By Chris Norton, General Manager, MARRIOTT MEDIA
While retail media networks have peaked and matured over the past decade, travel media networks are just taking flight, so to speak. As these platforms emerge—from Marriott International’s Riott Media to United’s Kinective Media and Delta’s Delta Sync—they’re revealing fundamentally novel and effective approaches to connecting brands with consumers. In other words, the hospitality industry’s century-old expertise in relationship-building is translating into media strategies that retail networks would be wise to consider.
1. Play the Long Game
Retail media often optimizes for immediate conversion, but travel networks are built on a different premise: cultivating lifelong relationships. This isn’t simply a nice-to-have philosophy. It’s embedded in how hospitality operates. Travel and hospitality brands like Marriott inherently invest in two-way relationships with consumers, understanding that becoming a trusted travel partner requires offering as much value as you extract.
In our world, this ethos manifests in premium inventory placements across every digital and physical touchpoint, from mobile apps and websites to in-room entertainment and connected TV platforms. The goal isn’t just capturing attention during a transaction; it’s building trust through connections over years of experience. If retail media networks can shift their focus from “shoppers” to “community members,” they have an opportunity to unlock similar long-term value.
2. Be Selective About Partnerships
Be honest about partnership fit. Not every advertiser is suitable for every platform. Travel networks are particularly intentional about vetting partners, ensuring brand alignments make sense for both the property or service and, most importantly, the traveler. Marriott, for instance, focuses on authentic placements that meet travelers throughout their journey, from initial inspiration through post-trip reflection.
The real differentiator? Robust measurement capabilities. Riott Media can provide partners with rich insights into consumer behavior that extend far beyond travel into everyday and luxury spending categories. This depth of first-party data allows travel and hospitality networks to demonstrate tangible business outcomes, not just impressions. Retail networks have similar data advantages; they simply need to utilize the actual consumer behavior to leverage them more strategically in partnership conversations.
3. Leverage the Receptivity Advantage
And here’s what travel networks understand that retail often overlooks: context matters immensely. We capitalize on our customer strengths because travelers are in a fundamentally different mindset. They’ve already chosen exploration, priming their brains for novelty, curiosity, and openness to new experiences. Away from social expectations and routine, they feel freer to indulge, experiment, and discover.
Whether connecting to Wi-Fi in their hotel room or browsing in-flight entertainment, travelers are in a reflective, emotionally elevated state with time, attention, and a willingness to spend. Feelings of joy and a looser budgeting rules while traveling make them more receptive to thoughtful brand messages and more likely to justify indulgence.
Marriott’s ecosystem amplifies this advantage. Through Bonvoy interactions, we gain unprecedented visibility into traveler behavior and intent, allowing for nimble, moment-specific messaging that feels contextual rather than intrusive. By showing up when curiosity peaks through moments of downtime, transition, or inspiration, we reach curated audiences who have hours of attention to give, money to spend, and a mindset that’s genuinely open to new possibilities.
The Evolution Ahead
Travel media networks, and Riott Media in particular, are entering a new era of sophistication, where every touchpoint becomes an opportunity for meaningful connection. As the category matures, the focus is shifting from passive impressions to intelligent, ecosystem-wide integrations that add value to the traveler across their journey.
The evolution ahead isn’t about scale; it’s about precision, timing, and empathy.Riott Media stands apart because it operates within a mindset, not just a medium. We engage audiences when they are most open, curious, inspired, and ready to explore, delivering messages that feel like part of the journey itself.
The brands that succeed in this space will be those that understand context, respect the traveler mindset, and craft experiences that leave a lasting imprint long after the trip ends.
