Online travel giant Expedia Group is accelerating its expansion in the experiences market with the acquisition of Tiqets, an Amsterdam-based international platform for cultural activities and ticketing. This strategic move confirms the growing importance of the "tours & activities" segment in OTA strategies, according to the trade press.
Summary
A structuring acquisition for Expedia Group's "full-trip" vision
According to PhocusWire, the acquisition is expected to close in the first quarter of 2026, subject to approval from the Dutch employee council. The price has not been disclosed, but the objective is clear: to bolster Expedia Group's ambition to become the most comprehensive travel platform on the market.
“The integration of Tiqets is a key step toward our vision of a comprehensive travel solution, powered by our extensive APIs,” explains Alfonso Paredes, President of Expedia Group’s B2B division. “Their expertise in experiences perfectly complements our strengths in technology and scale. This will allow us to accelerate innovation and unlock new growth opportunities.”
A B2B synergy that benefits partners
With Tiqets, Expedia Group will enrich its global inventory of activities and strengthen its APIs for distributors. Partners will have expanded access to cultural experiences, major attractions, and local products.
Paredes specifies that this acquisition will allow partners "to access a richer offering, boost their sales and offer complete journeys to their customers".
The experiences segment is undergoing consolidation
This move is part of a consolidation already well underway: Booking Holdings acquired FareHarbor in 2018; Tripadvisor bought Bokun the same year. By acquiring Tiqets, Expedia Group becomes a key player in this market.
Founded in 2014 by Luuc Elzinga, Tiqets has developed a global network of thousands of cultural partners in more than 100 countries, positioning the company as a key player in the digitalization of ticketing.
An opportunity for tourism professionals
For agencies, hoteliers, DMOs and DMCs, this acquisition opens up new perspectives: connected distribution, dynamic packages integrating activities and accommodation, enhancement of local content via API, or even optimization of revenue on customer journeys.
This growth is part of a dynamic driven by Expedia Group's strong performance: in the third quarter of 2025, the B2B segment recorded 18%, including a 26% increase in bookings, according to the investor report. CEO Ariane Gorin described these results as "fantastic" and emphasized the potential of the experiences market.
Comparison of major acquisitions in the sector
| Business | Acquisition | Year | Main objective |
|---|---|---|---|
| Booking Holdings | FareHarbor | 2018 | Integrate ticketing and local activities |
| TripAdvisor | Bokun | 2018 | Strengthen the distribution of experiences |
| Expedia Group | Tickets | 2026 | Create a connected "full-trip" offer via API |
Key takeaways
- Expedia Group acquires Tiqets to strengthen its "full-trip" strategy.
- The activity APIs will be enhanced for B2B partners.
- The experiences market continues its global consolidation.
- Expedia's B2B segment is showing double-digit growth.
- An opportunity for tourism operators to expand their distribution.
And now ?
With Tiqets, Expedia Group affirms its ambition to become the leading ecosystem for managing end-to-end travel: flights, accommodations, insurance, and now experiences. For tourism professionals, the challenge is clear: integrate this dynamic and adapt their distribution before it reshapes the sector's value chain.
Updates
Article updated on December 11, 2025, following the official announcement reported by PhocusWire.
Sources
https://www.phocuswire.com/expedia-group-tiqets-acquisition-expand-tours-and-activities-business
https://www.expediagroup.com/
https://www.tiqets.com/
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