Branded podcasts have become a powerful way for companies to deepen relationships with their partners, offering valuable content that is both engaging and informative. 

By providing insights, industry trends, and expert perspectives, branded podcasts allow businesses to connect with their audience on a personal level, going beyond traditional marketing channels. 

These podcasts help establish companies as thought leaders, opening up opportunities for collaboration and fostering a sense of shared purpose within their industry. 

One of the brands that can speak to the power of podcasts firsthand is Expedia Group. 

In this edition of Brand Stories, we met with Samantha Lopez, Digital Channels Manager at Expedia Group, to discuss:

• Their podcast, Powering Travel
• Their motivations for starting the podcast
• The impact the series has on their brand
• The lessons they’ve learned along the way

Introducing Powering Travel

Powering Travel brings together experts from across the travel industry to “discuss the tools, trends, and strategies that help travel providers optimize their businesses.” Designed to support a wide audience "from CEOs to the everyday traveler," this podcast covers a range of relevant topics—from cutting-edge travel research and industry insights to practical solutions that drive business success. 

 "We cover many topics on the podcast," says Samantha, "but I hope that listeners can take away actionable steps to improve their travel business. Whether that’s considering sustainable practices or creating a better process for accessibility, there is always a chance to optimize for the best experience for travelers.”

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Why Expedia Group turned to branded podcasts

Expedia Group was looking to connect with its partners in a fresh, engaging way that went beyond traditional resources. "We were looking for ways to reach our partners in a new and dynamic way," explains Samantha. "After looking at all of the resources we have to offer our partners, we found an opportunity to create conversational and approachable content as a new touchpoint to reach our audience."

Launching Powering Travel allowed Expedia Group to connect with listeners on a more personal level. Through dynamic, in-depth discussions with industry experts, the podcast format creates a space for sharing valuable insights in a way that feels both accessible and engaging. 

Now, “four seasons later, we’re evolving each season as we listen to our audience and shift with industry trends."

Learnings from the podcast process 

Throughout the development of Powering Travel, Expedia Group has discovered that collaboration is essential to the podcast’s success. "For us, collaboration is key," Samantha explains. "We have a number of internal stakeholders who are enthusiastic about this channel, so ensuring that we are effectively communicating the benefits of this branded podcast helps with their commitment to the project." 

This open communication with stakeholders has not only secured ongoing support but also fostered an environment where creativity thrives. By involving various teams, Powering Travel benefits from a wide range of insights and fresh ideas, allowing the podcast to evolve with each season. The collaborative process ensures that the podcast remains relevant, innovative, and aligned with the needs of both Expedia Group’s partners and the broader travel industry.

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The impact of branded podcasts on Expedia Group

Expanding content marketing opportunities

"Powering Travel has opened a world of opportunity for us from the content marketing perspective," says Samantha. "Not only on the podcasting front but also being able to use this as a use case for innovating on new channels and improving existing ones." 

By leveraging the podcast as a model for engaging, multi-channel content, the team has been able to explore new formats and refine existing strategies to better connect with their audience. The insights and conversations shared in Powering Travel help shape content for social media, newsletters, and partner communications, amplifying its impact and setting a new standard for content-driven relationship building.

Inspiring a culture of innovation

The journey with Powering Travel has also sparked a shift in creative thinking within Expedia Group. "The most rewarding part of this podcasting journey has been seeing how this project inspires new thinking within the organization," Samantha reflects. 

As Expedia Group’s first B2B-focused podcast, Powering Travel has motivated marketing teams to push beyond traditional boundaries, creating "an unexpected reciprocal cycle of inspiration." This culture of innovation has proven mutually beneficial, as the podcast’s success encourages teams to explore fresh approaches across all facets of their work.

Strengthening team collaboration

One of the podcast’s most meaningful impacts has been the increased collaboration across Expedia Group. "I get to work with more people in new ways, and it reminds me of how lucky I am to be working alongside the most talented people in the travel industry," Samantha notes. 

Powering Travel has created an opportunity for cross-functional teamwork, bringing together individuals from different areas of the organization who contribute unique skills and perspectives. This collaborative effort has not only enriched the podcast but has also strengthened Expedia Group’s internal connections, furthering a culture of shared knowledge and innovation.

Building stronger partnerships

A key objective of Powering Travel has been to foster deeper connections with Expedia Group's partners. The team recognized the need for innovative engagement channels and seized the opportunity to produce conversational and approachable content that serves as a new touchpoint.

By providing partners with relevant, actionable insights and fostering open dialogues, the podcast has strengthened Expedia Group’s relationships across the travel sector. This ongoing evolution allows Powering Travel to remain a valuable resource, supporting partners in navigating industry changes and leveraging new opportunities, season after season.

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Memorable moments in audio

In podcasting, memorable moments often come from the unexpected—and for Powering Travel, one of those moments happened when recording an episode with a top guest from the vacation rental industry. "We record all of our episodes remotely, so as you can imagine, there are a lot of factors from the guest’s side that are unknown before we go into a recording," Samantha shares. This particular guest was on vacation but kindly agreed to join the interview despite her travel plans.

“When she logged in from her mobile device, she was in a noisy restaurant in Spain! For my audiophiles in the audience, I know what you are thinking,” she laughs. 

Despite the background noise from clanging dishes and lively diners, her charisma, recognition, and insights made it clear they had to keep the interview. “The Quill team did an amazing job cleaning up the audio and we addressed the sound in the episode highlighting that travel is as unpredictable as it is wonderful and our ability to connect across the world is a great benefit to the podcast. It’s still one of my favorite episodes!” 

S2,Ep 3:

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Are branded podcasts a good fit for your company?’

Through Powering Travel, Expedia Group has created a platform that informs, inspires, and connects across the travel industry. The podcast offers actionable insights for everyone from industry leaders to everyday travelers, fostering deeper engagement with Expedia’s partners and customers.

The podcast has also driven fresh thinking and collaboration within Expedia Group, expanding their content strategy and inspiring cross-team partnerships. By evolving each season based on listener feedback and industry trends, Powering Travel continues to be a valuable resource that highlights what’s possible in travel today, helping audiences navigate and innovate in a rapidly changing landscape.

Make sure to tune into Powering Travel wherever you get your podcasts. 

If you’re interested in bringing your podcast to life, get in touch with Quill.