In an evolving digital landscape, 360 ELEVATED® has positioned itself at the forefront of media buying, leveraging first-party data networks to deliver targeted, impactful advertising solutions. The journey began in 2019 with beta testing on the Marriott International network, officially launched in August 2022.

Today, media networks extend beyond traditional retail, integrating seamlessly into the travel industry. The ride-share (UBER) or LYFT vehicle transporting you to the airport, the seat-back digital screen on your flight, and even the app you used to book your trip are now part of a sophisticated media ecosystem and network.

The travel and tourism industry thrives on creating unforgettable experiences, but translating those experiences into an effective marketing campaign requires expertise. Consumers today have endless options at their fingertips, making it vital to capture their attention with compelling content, targeted advertising, and a clear value proposition.

Marketing for travel and tourism is more than just showing beautiful photos of destinations; it’s about telling a story, building trust, and creating a journey for potential customers before they even book their flights. At 360 Elevated, we develop tailored marketing solutions that resonate with your audience, driving engagement, loyalty, and bookings.

What Are Retail Media Networks (RMNs)?

Historically, merchants have used retail media networks to leverage shopper data for in-store advertising. However, travel companies—hotels, airlines, and ride-share services—are now tapping into their extensive data reservoirs to offer contextual advertising at scale in a cookieless marketing environment.

“The retail media space is an exciting frontier,” says Matt Wurst, CMO of Genuin.

These travel-based RMNs are not just revenue drivers—they also increase user engagement, extend time on platform, and improve key performance indicators.

Forecast: $20 Billion in RMN Spending

With retail media spending projected to grow by 30% in 2024—up from $7.5 billion in 2023—major brands are seizing this moment. Uber CEO Dara Khosrowshahi anticipates $1 billion in advertising revenue for the company in 2024.

Travel Giants Launch Proprietary Media Platforms

The travel sector is rapidly embracing RMNs. Major rollouts include:

• Marriott Media Network (2022)

• Uber Journey Ads

• Lyft Media

• United Airlines’ Kinective Media

• Expedia Group Media Solutions

Retail media has evolved significantly from in-store displays and basic e-commerce banner ads. This movement reflects a broader trend: integrating sophisticated advertising platforms across every travel touchpoint. According to McKinsey, retail media is evolving to include shoppable ads, connected TV, and addressable advertising, with the potential to reach $100 billion in spend by 2026.

The growing competition in the RMN space extends beyond travel. Established players like Home Depot, which launched its RMN in 2018, to attract advertisers. Even financial institutions like JP Morgan Chase have entered the field, recognizing the value of targeted advertising within their ecosystems. With over two decades of experience publishing over 200 websites in 70+ countries, Expedia is no stranger to travel media. Expedia Group Media Solutions emphasizes that travel media networks offer access to an affluent, engaged audience. United Airlines, for instance, transported 145 million passengers in 2023 and was already serving targeted ads on in-flight screens.

Travel companies are uniquely positioned to excel in the RMN space due to their vast reservoirs of first-party data. United Airlines’ MileagePlus program boasts nearly 40 million members, while Marriott Bonvoy has over 196 million.

“We’re sitting on an immense amount of verified, high-quality data,” explains Richard Nunn, CEO of MileagePlus. Given the necessity for accurate traveler information, these datasets offer precision that many other industries cannot match.

First-party data will become even more critical with the industry shifting toward a cookieless digital world. Expedia’s Miller notes that cookie deprecation makes it harder for brands to track and target travelers. However, companies with direct consumer relationships can mitigate these challenges, particularly as the travel planning process becomes more fragmented—Expedia research shows that the average traveler visits 141 pages of travel-related content over 45 days before booking.

By leveraging travel dwell times, companies can transform idle moments into brand interactions. For example, during a flight delay, a traveler renting a vacation home could be prompted to pre-order groceries through contextual ad placements.

While travel and hospitality brands are the primary users of RMNs, other industries also recognize the benefits. 360 ELEVATED®, for instance, has attracted clients beyond travel, including golf resorts, business-to-business organizations holding expos and conferences nearby, and even local restaurants wanting to reach visitors near their locations or retailers like Utah’s household brands such as Minky Couture and Lifetime Products. 

The true potential of first-party media networks lies in innovative targeted campaigns and brand collaboration, not competition. Many brands continue to invest heavily in social media and search advertising, yet RMNs provide a more precise and effective alternative.

Travel companies must also rethink their approach to partnerships. For example, United Airlines has tested integrations with LiveNation and TicketMaster, offering ticket deals based on travelers’ destinations. The greatest challenge for travel RMNs may be educating advertisers on their unique value. They had to demonstrate why their data and audience are invaluable. However, as more brands recognize the power of these networks, the potential for travel companies and DMOs to transform their loyalty programs, websites, and digital displays into revenue-generating assets will only grow.

If you are a Destination Marketing Organization, this is a game changer!

Retail media networks are revolutionizing digital advertising, and travel companies are leading the charge. By harnessing first-party data, airlines, hotels, and ride-share services can offer advertisers unprecedented access to high-intent consumers.

As the industry continues to evolve, 360 ELEVATED® will play an integral role in shaping the future of personalized, data-driven media buying solutions for regional, national, and global organizations.

Contact Information:

Take the next step toward transforming your travel brand! Reach out to 360 Elevated today and discover how our tailored marketing strategies can help you achieve your business goals.

360 ELEVATED®
Phone: 801-543-0250
Website: 360Elevated.com