Expedia has introduced “Trip Matching,” a feature that allows travelers to build itineraries based on Instagram Reels and book directly through the platform. The AI-powered tool enables users to share any publicly available travel-related Reel with Expedia and receive customized travel recommendations in response.

“It’s no secret people are getting their news, inspiration, and travel ideas from influencers and content creators, with a recent study showing that 80% of millennials rely on social media for travel decisions,” Jochen Koedijk, Chief Marketing Officer at Expedia Group, said in a press release.

The process involves four steps: Users find inspiration while scrolling Instagram, share the Reel with the @Expedia account, receive AI-generated personalized recommendations, and book directly from the customized itinerary.

Trip Matching is currently in beta and will be rolled out to U.S. travelers in the coming weeks. Expedia claims to be the first online travel agency to integrate real-time, AI-powered travel planning directly into Instagram.

Building on Social Media’s Travel Influence

The launch follows Expedia’s earlier Travel Shops initiative, which brought shoppable storefronts to the travel industry through partnerships with creators, celebrities, and brands.

Research underscores social media’s significant impact on travel planning, with 81% of Gen Z and 75% of Millennials considering social media when choosing destinations. Recent studies also indicate that short-form videos consistently outperform longer content in travel influencer marketing.

Trip Matching represents Expedia’s ongoing effort to meet travelers “where they are—inspired, mobile, and social-first,” according to the company.