In a world where travel loyalty schemes come and go faster than an airline’s in-flight Wi-Fi, Expedia has decided to give something back to the people who keep its wheels turning, travel agents. This week, the travel giant expanded its TAAP Rewards Program to Australia, New Zealand, Brazil, the U.K., Spain, Germany, and the Netherlands, rewarding agents with commissions and points, perks, and perhaps a touch of overdue gratitude.
The Travel Agent Affiliate Program (TAAP), for those who prefer their acronyms fully spelled out, lets agents earn points on eligible bookings—redeemable for gift cards from leading global retailers. It’s a clever hybrid of loyalty and lifestyle: part recognition, part incentive, and a timely nod to the people who still know how to fix a flight gone rogue at 2 a.m.
“Travel agents invest so much in their clients time, expertise and care to ensure every trip is seamless,” said Robin Lawther, Vice President of Expedia TAAP. “With Expedia TAAP Rewards, we’re proud to invest in them in return, giving advisors the tools, recognition and benefits they need to thrive in 2025 and beyond.”
One might call it payback time, in the best sense of the phrase.
Rewarding the Ones Who Keep the World Moving
Since its launch in the United States in 2022, TAAP Rewards has quietly built a loyal following across North America. The program’s statistics tell the story: 59% of active U.S. agents are enrolled, 66% in Canada, and 55% in Mexico are not only enrolled but actively redeeming their points.
These aren’t just numbers on a spreadsheet; they’re indicators that agents, often the unsung heroes of the travel industry, appreciate recognition that doesn’t vanish in small print.
The expansion across the Southern Hemisphere and into Europe is both a strategic and symbolic move. It signals that Expedia recognises agents as partners, not just conduits for bookings. In an era when “DIY travel” can mean hours of frustration and call-centre hold music, experienced agents remain indispensable.
Agents Back in the Spotlight
If recent years have taught us anything, travel agents are still the industry’s secret weapon. Amid ever-changing visa rules, pandemic leftovers, and those infuriating last-minute airline schedule changes, travellers are returning to human expertise.
As Expedia Group points out, the TAAP Rewards Program aims to celebrate that expertise. By offering a more personalised and flexible reward system, Expedia acknowledges that an agent’s value lies in something algorithms can’t replicate: judgment, empathy, and experience.
“The program isn’t just about points – it’s about partnership,” Lawther added. “We want to help advisors feel seen, appreciated, and empowered in their work.”
From a business perspective, it’s a savvy play. Travel agencies in Australia and New Zealand are resurging post-pandemic, with the Australian Federation of Travel Agents (AFTA) reporting that advisor-led bookings are up nearly 40% year-on-year. A little recognition could go a long way.
Beyond Commission: A Gesture of Trust
There’s something refreshingly old-fashioned about rewarding loyalty in an age dominated by algorithms and discount codes. TAAP’s model offering points redeemable for real-world rewards feels like a return to an era when relationships mattered more than referral links.
It’s also a shrewd morale boost. The travel trade has endured its fair share of turbulence, from commission cuts to global crises. The timing is near perfect: a tangible reminder that the industry still values the human touch.
If one looks closely, Expedia’s expansion of TAAP Rewards isn’t just a corporate initiative; it’s a statement. It says that in 2025, the world still needs travel advisors, not chatbots or automated systems, but real people who understand that travel isn’t just about getting from A to B; it’s about how you get there and who helps you along the way.
A Rewarding Future
With TAAP Rewards reaching seven new markets, including Australia and New Zealand, the initiative cements Expedia’s global push to recognise those who make travel happen.
For agents, it’s an invitation to re-engage with a platform that acknowledges their worth in practical, meaningful ways. For travellers, it’s reassurance that someone somewhere is ensuring their next holiday doesn’t end in a queue at lost luggage.
Expedia’s message is clear: the human element in travel isn’t going anywhere. It’s just being rewarded for staying.
For more information, visit www.expediataap.com.au.
By Soo James – (c) 2025
Read time: 5 minutes
About the Writer
There’s nothing predictable about Soo James, and that’s precisely her charm. Of Malaysian descent, she set down academic roots at the University of New South Wales, majoring in Arts, before veering off into the unlikeliest of places: IT. It mightn’t sound romantic, but somewhere between data strings and deadlines, Soo was fascinated with how people and words connect.
What began as a curiosity soon turned into a craft. Over time, her writing slipped effortlessly into travel blogs and lifestyle features, each piece marked by her dry wit and a mind that notices the small, telling details others might miss. She writes with a traveller’s eye and a local’s heart, grounded, observant, and quietly amused by the world’s contradictions. Today, at Global Travel Media, Soo’s words do what travel should always do: take readers somewhere new, even for a few minutes.
