How Expedia’s data strategy reshapes traveler influence
Why understanding early-stage intent and emotional travel drivers matters for hotel visibility and conversion
Expedia's VP of Marketing highlights a core message for hotels: travelers remain motivated, but their decision path is more emotional, fragmented and data-driven than ever before.
Rather than simply listing rooms, brands that help travelers imagine experiences, respond to emerging motivations, and engage earlier in the journey gain stronger influence.
First-party data and storytelling become strategic levers, shaping how guests discover, consider and ultimately select accommodations.
The hospitality winners of 2026 are those that combine operational excellence with meaningful positioning, inspiration and digital visibility.
Key takeaways
- Traveler motivation stays strong: Even with economic uncertainty, travel remains a priority and demand for experiences continues to grow.
- Early-stage influence matters: Many travelers are undecided until late in the journey, so hotels that engage with aspirational content or local experiences gain earlier attention.
- Emotion shapes hotel selection: Nature, sports, slower itineraries and meaningful travel drivers are increasingly relevant, suggesting hotels should communicate experience, not just assets.
- Data becomes a competitive advantage: Understanding booking signals and behavioral trends helps hotels tailor messaging, packages, and experience positioning.
- Storytelling strengthens conversion: Properties that communicate identity, uniqueness or purpose outperform generic listings competing only on rate or inventory.
- Visibility still determines bookings: Digital presence — from metasearch to OTA content to owned channels — remains critical in capturing undecided travelers at the moment of inspiration.
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