Expedia strengthens experiences business

Expedia Group’s acquisition of Amsterdam-based Tickets closed in early 2026, with reporting placing the deal value at about $279 million. Expedia said the purchase was part of its push to expand activities and experiences, the same segment where Airbnb has long held a strong consumer-facing presence.

Strategically, this is about the full-trip stack. OTAs are no longer competing only on flights and hotels they are racing to own the add-ons that improve yield and loyalty, including attractions, tours, and local experiences. For suppliers, this means better distribution reach, but also more pressure to integrate inventory cleanly and package it in ways that are easy to sell across channels.