Expedia Struggles to Move Beyond Its U.S. Dependence
Expedia Group wants to become less U.S.-centric, but change is coming slowly. Trivago’s troubles are partly to blame.
When Mark Okerstrom became CEO of Expedia Group in September 2017, he said he wanted the company to become more global. In September 2018, Okerstrom repeated the ambition, noting that one of his priorities is for the conglomerate to become more locally relevant worldwide.
In 2016, the Expedia Group booked 42.59 percent of its revenue outside of its U.S. home base.
Since then it has become slightly, though not dramatically, more global.