Travel networks could be the next wave of commerce media

Although it represents only 2.6% of total digital ad spend, travel ad spend will grow through 2026, potentially spurred by new travel media networks

While travel media networks are not a new development - Marriott has operated one for years - the expanding commerce media landscape presents a prime opportunity for travel and hospitality brands to capture a significant portion of advertising revenue.

Key takeaways

• In May, Expedia unveiled Expedia Group Media Solutions, an evolution of the Expedia Media Solutions platform originally launched in 2007;
• In June, United Airlines became the first airline to launch its own media network, offering ad placements in airports, on its website, mobile app and seatback screens;
• As of February 2024, Marriott's media network was reportedly in "high demand" by advertisers, according to Nicolette Harper, global VP of media, as reported by Skift. However, Skift noted the absence of non-Marriott-branded ads in its hotels and digital platforms.

Get the full story at eMarketer