America's Most Trusted D2C Brands 2026 › Expedia
#51 of 100 – Marketplaces & Resale

Expedia

Online travel company, started inside Microsoft in 1996, that sells hotel stays, flights, car rentals and holiday rentals direct to travelers through Expedia, Hotels.com and Vrbo.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 72/100
Expedia ranked #51 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score76.48out of 100
US D2C rank#51 of 100
HeadquartersSeattle, WA
Founded1996
Latest revenue$14,733M total revenue (FY2025); B2C segment about $9,474M (sum of quarterly segment figures in the release)
Trust pillar72/100

The Expedia story

Expedia was founded in 1996 by Rich Barton and is owned today by Public (NASDAQ: EXPE), Expedia Group Inc.. It is one of 12 Marketplaces & Resale brands in this year's ranking, where it places #7.

Why people trust Expedia

It has sold travel online since 1996, and its consumer brands brought in about 64% of its 2025 revenue.

The watch-out

About a third of its 2025 revenue came from its business-to-business arm, which powers other companies' travel sites rather than its own.

Why Expedia ranks #51

Strongest of the four trust-led pillars

Brand Recall, scored 92 out of 100.

Room to grow

Brand Love, scored 66 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Expedia scores 76.48 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
92
Brand Positioning (15%)
78
Brand Love (15%)
66
Product, Innovation & Delivery (10%)
76
Digital & Financial Soundness (6%)
80
Governance & ESG (4%)
72

Versus its nearest rivals

49WayfairHome · 76.5850ThredUpMarketplaces · 76.5051ExpediaMarketplaces · 76.4852Sleep NumberHome · 76.2653Life360Tech · 76.16

Questions people ask

What rank is Expedia in WCRC's America's Most Trusted D2C Brands 2026?

Expedia ranks #51 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 76.48 out of 100.

Why is Expedia trusted?

It has sold travel online since 1996, and its consumer brands brought in about 64% of its 2025 revenue.

What is Expedia's revenue?

$14,733M total revenue (FY2025); B2C segment about $9,474M (sum of quarterly segment figures in the release), as per the company's filed accounts or published results.

Who owns Expedia?

Expedia is owned by Public (NASDAQ: EXPE), Expedia Group Inc.. It was founded in 1996 and is based in Seattle, WA.

What is Expedia's biggest challenge?

About a third of its 2025 revenue came from its business-to-business arm, which powers other companies' travel sites rather than its own.

Key facts

BrandExpedia
Company / ownerPublic (NASDAQ: EXPE), Expedia Group Inc.
HeadquartersSeattle, WA
Founded1996
Founder(s)Rich Barton
Latest revenue$14,733M total revenue (FY2025); B2C segment about $9,474M (sum of quarterly segment figures in the release), as per company filings
SectorMarketplaces & Resale
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission by the parent company
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.