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

May 17, 2024

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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