Travel Media Industry

by Sara Lebow

EMARKETER: The travel media networks industry is a dynamic and evolving sector, constantly adapting to shifts in technology, consumer behavior, and global trends. As digital platforms, influencers, and content creators play a larger role, traditional media players must innovate to stay relevant. With increasing competition, the industry’s future will be shaped by how effectively it leverages new technology, delivers authentic content, and meets the changing expectations of travelers.

Half (49%) of people in the US are traveling between Thanksgiving and mid-January, according to Deloitte. With so many people getting on planes, trains, and automobiles, advertisers have increased opportunities to reach consumers across travel media networks, especially those who are younger and higher-income.

Travel media is a soaring industry. US travel media ad spend will grow 29.1% YoY to reach $2.13 billion, per our September 2024 forecast. This growth is fueled by recent launches from travel companies.

Expedia launched Expedia Group Media Solutions in May of this year, expanding its Expedia Media Solutions business.
United Airlines launched Kinective Media in June of this year to become the first airline with a media network.
Uber and Marriott have both had media networks since 2022, reaching consumers in-app, on websites, and on digital screens in hotels.

People are traveling more this year. Some 31 million people will fly across US airlines this holiday season, up from 29 million in 2023, according to Airlines for America.

And those who are traveling will spend more money. Travel budgets are up for 28% of US travelers, per Deloitte. And while 61% of US consumers have concerns about rising travel costs, that figure is down 7 percentage points from 68% in 2023, per PwC.

Who can travel media networks reach this holiday season? While people across demographics will be traveling, advertisers making use of the media networks will be able to reach several key groups in particular.

Younger consumers: Millennials will spend more than any other US generation on holiday travel this year ($3,927 on average), per Deloitte.

High-income travelers: Two-thirds of higher-income people in the US plan to travel this holiday season, per Deloitte.

Wealthier consumers are opting for more premium travel experiences. Delta’s premium revenue growth outpaced main cabin growth by 9 percentage points in Q3, and United reported more strength from premium consumers.
High-income travelers present a travel media opportunity for luxury brands, who can reach consumers that may be more likely to buy premium products by targeting consumers who opt for higher-tier airline seats, rideshare options, and hotels.

Drivers: 71% of traveling US adults plan to use a car this holiday season, making the transit method more than twice as popular as planes (31%), per CivicScience.

Advertisers can reach these consumers via travel planning websites like Expedia—35% of US holiday travelers will use travel media websites for planning this year, per Deloitte.
But there is also a retail media opportunity to reach these consumers by leveraging OOH advertising at gas stations and in convenience stores.

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