Expedia Group has launched its travel agent programme, Expedia Travel Agent Affiliate Program (TAAP), part of the company’s B2B network, Private Label Solutions, in the UAE for the first time.
“This dedicated platform, a long-missing piece in the region, allows travel agencies to effortlessly book hotels,” Robin Lawther, Vice President, Expedia Travel Agent Affiliate Program (TAAP), tells TTN. “With 32 points of sale globally, the absence of TAAP in the Middle East was keenly felt by local partners. This launch directly responds to that pent-up demand, providing a powerful new tool for agents to easily access and sell Expedia's extensive travel content.” TAAP empowers travel agents to boost their earnings with access to its vast travel inventory and a seamless booking experience. Travel agents earn commission on total booking value and grow their business with user friendly tools, marketing materials and more. “We have also, as part of the launch, hired a team that's based specifically in the UAE, and so we've got a locally based account management team.” Expedia plans to roll TAAP out in Saudi Arabia later this year. Following that, expand services across the entire Middle East, “as we've noted significant interest from countries like Oman, Jordan, Kuwait, and Bahrain in partnering with us,” he says. When it comes to providing tools for travel agents, the market is saturated with competitors. However, Expedia stands apart. “Our key differentiator lies in our directly contracted hotels. Unlike many competitors who aggregate content from numerous external suppliers, forming a complex daisy chain of bookings, while every hotel we sell is a direct partnership. “This direct relationship ensures two critical advantages: highly competitive rates and unparalleled support. If a booking issue arises, we don't navigate a labyrinth of third parties; we directly contact the hotel, resolving problems swiftly. This depth and breadth of directly sourced hotel content is a core strength in our B2B success, making us the preferred partner for agents seeking reliability and efficiency.” Also part of Expedia’s Private Label Solutions is its API product, which allows businesses with existing booking interfaces to directly connect and access Expedia's vast hotel inventory. For airlines and other entities where hotels aren't a core specialty, the white label template provides a custom-built website solution, enabling them to direct traffic and leverage Expedia's booking engine. The company also announced a series of strategic travel partnerships aimed at expanding its footprint to additional markets in the Middle East, spanning advertising, technology and supply partnerships. The partnerships underscore the company’s commitment to empowering Middle Eastern partners with access to its global traveler audience, increasing their visibility and driving incremental revenue growth. Other areas of Expedia Group's B2B network have operated in the Middle East for more than 10 years with key partnerships including Rezlive, Halalbooking and Blackrock Technologies. On the consumer front, Expedia Group is enhancing the travel experience in the UAE and Saudi Arabia by offering flight and hotel packages on its local platforms. The Expedia app now includes a flight price tracking tool to help travelers decide when to book, and Arabic-language versions of the UAE and Saudi Arabia websites will soon be available to further improve the booking process. Expedia Group Media Solutions is promoting the Middle East to a global audience through innovative advertising. Key recent partnerships include Experience Abu Dhabi (showcasing the emirate via a Sunshine Pass microsite), Visit Oman (integrating local tours and targeting US, UK and Middle Eastern travellers), and Jordan Tourism (leveraging social influencers and a Super Supper Club for culinary highlights, resulting in 9 per cent demand growth and 17 per cent gross revenue increase). The group is strengthening its technology partnerships in the Middle East. It has partnered with Adeera, Saudi Arabia's national hospitality champion for B2B distribution. A full integration of Emirates' New Distribution Capability (NDC) API on Expedia Group brands will enhance flight booking experiences, offering NDC fares and ancillary services. These initiatives aim to boost market share and global visibility for Middle Eastern partners.