As Expedia’s recent Marriott Vacations and Red Lion deals, along with the needs of smaller hotels, show, there is substantial upside for Expedia. Expedia Inc. is in the process of introducing globally a new way for hoteliers to promote ancillary services such as discounted spa treatments, loyalty points or free parking on brands from Expedia.com to Hotels.com - but the new product is mostly interesting because it is emblematic, although a small element, of the online travel agency’s huge ambitions in providing new business services to the hotel industry. And getting a greater foothold in the hotel industry as a service provider is a way for Expedia to increase its influence, gain a wider audience and offset the hundreds of millions of dollars the company invests annually ($830 million in 2015) in its wide-ranging technology platforms. Get the full story at Skift