Why Expedia’s travel media network launch is different

The “travel media network” will leverage first-party data from across the online travel agency including Vrbo, Travelocity, and Orbit

Companies like Uber and Marriott are "already well established" in the sector, emphasizing that travel advertising or "partnership marketing" between hotel chains, airlines, tour and car companies is "not new." However, Expedia's travel media network stands out as different.

Key takeaways

• Expedia's retail media network offers a significant advantage by leveraging its valuable first-party data, a capability not widely available in the travel industry. This capability allows Expedia to outperform the competition with a compelling offering.
• United Airlines plans to launch a retail media network "later this year" with "some truly innovative solutions not yet seen in the marketplace.
• Successful retail media networks will be those that provide advertisers with incremental audiences through first-party data capabilities, offer "robust, transparent measurement" of media performance and, most importantly, improve the end-user experience.

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