Expedia appears to be seeing the benefit of partnering with as many third parties as possible through its Affiliate Network.
After stating earlier this summer that there is “no technical limit” to the number of organisations it can sign content deals with, Expedia’s roster of partners keeps growing – probably faster than any other part of its business (apart from TripAdvisor).
The most recent deal, announced this week with the AA, one of the UK’s leading motoring organisations, is currently limited to the UK and Ireland.
But the tie-in with the AA, which will see a search and booking facility provided by Expedia, is another example of how the EAN team is picking up clients that have the potential to add volume to the wider business – The Guardian newspaper website, Sky Travel, Lonely Planet and Eurostar are four of what Expedia would consider its top partners.
Included in the AA deal, but neglected to be mentioned in the press release, is the inclusion of TripAdvisor reviews alongside hotel properties.
It is this element which has been missing from many of the white label partnerships signed over the past 12 months.
The Sky Travel package was the first time in the UK that Expedia and TripAdvisor had united to create a white label combining the two brands for a client.