Every time a traveller books a hotel through a loyalty portal, redeems points online, or makes a travel booking on another platform, there’s a good chance Expedia Group B2B is quietly working behind the scenes.
Its name may not appear on the booking page, but its technology often powers what happens underneath. That invisible infrastructure belongs to Expedia Group B2B — Expedia’s fastest-growing division — connecting 70,000 partners and 160,000 travel advisors worldwide through Expedia’s supply, data and technology.
Recently, the division dropped its old name, Private Label Solutions, for a simpler one that better reflects what it does: Expedia Group B2B.
“Private Label Solutions was very descriptive but also very narrow,” said Carolina Cabero, Senior Vice President, Expedia Group B2B. “We’ve evolved far beyond that. We’re not just powering private labels anymore — we’re powering the travel ecosystem.”
From Distribution to Diversification
The rebrand represents more than a new name — it marks a clear shift in how Expedia Group B2B defines its role in the travel ecosystem. “B2B is not just about distribution,” Carolina said. “It’s about creating new revenues, building loyalty, and reaching travellers wherever they look and book.”
That expansion now spans over 250,000 global partners, combining travel advisors, technology resellers, and embedded travel programmes. “We can work with airlines, OTAs, and also partners from other sectors like loyalty or financial services,” she explained. “By diversifying, we’re able to create better journeys for everyone.”
That confidence stems from Expedia Group’s investment in its Rapid API — a modular system that allows partners to plug directly into Expedia’s global supply of hotels, car rentals, and activities — and the White Label Template, which powers entire branded booking sites, complete with loyalty integration and AI-driven recommendations. “Our partners trust that when they build with us, they can scale globally and move fast,” Carolina said. “That confidence is what drives our growth.”
Asia Pacific Leads with Momentum
Nowhere is that confidence more visible than in Asia Pacific (APAC), Expedia Group B2B’s fastest-growing region, recording 30 percent year-on-year growth.
“This is where the future of travel is being shaped,” Carolina said. “Over three billion people live here, and their travel behaviours and expectations are evolving faster than anywhere else.”
During our chat, I said, “In Asia, people speak five languages but dream in six.”
She smiled and replied, “Exactly — and that’s why our technology has to be multilingual, multi-market, and multi-mindset.”
Through the Expedia Travel Agent Affiliate Program (TAAP), the company supports 12,000 travel agents and 400 agencies in Singapore alone, giving smaller players access to global inventory and competitive rates that rival major OTAs supoorting the local economy.
AI as an Enabler, Not a Replacement
Expedia Group B2B is now powered by over 350 AI models, trained on an extraordinary 70 petabytes of data accumulated over two decades of traveller and partner interactions.
“AI is how we build, not how we add on,” Carolina said. “It’s embedded in everything we do.”
This massive data foundation allows Expedia Group to refine pricing, personalise recommendations, and optimise performance for every partner interface — whether it’s an OTA, airline, or loyalty portal. “We’re piloting APIs that bundle cars with hotels or layer experiences into booking flows,” Carolina explained. “It’s all about using data to make every journey more relevant.”
The Typeahead API unlocks an effective way for partners to guide travellers from inspiration to booking. When travellers start typing in the search bar, the tool instantly suggests relevant destinations and locations, making it easier to find what they’re looking for. This leads to a better shopping experience, retains more visitors on site, and increases booking rates. Tripbtoz, an online travel agency headquartered in Seoul, South Korea, saw a 20% boost in search-to-book conversion after integrating the API.
And despite AI’s intimidating pace, she insists the company remains human-centred. “When people hear AI, they feel overwhelmed,” she said. “But for us, it’s not about replacing people. It’s about helping them do what they do best.”
That, she added, is why product and tech teams sit with partners in “think tanks” — listening, testing, iterating.
I mentioned that this kind of collaboration ensures partners aren’t left behind as technology evolves — that they “tag along” on the journey. Carolina nodded. “Exactly,” she said. “We evolve together. That’s how confidence grows — when partners know we’re building with them, not for them.”
Loyalty: The Next Growth Engine
Another key pillar of Expedia Group B2B’s expansion is loyalty.
“82% of consumers want to book travel through loyalty programmes,” Carolina said. “For Chinese travellers, that number jumps to 90%. Nearly half of our white-label bookings last year were paid for with loyalty points.”
Through its White Label Template and suite of APIs, Expedia Group B2B enables brands to embed travel redemption directly into their loyalty ecosystems.
“People don’t just want to buy travel — they want to earn it, gift it, and remember it,” she said. “We help our partners make that possible.”
Behind that success lies trust. “When someone books with points,” she said, “they’re trusting both the loyalty brand and us. That trust means everything.”
Confidence in Collaboration
Carolina ended where she began — with partners at the centre. “It’s our leading business — it’s about empowering our partners to shine. If they shine, we shine,” she said.
Even as AI takes on a larger role, her message was clear. “AI should not change that,” she added. “We continue gaining visibility into traveller trends and the data, and that insight is shared with our partners — it’s not isolated.”
For her, technology isn’t the story — partnership is. And that, more than anything, is what keeps the engine running behind the scenes.
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