Expedia Group streaming platform: Book what you watch

The concept of “set-jetting” – traveling to destinations and properties seen in movies or TV shows – has taken off in the past year as shows such as “White Lotus” have driven a spike in bookings.

According to the American Express 2023 Global Travel Trends Report, based on surveys of 3,000 travelers in the United States and six other countries, 64% of respondents agree they have been inspired to travel to a destination after seeing it featured on a TV show, news source or movie.

Expedia Group shared similar results last fall in a report based on surveys and first-party data that found 61% of travelers had booked a trip after seeing the destination in a show or movie.

“Streamed moves and TV shows are now the top sources of travel inspiration (40%), outpacing the influence of social media … and on par with recommendations from friends and family,” according to the report, The No-Normal: Unexpected Travel Trends in 2023. 

To helps its partners respond to this trend, Expedia Group has created a new “shoppable” streaming platform through its Expedia Group Media Solutions advertising unit.

The interactive solution lets viewers book travel as they are watching video content.

The platform is launching with Brand USA as its first partner. The destination marketing organization for the United States has created a website targeted to travelers from Canada, with additional markets in the pipeline, that showcases videos of trips across the U.S. with links to book hotels, experiences and flights while watching.

“At Brand USA, we pride ourselves in being the nation’s storyteller and bringing U.S. cities and states to life through compelling short- and long-form video content. We understand that film and TV is a powerful motivator of travel,” said Staci Mellman, senior vice president of integrated marketing at Brand USA.

“We are excited to be partners with Expedia Group in launching this new technology platform, and for us, this initiative represents the next evolution of storytelling - guiding consumers from awareness to action by giving them the opportunity to directly book what they see on screen.”

The site is configured so Brand USA can track and measure the impact of the content on travelers’ booking decisions.

“This platform is truly the first of its kind in a world where inspirational travel content is constantly evolving and symbolizes the next phase in entertainment tourism. The new technology creates a space where someone can consume engaging travel content and book experiences in the same place at the same time, effectively ‘shopping the series’,” said Angelique Miller, vice president of Media Studios at Expedia Group.

“We’re thrilled Brand USA are working with us, and that we can extend the reach of their exciting and innovative travel content to new audiences by marrying it up with our breadth and depth of bookable hotel, flights and activities options on our sites.”