Expedia Group has launched “Travel Shops,” a new platform that allows content creators to curate and monetize travel recommendations on Expedia’s app and website. The travel technology company unveiled the feature today at its annual EXPLORE partner conference in Las Vegas.

According to the announcement, Travel Shops creates dedicated storefronts where influencers can share travel inspiration, highlight favorite hotels and destinations, and earn commissions when consumers book through their customized collections. The digital travel marketplaces aim to centralize content that is currently dispersed across various social media channels.

“We saw an opportunity to reinvent how consumers interact with travel content on social media platforms,” said Jochen Koedijk, Chief Marketing Officer at Expedia Group. “Travel Shops are a first-of-its-kind travel platform that bridges the gap between content creators and travelers, creating a central hub for curated travel recommendations and a seamless shopping experience.”

In addition to Travel Shops, Expedia revealed over 40 other product updates at the conference focused on utilizing artificial intelligence to enhance travel planning. The company says the new tools demonstrate its “commitment to delivering innovative products and features that enhance the way people explore the world.”

Travel Shops allows Expedia to capitalize on the growing creator economy by facilitating transactions directly through popular travel content. Advertising partners will soon have the ability to sponsor influencer collections on Expedia’s platforms.