focusing on Jordan’s culinary delights. This initiative has already resulted in a 9% increase in demand and a 17% rise in gross revenue.
Empowering Partners with Enhanced Travel Technology
In addition to its advertising efforts, Expedia Group is expanding its technology partnerships with major airlines and hotel chains to help Middle Eastern partners gain greater market share and visibility among global travellers.
> Adeera: A subsidiary of Saudi Arabia’s Public Investment Fund (PIF), Adeera is set to become a national leader in hospitality. The company has entered a strategic partnership with Expedia Group, joining its B2B distribution rates program. This collaboration will allow Adeera to manage B2B rate distribution for its upcoming properties in Saudi Arabia while leveraging Expedia Group’s vast global network of B2B partners.
> Emirates: Expanding on an existing relationship, Expedia Group has fully integrated Emirates’ New Distribution Capability (NDC) API across its brands. This integration allows Expedia to offer Emirates’ NDC fares, products, and ancillary services, providing travellers with more options and flexibility during the booking process.
“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 solutions, an expanding travel agent network, and impactful advertising partnerships, we’re helping travel partners in the region extend their reach, enhance the traveller experience, and showcase their destinations to a global audience. We’re proud to support our partners in driving growth and delivering meaningful results in this important region.”
Expedia continues to enhance the traveller experience in the Middle East by offering bundled packages (flight + hotel) on its UAE and Saudi Arabia platforms, designed to save travellers time and money. Additionally, Expedia has introduced a flight price tracking tool on its app, which notifies travellers of price changes and offers data-driven advice on the best time to book. An Arabic-language version of the UAE and Saudi Arabia sites is also on the way to improve the user experience for local travellers.
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