Simply providing a large range of product ranked by price was no longer the way to win over clients who are now focused on 'experience' rather than just jetting off somewhere new.

Khosrowshahi, speaking at the World Travel and Tourism Council summit in Lisbon, said Expedia was looking at ways to incorporate user-generated content from its TripAdvisor site into Expedia. In turn, this would pile pressure on suppliers - especially hotels - to ensure their product was up to scratch.

"There is a growing marketplace for feedback. If we see operators or hotels continually being badly rated by consumers then we will stop working with them."

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