Expedia’s $500M bet on Experiences and what Hotels can learn out of this deal
On December 11th 2025, Expedia Group announced the acquisition of Tiqets, an Amsterdam-based global platform for tours, activities, and attraction tickets, for an estimated $500 million. While the figure made headlines, the real story lies in why Expedia made this move…and what it teaches hotels about the future of ancillary revenue.
Spoiler alert: it’s not just about selling more tickets. It’s about turning your property into a gateway for richer, more complete travel experiences.
The Experience economy strikes again
Let’s talk numbers. The tours and experiences segment is booming, growing at an estimated 20% annually. Travelers are not just booking beds. They’re booking memories. A sunset kayaking trip, a skip-the-line museum pass, a food tour with a local chef… these are the moments that make a trip memorable (and, can’t be denied, #Instagrammable).
Expedia’s move to integrate Tiqets into its booking flow means users browsing for a hotel room will soon be offered a personalized list of nearby experiences right at checkout. It’s seamless. It’s relevant. And most importantly, it works.
So, here’s the million-euro question (or five hundred million, in Expedia’s case): what are hotels doing to capture this growing desire for “complete trips”?
Hotels as curators, not just hosts
For too long, hotels have focused on room sales as the be-all and end-all. But in a world where guests are craving full journeys and not just accommodation, it’s time for a mindset shift.
Imagine your hotel as an urban adventure hub.
When Expedia plugs Tiqets into its checkout flow, they’re not just upselling. They’re adding emotional value to the purchase. You can do the same. Start thinking of your check-in app or kiosk as a portal to curated experiences, not just a digital key dispenser.
Here’s an idea: what if, during online check-in, your guest gets a surprise upsell?
“Complete your stay with a surprise pack: Dinner + Night Tour for just €50.”
Sounds fun? That’s because it is. And it sells. Pilot programs have shown that this kind of curated packaging can increase ancillary revenue by 15–20%, while also boosting guest satisfaction and local partnerships.
It’s like magic, only it’s marketing.
Lessons from the Expedia-Tiqets deal
Let’s break down the key takeaways for hoteliers:
1. Control the full guest journey
Don’t stop at the room. Travelers want itinerary inspiration. If you’re not offering it, someone else is. Usually Google, GetYourGuide, Civitatis, or now, Tiqets via Expedia.
Be the one to recommend the hidden spots and “best kept secrets” in your area. Your front desk team/concierge knows them. Why not monetize that know-how digitally?
2. Plug in, don’t build from scratch
You don’t need to reinvent the wheel. Just like Expedia didn’t build an experiences platform (they acquired one) you can integrate existing APIs or white-label solutions into your guest journey.
Oaky by Plusgrade. Bookinguru. Turneo. Hotel Treats, or even local DMCs can be added to your hotel app or website. Or better yet, partner with nearby vendors and create custom bundles for your guests.
3. Think dynamic, not static
The key to successful upselling is timing + context.
Just like airlines know when to offer you an extra legroom seat (hint: when you’re already locked into the flight), hotels should know when to offer a surprise package. Is the guest arriving solo? Suggest a cooking class. Couple on a romantic getaway? Champagne + spa + rooftop dinner. The tech exists. You just need to plug it in.
A strategic piece in the ancillary puzzle
The Expedia-Tiqets move isn’t just a tech acquisition. It’s a strategic pivot toward owning more of the travel funnel; and it’s a signal that guests value frictionless, bundled experiences.
Hotels that adapt to this mindset can unlock serious growth in ancillary revenue per guest (ARG?). But more importantly, they position themselves as experience creators, and not just service providers.
And let’s face it: in a market where OTAs are eating your margins and AI is rewriting your room descriptions, every extra euro counts.
Be the “Expedia” of your own property
Expedia didn’t buy Tiqets just to sell tickets. They bought into the emotional layer of travel. The surprise. The joy. The shareable moments. You can tap into that same power, without spending $500 million 🙂
All you need is a good integration, a pinch of creativity, and a willingness to step beyond the room.
Now go on. Make your hotel a gateway to something memorable!
If you’re thinking, «We should be doing this at our hotel,» you’re not alone. I help hospitality brands like yours move from ideas to implementation.Want to explore how to boost your ancillary revenue with tailored strategies?
Do reach out: https://torreshospitalityconsulting.com/ Thanks!
