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

“Through the new agreement, Expedia Group will work in collaboration with VisitScotland and hotel partners to build awareness of its suite of value-adding technology tools, help maximise hotels’ offering and boost demand, particularly during low season,” said Expedia.

“In addition, Expedia Group’s data expertise will help VisitScotland conduct a review of the visitor experience in Scotland, with a focus on improving regional spread across the country as well as working with industry partners and sharing best practice.

“Expedia Group H1 2018 data shows that demand for Scottish hotels increased, with a number of cities and regions across the country seeing strong year-on-year growth.

“Demand in Scotland overall also increased, compared with the same period last year. Glasgow and Aberdeen experienced a substantial boom each growing around 10% year on year.”

Irene Roberts, Director of Market Management, UK & Ireland, Expedia Group, said: “We’re delighted to join forces with VisitScotland on this important new initiative.

“Our data shows that Scottish hotels have enjoyed a really positive first half of the year, with those across a number of the region’s cities and highland destinations enjoying good growth compared to the same period last year.

“This new alliance aims to build on that success and drive even greater demand all year round.”

Riddell Graham, Director of Industry and Destination Development at VisitScotland said: “VisitScotland has been working successfully with major players in the travel industry to help both the tourism industry and the visitor experience over the last few years, with great results.

“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.”