Expedia Group’s business-to-business arm has long been synonymous with hotel bookings. But the online travel giant, founded more than 25 years ago, is now pushing hard to transform that offering into a comprehensive travel marketplace.

During its second quarter earnings call on Wednesday, executives fielded questions about intensifying competition in the B2B space. Expedia remains the leading player, but Booking Holdings is consolidating its fragmented three-brand offering, signaling a more aggressive challenge ahead.

According to Skift, Expedia’s B2B unit saw revenue jump 23% year-over-year in the second quarter. The company is investing to shift the product from a predominantly hotel-centric model to one that includes experiences, ground transport, flights, and trip protection.

CEO Ariane Gorin described the goal as turning the B2B offering into a ‘one-stop shop’ for travel. The unit still primarily provides hotels to its 75,000 partners — a fact that Gorin says is under-appreciated.

‘It’s been important for us to expand beyond hotels,’ Gorin said, according to Skift. The company only recently began offering flights to B2B partners, a significant step in its diversification strategy.

The move comes as travel demand remains robust and businesses seek more integrated solutions. For Expedia, the B2B segment is a key growth driver, and the company is betting that a broader product suite will deepen partner loyalty and attract new clients.

Skift notes that Expedia’s B2B expansion is part of a broader trend in the travel industry, where technology platforms are vying to become the backbone of travel distribution. By offering more verticals, Expedia aims to capture a larger share of the travel ecosystem.

For travelers, the implications are subtle but significant. When booking through a partner powered by Expedia’s B2B platform, they may soon find it easier to bundle flights, hotels, and experiences in a single transaction.

As competition heats up, Expedia’s investment in its B2B product signals a strategic pivot. The company is no longer content to be a hotel wholesaler; it wants to be the infrastructure for modern travel.

Skift’s coverage highlights the earnings call, where officials addressed the competitive landscape and outlined their vision. The 23% revenue growth underscores the momentum behind the B2B unit, even as it transitions to a more complex offering.

For now, hotels remain the core of the business. But with flights, experiences, and ground transport coming online, Expedia is positioning itself as a one-stop shop for travel partners worldwide.

As the travel industry evolves, the race to dominate B2B distribution is intensifying. Expedia’s latest moves suggest it intends to stay ahead of the curve.