A decade of partnership with China’s travel trade, connecting local agencies with Expedia Group’s global travel marketplace
SHANGHAI, Nov. 6, 2026 -- Expedia TAAP (Travel Agent Affiliate Program), part of Expedia Group B2B, is celebrating a decade in China. The platform (www.expediataap.cn) entered the market in December 2016 and has since grown into a key part of Expedia Group B2B’s presence in the country, supporting more than 10,000 registered travel agencies as of 2025.
Expedia TAAP celebrates 10 years in China
Over the past decade, China’s travel landscape has evolved significantly, and Expedia TAAP has grown together with its agency partners. By combining Expedia Group’s global travel supply with locally relevant technology, service and commercial capabilities, Expedia TAAP has helped Chinese travel businesses serve evolving outbound travel needs and connect more travelers with destinations around the world.
Robin Lawther, Vice President of Expedia TAAP and Business Development speaks at Expedia TAAP’s 10th anniversary celebration in Beijing.
"Ten years in China is an exciting milestone, but what makes it meaningful is who we've spent it with. The agencies we work with here have navigated extraordinary change over the past decade while continuing to serve travelers and grow their businesses," said Robin Lawther, Vice President of Expedia TAAP and Business Development. "Our role has been to listen, adapt and keep building around what our partners need. We are proud of what we have achieved together, and we remain committed to growing together with our partners in China for the decade ahead."
Growing with China’s travel trade
As international travel conditions changed significantly in recent years, Expedia TAAP remained closely engaged with its agency partners in China. Through initiatives including joint webinars with the Shanghai Travel Association, Expedia TAAP continued to share updates on global supply and market developments, helping agency partners stay connected with the global travel ecosystem and prepare for evolving traveler demand.
Expedia TAAP celebrates its 10th anniversary with travel agency partners in Beijing (upper left), Guangzhou (upper right), and Shanghai.
Shanghai E-FLY International Travel Service was among the early adopters of Expedia TAAP when the platform entered China and has continued to work with it over the past decade.
“We have worked with Expedia TAAP from the very beginning. What has kept us on the platform is its reliability and its ability to keep pace with changing customer needs. That has made it more than a supplier to us — it is a trusted partner,” said Bai Yufeng, General Manager of Shanghai E-FLY International Travel Service.
Evolving travel demand in China
Expedia TAAP China data shows that international outbound leisure travel remains the core of the platform’s business in China. Long-haul destinations across Europe and North America continue to see strong demand among Expedia TAAP agency partners, alongside key Asia-Pacific markets including South Korea and Southeast Asia.
Bookings are made through a broad range of travel businesses, including traditional travel agencies, wholesalers and specialist travel consultants serving increasingly diverse traveler needs.
“Chinese travelers today know very clearly what they want, and they expect us to respond quickly. For travel agencies, the next decade will be about whether our tools can keep pace — from AI-assisted recommendations and quoting to content that truly reflects the needs of the China market. After eight years with Expedia TAAP, we see real opportunity to continue growing together,” said General Manager Zhang of Shanghai Xinyao Information Technology.
Built for the China market
Over the years, Expedia TAAP has continued to adapt its offering around the practical needs of Chinese travel agencies. The platform combines access to Expedia Group’s global hotel inventory and Vrbo vacation rentals with a localized Chinese-language experience and customer support, alongside pricing, payment and commercial tools designed to support agency operations and revenue opportunities. In 2027, Expedia TAAP will launch additional products, with more details to come.
The next decade: growing together in China
As Expedia TAAP looks to its next decade in China, the company plans to continue growing alongside the country’s travel trade — listening closely to agency partners, strengthening locally relevant capabilities and connecting Chinese travel businesses with Expedia Group’s expanding global travel marketplace.
With Chinese outbound travel continuing to evolve, Expedia TAAP sees long-term opportunity to support local partners in serving the next generation of travelers and capturing new growth opportunities.
“Our commitment is simple: keep listening, keep investing and keep growing together with our partners in China,” Lawther said.
Expedia TAAP China official WeChat account
To learn more about Expedia TAAP, please visit www.expediataap.cn or scan the QR code above to follow Expedia TAAP China’s official WeChat account.
About Expedia TAAP (Travel Agent Affiliate Program)
Expedia TAAP (Travel Agent Affiliate Program), part of Expedia Group's B2B division, is a leading global booking platform that gives travel advisors direct access to Expedia Group's wide range of hotels, vacation rentals, flights, packages, car rentals, and activities, while earning commission on their bookings. Built specifically to support travel agencies, Expedia TAAP helps them grow through easy-to-use technology, broad supply, competitive rates, and dedicated customer support.
To learn more, visit www.expediataap.cn.
About Expedia Group
Expedia Group, Inc. (NASDAQ: EXPE) is the global travel marketplace with one purpose: to help travelers explore the world, one journey at a time. Expedia Group™ connects travelers, partners, and advertisers through its trusted brands, leading technology, and rich first-party data, delivering predictive, personalized experiences that shape the future of travel.
Expedia Group's ecosystem includes three flagship consumer brands – Expedia®, Hotels.com®, and Vrbo® – the largest B2B travel business, and a premier advertising network. Guided by an experienced and passionate global team, Expedia Group helps millions of travelers in more than 70 countries explore the world with confidence and ease.
© 2026 Expedia, Inc., an Expedia Group company. All rights reserved. Expedia Group and the Expedia Group logo are trademarks of Expedia, Inc. CST: 2029030-50.
For more information, visit www.expediagroup.com.
FAQs: Expedia TAAP in China
When did Expedia TAAP launch in China? Expedia TAAP officially entered the China market in December 2016.
How many agencies does Expedia TAAP support in China? More than 10,000 registered agencies as of 2025.
What makes Expedia TAAP's platform in China different? Expedia TAAP has developed capabilities specifically for the China market, including a fully Chinese-language platform, 24/7 Chinese-language customer support, Deferred Payment, Package Rates, Agency Service Charge, and access to Expedia Group's global hotel inventory and Vrbo vacation rentals. Activities will launch in Q4 2026.
What kinds of trips do Chinese agencies book through Expedia TAAP? Primarily international outbound leisure travel, with long-haul demand concentrated in Europe and North America and strong volume across Asia-Pacific markets including South Korea and Southeast Asia.
To learn more about Expedia TAAP, visit www.expediataap.cn.