How Expedia is streaming its way into Gen Z travel with IShowSpeed

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Expedia has named IShowSpeed as its official travel partner, in a new global campaign aimed at Gen Z audiences and creator-led discovery.

The multi-phase partnership will tap into IShowSpeed’s audience of more than 150 million followers, positioning travel as a real-time, community-driven experience. Expedia said the move reflects a broader investment in creator-led storytelling designed to drive both inspiration and bookings.

The campaign kicks off with a 12-hour livestream across YouTube and Twitch, following IShowSpeed on a one-day Caribbean tour spanning Dominica, Guadeloupe, St. Kitts and Nevis, and St. Maarten. The stream tracks his journey across air, land and sea, featuring Expedia-branded transport including planes, boats and jet skis.

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At the centre of the campaign is Exspeedia.com, a dedicated digital hub built for IShowSpeed’s fanbase. The platform allows users to explore his past travels, access bookable flights, stays and activities, and vote on future destinations. It also features gamified elements designed to drive engagement, including unlockable content and interactive experiences.

In a further push to convert engagement into bookings, fans in the US, Canada and Mexico who complete a trip via the platform will be eligible to enter a draw to meet IShowSpeed during a future tour. Two winners will be selected by September 2026, with each able to bring a guest.

The campaign will be supported across social and streaming platforms, including a dedicated @Exspeedia_ TikTok account, alongside Expedia’s owned channels. Content will expand beyond the Caribbean, with IShowSpeed set to travel across North America as part of the ongoing partnership.

The move comes as travel brands increasingly lean into creator ecosystems and fandom-driven engagement to capture younger audiences, particularly those seeking more immersive and personalised travel experiences.

“Travel inspiration today comes from creators who bring their audiences along in real time. IShowSpeed has redefined how the younger generation discovers culture, entertainment, and experiences.” said Natalie Wills, SVP of brand marketing and creative at Expedia Group.

She added, “By partnering with IShowSpeed as his official travel partner, Expedia is meeting young travelers where they already are and showing them that no matter how big or small their travel ambitions are, Expedia is the one place to make them happen.”

In tandem, IShowSpeed said, "Travel should be for everybody. My fans come from everywhere, and a lot of them don’t always think seeing the world is possible. For me, travel is about really experiencing local culture and being part of the place you’re visiting. That’s what this Caribbean journey is all about."

"Expedia makes travel feel accessible and easy, and together we’re showing my community that the world is open to them. I’m excited to bring my fans along for the journey and help them start their own travel adventures," he added.

This shift is underscored by broader travel trends seen earlier this year. According to Klook’s Travel Pulse 2026, 88% of Millennial and Gen Z travellers plan to maintain or increase their travel budgets, despite ongoing economic uncertainty.

The study found younger travellers are prioritising experiences over shopping, embracing multi-destination trips, and turning to social media and AI to discover destinations beyond traditional hotspots. Asia Pacific is leading this growth, with travellers in the region 50% more likely than those in Europe or the US to increase travel spending.

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