The Expedia Group was facing a competitive RFP. Multiple bidders. High stakes and a large buying committee to win over. Based on past experience, every competitor would submit the same thing: PowerPoint decks and Word documents. Professional, polished, and easy to ignore.
Instead of sending another static format, they built an interactive microapp. An experience where the prospect could explore the partnership at their own pace, navigate to the sections that mattered most to them, and engage with content that adapted to their interests.
They sent it days before the pitch. What made this approach valuable wasn't just the format, but the insight it provided. The prospect explored the content, spending time on the features that addressed their specific needs. By the time the Expedia team walked into that meeting, they understood what resonated. The prospect had shown them through their engagement.
Competitors showed up with static presentations, but Expedia showed up with context. When the meeting ended, the prospect said something the other vendors didn't hear: "Wow, nobody else is doing this!" Expedia won the deal. The partner specifically mentioned the content format as a key differentiator.
Beth shared this story at Seismic Shift during Tiled's session on designing content that converts and connects. As teams move beyond static formats, Expedia's experience shows what's possible when interactivity meets intelligence: higher engagement, better insights, and deals won.
And for Expedia, the shift from static to interactive was more than theory, that single win was just the beginning. What happened next showed Beth and her team had found a repeatable advantage.
"There was no way of standing out in the sea of content out there," says Beth. "We only had the typical static content options available to us." One product marketer used the microapp approach in a customer presentation. Other teams noticed. "Everyone asked, 'What is that in Seismic?' It spiraled from there."
Within months, microapps went from experiment to standard request. Teams weren't just asking for them, they were requesting them instead of traditional decks.
Today, Expedia deploys interactive content across their entire go-to-market motion:
For Expedia, the interactive experience was only half the value. The other half? Intelligence.
Every microapp generates detailed analytics showing which pages prospects viewed, which buttons they clicked, and how long they engaged with different sections. Sales teams enter conversations with concrete data about prospect interests, enabling more targeted, relevant discussions from the first interaction.
"The seller knows what the prospect is probably going to want to talk about," Beth explains.
But intelligence alone isn't enough without the ability to act on it at scale. That's where Expedia's template strategy comes in. Their team builds reusable frameworks that can be quickly customized for specific prospects while maintaining brand consistency.
"We can make a template in Seismic that sellers can easily customize," says Beth. "That instantly scales this use case."
This combination of intelligence and scalability transformed how Expedia approaches content: no more choosing between personalization and efficiency, now they get both.
Perhaps the most significant impact wasn't tactical. It was cultural. Tiled microapps fundamentally changed what Expedia's teams consider "good content." They've become so embedded that team members actively request to attend Tiled demos to see new features. "Microapps are now commonplace and often requested before other types of content," Beth notes.
For complex sales processes or products requiring significant explanation, the team's first question became: "How can we use microapps?"
The reasons are strategic: fast to create and deploy, easy to maintain and update, effective for both customer-facing and internal use cases, and measurable impact on business outcomes.
Expedia Group continues expanding their use of interactive content across new use cases and teams. As Beth shared at Seismic Shift, Tiled’s native integration with Seismic was critical to adoption and value realization. When that first product marketer’s microapp caught attention, teams didn’t have to learn a new tool, they just requested a new format within the platform they used every day.
Click here to learn more about Tiled’s integration with Seismic.
When prospects choose their own journey through your content, they engage deeper. When sales teams get intelligence about what matters most, they close more deals. When enablement teams can scale personalization without rebuilding from scratch, everyone wins.
This is what happens when you stop sending content that gets ignored and start creating experiences that stand out.
Want to turn your static content into experiences that close deals?
Whether you're in travel, tech, or financial services, Tiled can help you create interactive content that differentiates in competitive situations. Let's talk.
