Expedia Group is joining forces with VisitScotland to help drive travel demand by supporting the country’s hoteliers.

The aim is to build awareness of the online travel giant’s value-added technology tools, help maximise hotels’ offering and boost demand, particularly in low season.

Expedia Group’s data expertise will also 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.

Data for the first half of the year showed a 10% increase in demand for Glasgow and Aberdeen over the same period in 2017.

VisitScotland industry and destination development director, Riddell Graham, 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.”

Expedia Group UK and Ireland market management director, Irene Roberts, said: “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.”