Though Expedia remains the largest global online travel agency (OTA) in terms of gross bookings, Priceline overtook the company as the world’s biggest OTA by sales in 2010 on account of its aggressive international expansion. As growth in the U.S. online travel market slows down, OTAs are turning towards opportunities in other promising markets such as Asia-Pacific and Europe. Expedia has managed to increase its revenue contribution from international markets from 35% in 2008 to 45% in 2012. With its continued focus to leverage long-term growth opportunity in new markets, Expedia envisions deriving over 50% of its revenues from international markets in the future. The company targets to increase its footprint in Europe and Asia-Pacific by partnering with some of the leading players in these regions. Currently Expedia accounts for only 4% of the Asia-Pacific online travel market. It intends to tap growth potential in these economies by leveraging its diversified assets including Air-Asia Expedia joint venture, eLong, hotels.com, Egencia and other affiliate businesses. Get the full story at Trefis