Expedia Group (No. 2 on Travel Weekly's Power List) launched Travel Shops, digital storefronts for influencers, media publications, destination management companies and tourism boards.
More than 100 shops launched after beta testing began in May, from the likes of influencer Oneika Raymond, actor Jaime Camil, footballer Virgil van Dijk, Conde Nast Traveler, Travel + Leisure, Travel Alberta, Visit Orlando and Go Dominican Republic.
Each Travel Shop owner can save their travel recommendations on their storefront, accessible via the Expedia app in the U.S., Canada and the U.K. They earn commissions on booked travel.
The first round of Travel Shops was created by invitation only. The feature will launch more widely next year, when anyone can create their own storefront.
"Every day, people are liking and buying products recommended by influencers they trust, but until now there hasn't been a simple way to shop travel recommendations," said Lauri Metrose, Expedia Group's senior vice president of global communications. "Travelers are already getting inspiration through Instagram and TikTok, so creating a path to go from looking to booking is a natural evolution that meets travelers where they are."