Travel brands are sitting on a trove of untapped value: rich first-party traveller data and high-traffic platforms that span search, booking, loyalty, and in-destination experiences. These assets uniquely position them to lead the next wave of commerce media – offering advertisers unmatched relevance, intent signals, and scale.

According to  eMarketer, travel media ad spend is expected to surpass $2 billion in 2024, with a projected CAGR nearing 18% through 2026. That’s not just growth – it’s a signal that media monetisation is fast becoming a critical revenue pillar for the travel industry.

From airlines and OTAs to hotel groups and rail operators, travel companies are sitting on premium inventory and high-value audiences. What’s been missing until now is a cohesive media strategy.

Travel media networks are no longer experimental. They are essential – for driving diversification, improving customer experience, and turning attention into revenue at every stage of the journey.

The privacy shift is accelerating. With the decline of third-party cookies and tighter browser restrictions, brands are urgently seeking reliable, consented first-party data. Travel platforms are uniquely positioned to deliver—offering logged-in environments, rich profiles, and contextual targeting at scale.

Travelers are primed to act. Ads shown during booking, itinerary planning, or just before departure don’t just reach an audience – they influence decisions in real time. These are high-intent moments where relevance and timing can directly shape purchases.

New revenue streams are opening up. Airlines, OTAs, and hotel groups have a growing opportunity to monetise their platforms—serving ads across apps, emails, inflight entertainment, airport lounges, and even connected displays. What was once considered ‘utility infrastructure’ is fast becoming a premium media network.

Across the travel industry, forward-thinking brands are transforming their platforms into full-fledged media networks. These aren’t just pilots – they’re high-performing, data-driven programs generating real revenue, brand lift, and advertiser demand. Here’s how four travel leaders are redefining what’s possible:

Booking.com: Commerce Media via AI-Powered Recommendations

Booking.com has long mastered the art of intelligent upselling. By embedding AI-driven recommendations – hotels, room upgrades, insurance, and experiences – into its global platform, it effectively operates as a commerce media network, even if it doesn’t call itself one.

Personalised offers are triggered at high-intent stages of the booking funnel, ensuring maximum impact. Behind the scenes, a robust A/B testing framework powers constant iteration, relevance tuning, and ROI optimization.

Expedia Group: Launching the Travel Media Network

In May 2024, Expedia Group formalised its media ambitions with the launch of the Travel Media Network. More than just an ad service, it combines Expedia’s rich first-party insights with full-service ad tools – spanning creative production, media planning, and campaign measurement.

One standout campaign with Visit California at Heathrow Terminal 5 delivered over 275 million impressions and full share of voice across premium airport placements. Expedia’s inventory spans on-site, off-site, CTV, and even airport OOH – making it one of the most comprehensive offerings in the space.

Not every brand is starting from scratch. Some, like Thomas Cook, are rewriting their legacy – proving that reinvention is not only possible, but profitable.

Thomas Cook: Rebuilding Around Retail Media

Reimagining its legacy, Thomas Cook has invested in a purpose-built Partnerships & Retail Media Division. With new ad tech, structured data strategies, and tailored brand packages, the business now generates $100 million annually, with an estimated 60% margin.

This success didn’t come easy – they overcame legacy systems and fragmented infrastructure to deliver structured, scalable, and high-yield media offerings across digital and physical retail channels.

United Airlines: Kinective Media Takes Flight

United Airlines is breaking new ground with Kinective Media, the first fully integrated airline media network. It spans airport displays, app inventory, emails, and inflight seatback screens – linking real-time traveller data like gate, route, and flight status to hyper-relevant ad delivery.

High-value brand placements across every stage of the passenger journey, unlocking sponsorship models that blend precision, reach, and exclusivity.

Drawing from leading examples, here’s how travel companies can capitalise on the media opportunity:

The future of travel isn’t just about moving people from A to B – it’s about owning the moments in between. Every search, swipe, booking, and check-in is a signal. Every app, email, screen, and seatback is a channel.

And for the traveller, this evolution doesn’t just mean more ads – it means better journeys. When done right, travel media enhances the experience: personalised offers that make sense, timely suggestions that reduce friction, and curated content that adds value rather than noise.

A seat upgrade at check-in, a dinner deal before arrival, a lounge pass just when it’s needed – these aren’t just monetisation plays, they’re experience enhancers. With first-party data and smart targeting, travel brands can anticipate needs, streamline decision-making, and turn attention into action – making the journey smoother, more personal, and more rewarding.

Travel brands that act now have a rare opportunity: to redefine the customer experience and reshape their revenue model. By combining first-party data, high-intent touchpoints, and media infrastructure, they can become powerful platforms for both journeys and discovery.

Those who build early will win early. Those who delay risk watching others monetise their audience.

It’s time to stop renting attention – and start owning it.

Want to build or scale your Travel Media Network? Let’s explore how today.