Roche was given responsibility for the Expedia Private Label business shortly after joining Hotels.com in 2003.
The new role will see Roche retain his Hotels.com and Expedia PL positions but also become the head of a European marketing forum for the Expedia Inc.
The forum has been designed to promote marketing practices across the network of businesses across the company’s various interests in Europe.
The Expedia Private Label has grown steadily in the past year. In October the Greenbee consumer portal, created by High Street retailer John Lewis, enlisted the help of Expedia to power its travel channel, while Eurostar and Formula One have also developed systems using the Expedia brand.
Expedia president Dermot Halpin said: “David’s work over the past twelve months has been a huge contributor to Hotels.com and Expedia Private Label, resulting in positive growth well in excess of the market.
“He has rolled out new systems and technology platforms that see us on course for continuing sustained growth in the future.”