When you get to the ripe young age of 20, you’re bound to collect lots of stories – not only about the past but lessons for the future.
As WiT marks its 20th year in 2025, we turn the spotlight on our community, our tribe pioneers and leaders, to tell their stories and share their views on the evolution of online travel and technology.
We ask them to look back on the past and their early days, reflect on the present and why this moment is pivotal for online travel and get them to imagine the future, the next 20.
This special WiT Studio series, “Conversations On Turning 20”, is the collective story of WiT.
As a Chinese saying goes, 以古为鉴，可以知兴替
“By using history as a mirror, one can understand the rise and fall of things.”
Episode 17: Greg Schulze, Chief Commercial Officer, Expedia Group
In a sweeping conversation tracing more than two decades of travel industry change, Greg Schulze offers a candid, insightful look at how technology, crises, and human curiosity continue to shape the future of travel.
Here’s a glimpse of the key moments you’ll hear about:
- How It All Started: Airline Pricing and the Birth of OTAs
- From American Airlines intern to revenue management pioneer: Schulze recounts his early career days working on email-based Net Saver promotions and seeing the rise of early OTAs like Travelocity, Orbitz, and Expedia.
- Quote: “I found the people at these OTAs were tech-forward but could speak revenue management too — they knew how to transform the industry.”
- Joining Expedia: The Wild Early Days
- Expedia’s IPO (and Schulze’s first day) in 2005: Right at the heart of a changing landscape where air bookings dominated before hotels took center stage.
- Quote: “At first, air was the core of our revenue. But over time, OTAs became hotel-focused — and that made perfect sense.”
- Weathering Crises: From 9/11 to COVID
- The ups and downs that define travel: Schulze shares how Expedia stayed the course even during catastrophic moments like 9/11, the financial crisis, and the pandemic.
- Quote: “Barry Diller said, ‘Where there’s life, there’s travel.’ That mantra has carried us through every crisis.”
- Tackling Asia: Lessons in Growth and Partnership
- The Asia playbook: From the AirAsia joint venture to investing in Traveloka, Schulze discusses the challenges of scaling in Asia’s fragmented markets — and why local partnerships are key.
- Quote: “Asia taught us you can’t generalize a region. China is different. India is different. Southeast Asia is different. It’s all about local relevance.”
- The Future of Travel: Seamless, Smart, and Sustainable
- AI, faster connections, and new frontiers: Schulze paints a future where AI anticipates needs, technology powers discovery, and new modes of travel shrink distances.
- Quote: “The next 20 years will be about those who can evolve — using technology to create seamless travel experiences and anticipate needs.”
- A New Generation of Explorers
- Schulze reflects on how today’s youth view the world as small and accessible, driven by tech and a hunger for unique experiences.
- Quote: “80% of travelers go to 10% of destinations — that has to shift. My kids’ generation wants to discover the undiscovered.”
- Final Personal Note: “Stay Gentle”
- Inspired by Brandi Carlile’s song, Schulze offers a personal mantra for the future of travel — and life:
- Quote: “Stay curious. Stay open. Stay gentle. That’s what travel — and the next chapter — should be about.”
