technologySkift·1 min·For: Marketing, Owner, GM, IT, Revenue
Expedia Shifts Strategy to Target AI Agents via B2A
Expedia Group is developing a dedicated marketing function for AI agents, moving beyond traditional brand loyalty to focus on data-driven 'Business to Agent' (B2A) interactions.
Key Takeaways
- 1Pivot marketing strategies from brand loyalty to Business-to-Agent (B2A) models as AI agents prioritize data over name recognition.
- 2Invest in Answer Engine Optimization (AEO) to ensure property features are accurately indexed and prioritized by AI reasoners.
- 3Prepare for a parallel booking ecosystem where AI agents act as intermediaries, requiring more structured and accessible data feeds.
Source: Skift
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