Expedia Group Navigates Build-Versus-Partner AI Strategy at Skift 2026

At the Skift Data + AI Summit 2026, Expedia Group emerged as a focal point for discussions regarding the complex integration of artificial intelligence in travel. The core of the conversation centered on the strategic decision-making process between building internal proprietary capabilities versus partnering with external tech providers. Experts highlighted that the primary driver for these choices is the intersection of customer trust and sensitive data management. Expedia's leadership is currently pursuing a hybrid model, opting to keep mission-critical booking engines and customer data management in-house while leveraging a broader ecosystem of external partners for specialized AI features. This approach aims to maintain brand integrity and data sovereignty while allowing for the agility required to stay competitive in a rapidly evolving market. As the industry moves toward a future defined by autonomous agents and hyper-personalization, the summit underscored that the companies which best manage the delicate balance between rapid innovation and risk mitigation will lead the next generation of travel technology.