Question · Q3 2025
Conor Cunningham of Melius Research asked about the current state of direct bookings within Expedia Group's B2C business and what a reasonable medium-term target might be, given accelerating trends and improved marketing efficiencies.
Answer
CEO Ariane Gorin stated that approximately two-thirds of consumer business bookings are direct, driven by loyalty programs and repeat travelers, while also seeking to attract new travelers. CFO Scott Schenkel noted an uptick in conversion rates within direct channels in recent quarters and highlighted strong Q3 traffic, which was ahead of Q1 and Q2, attributing B2C margin expansion to effective balancing and shifting of marketing spend to higher-returning channels.