Please use the sharing tools found via the email icon at the top of articles. Copying articles to share with others is a breach of FT.com T&Cs and Copyright Policy. Email licensing@ft.com to buy additional rights. Subscribers may share up to 10 or 20 articles per month using the gift article service. More information can be found at https://www.ft.com/tour. https://www.ft.com/content/81d319ec-3be4-11e7-821a-6027b8a20f23 Passengers can only retrieve simple information, such as checking an itinerary or booking a car, from the Expedia voice app on Amazon’s Alexa. But in the long term, his goals lie beyond voice search: Mr Khosrowshahi wants Expedia to become a sort of real-time travel assistant, one that can call your Uber ride to the airport at the right time, have a car waiting when you land and choose your favourite room in a hotel. This project is in its infancy, but the bigger challenge is that other companies are working towards the same goals. Expedia also faces growing competition from some of the most well-known companies in Silicon Valley. Priceline, its main rival for online hotel bookings and owner of Booking.com and OpenTable, is gathering data that allows it to offer users more personalised experiences. A bigger threat could come from Airbnb, the home-sharing company recently valued by investors at $30bn, which is more than the enterprise value of Expedia. Airbnb has ambitions to add car booking, ticket purchasing and concierge services to its app. Mr Khosrowshahi has tried an offensive: two years ago, he bought Home-Away, the US vacation rental company that includes VRBO, a popular home-sharing site. HomeAway’s business has grown rapidly, with bookings up 50 per cent in the first quarter of this year. But integrating HomeAway’s room inventory with Expedia has not been easy. “This alternative lodging is where independent hotels were 15 years ago,” Mr Khosrowshahi says. “We spent the past 15 years wiring up all these independent hotels, and we are just starting to do the same for alternative lodging.” Expedia owns a range of other brands, including Trivago, Orbitz, Travelocity and Egencia, that supply it with large amounts of data about individual travel habits. Get the full story at the Financial Times