Derek Price, Director of Business Development for Media Solutions, recently presented at U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO). This premier industry event brings together destination marketing professionals to share insights and best practices. Derek’s presentation highlighted the power of Expedia Group’s travel media network, showcasing how it can help destination marketing organizations (DMOs) reach travelers at every stage of their journey.  

Let’s dive deeper into Derek’s role, his experience at ESTO, and explore how Expedia Group is shaping the future of travel advertising. 

Can you tell us about yourself and role at Expedia Group?

I’ve been immersed in the travel industry for over three decades, starting my career as a travel agent in 1986. My journey has encompassed various roles, from hotel management to 18 years within the online travel agency (OTA) space. 

I officially joined the Expedia Group family in 2016, bringing with me a deep understanding of the travel industry’s evolution from my previous roles at Travelocity and Orbitz.  Currently, as Director of Business Development for Media Solutions Enterprise Sales, I lead a team focused on connecting advertisers with our media ecosystem. I’m based out of the Miami office, but as a New Englander by birth, I enjoy the flexibility of working from the beautiful coastal Maine area during the summer months, as part of my territory covers Maine. 

How many ESTO events have you attended, and how has the event and
our partnership with US Travel Association been beneficial? 

I’ve attended around 8 ESTO conferences. The event’s strong marketing focus aligns perfectly with our Media Solutions business. ESTO provides a platform to connect with key decision-makers from a wide range of destinations, from small local DMOs to larger state-level organizations. 

Our partnership with US Travel Association through ESTO has been instrumental in fostering relationships, sharing insights, and driving business growth. The conference’s educational content keeps us informed about industry trends, while the networking opportunities allow us to deepen existing partnerships and explore new ones. 

As a sponsor and active member of US Travel Association, I’ve had the opportunity to connect with smaller DMOs that might otherwise be difficult to reach. These interactions enable me to provide valuable insights to my team, ensuring they have the information needed to effectively support our partners. 

How can our advertising partners leverage Expedia Group Media Solutions? 

Our travel media network offers advertising partners a comprehensive suite of tools designed to engage travelers throughout their purchasing journey. We’ve categorized these tools into distinct solutions that address specific customer needs, ensuring maximum impact and ROI based on a traveler’s position in the purchase funnel. 

We’re committed to continuous innovation and believe in the power of strong partnerships. Our engagement at industry events like ESTO allows us to gather valuable feedback and co-create solutions that address the unique needs of our advertising partners. This collaborative approach ensures that our network remains at the forefront of the industry. 

By leveraging our travel media network and collaborating closely with us, our partners can effectively reach their target audience, drive conversions, and achieve their marketing goals. 

What are you looking forward to regarding the future of the travel media network? 

I’m incredibly excited about the potential of our Travel Shops which garnered significant interest at ESTO. It represents a groundbreaking solution to a long-standing industry challenge: bridging the gap between social media inspiration and actual bookings. 

Our research shows that social media is a primary source of travel inspiration, yet it hasn’t been effectively connected to the booking process. Travel Shops is changing that by creating a seamless path from social media to conversion. 

I’m eager to see the results of our upcoming pilot with top destination marketing organizations. The ability to track a consumer’s journey from initial inspiration to final booking is a game-changer. This level of data and attribution will be invaluable to our partners. 

How would you describe the culture within the Media Solutions team? 

Our team is made up of people who enjoy solving problems and building strong relationships. We thrive on understanding our partners’ unique challenges and crafting tailored solutions within our extensive media ecosystem to deliver exceptional results. 

It’s incredibly rewarding to work with a wide array of clients, from small DMOs to large-scale advertisers. If you enjoy engaging with diverse people and finding creative solutions in a dynamic and collaborative environment, I encourage you to explore a career on our Media Solutions team. 

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