Booking platform Expedia® has announced a “Trip Matching” feature in a travel-industry first that allows travellers to build itineraries directly from Instagram reels, transforming inspiration into real-world plans. Social media users can now share any publicly-available content with Expedia and in return, they will receive “customised itineraries, destination ideas, and travel tips”, Expedia said in a press release.
“It’s no secret people are getting their news, inspiration and travel ideas from influencers and content creators, with a recent study showing that 80% of millennials rely on social media for travel decisions*,” said Jochen Koedijk, Chief Marketing Officer, Expedia Group. “We want to be where consumers get their inspiration, which is through social media. Now with Expedia® Trip Matching, travellers can seamlessly build an itinerary based on reels found on Instagram and book it directly on Expedia.”
Reporting on the innovation, Time Out asks how many people really do “come back later” to travel inspiration found online in a world where consumers are reportedly turning back to bricks and mortar travel agents, such as Trailfinders and TUI, which announced 21 new branches across the UK in 2023.
However, the booking platform breaks the “dream-to-reality” process into four steps in its press materials. First users need to “find inspiration” by scrolling Instagram. Next, they share it with Expedia, by using the @ icon to seek out the @Expedia account and send the reel. After that, “fast results” are promised, thanks to AI-generated replies that provide “personalised travel recommendations, itineraries, and trip planning.” The only stage left is booking, which can be carried out “directly from the customised itinerary”, Expedia points out.
The press release includes an example itinerary inspired by a video about Bora Bora in the South Pacific. The “Business Chat” response suggests four “Top Things To Do” (snorkelling, hiking, a lagoon trip, and a spa day). It also comes up with two “Hidden Gems” (Matira Beach at sunset and Coral Gardens snorkelling). At the bottom of the page, a scroll of accommodation options appears, each with a “Book with Expedia” function ready to hit.
Expedia® Trip Matching is now open for beta access to the press release notes, and will become available to US customers in the “upcoming weeks.” The tech solution means that Expedia is the first online travel agent (OTA) to integrate real-time, AI-powered travel planning directly into Instagram, a feature the firm says “reflects the company’s commitment to innovation and meeting the next generation of travellers where they are—inspired, mobile, and social-first.”
