Expedia, the world’s largest online travel company, and VisitScotland are joining forces to help drive travel demand by supporting the country’s hoteliers.

The partnership will build awareness of Expedia’s suite of value-adding technology tools and help maximise hotels’ appeal, boosting demand particularly during low season. The company’s data expertise will also be used to help VisitScotland conduct a review of the visitor experience.

Demand for Scottish hotels is increasing, with a number of cities and regions across the country seeing strong year-on-year growth. Glasgow and Aberdeen experienced a substantial boom each growing around 10% year on year.

“We’re delighted to join forces with VisitScotland on this important new initiative,” said Irene Roberts, director of market management, UK & Ireland, at Expedia Group. “Our data shows that Scottish hotels have enjoyed a really positive first half of the year. This new alliance aims to build on that success and drive even greater demand all year round.”

Riddell Graham, VisitScotland’s director of industry and destination development, added: “Tourism today is all about consumer choice and experience, and the global reach of an organisation such as Expedia Group will help us extend that choice for visitors to Scotland. Tourism is more than a holiday experience.

“It creates jobs, sustains communities and provides an international shop window for Scotland. Working more closely with Expedia Group will help us extend that reach both regionally and throughout the year.”