Gift-giving travelers are an increasingly captive audience for brands this upcoming holiday season. Watch and accessories brand Fossil tapped into this group successfully last year, and more brands will likely follow as travel media networks mature. US travel media ad spending is expected to reach $2.39 billion in 2026, up 22.9% YoY, according to EMARKETER's June forecast. While travel media’s share of commerce media is declining due to a concentration of endemic travel brands, according to EMARKETER analysis, Fossil’s positive results indicate that travelers are open to shopping, especially around the holidays and other high-volume travel periods. Reaching holiday travelers at major hubs In Q4 of last year, Fossil executed a travel media campaign in six major airport hubs, including New York (LaGuardia Airport), Dallas-Fort Worth, Houston, Los Angeles, Atlanta, and Chicago. The mix included in-flight Wi-Fi on JetBlue and American Airlines, in-stream video at airports, and a “virtual holiday pop-up store.” Fossil also amplified the campaign on Instagram and TikTok. Digital Culture Group (DCG) managed multiple arms of the campaign, in collaboration with media agency Assembly and ReachTV.
Fewer inbound visitors could hit airlines, hotels, restaurants, and retail.
US consumers are unlikely to bite for low cash-back rewards gated behind monthly fees.
Projecting exclusivity by partnering with prestige brands and experiences set Amex apart.
Broader international acceptance makes its app a one-stop shop for checkout.
Travel platforms should integrate into AI platforms that prioritize security to retain commercial users’ trust in agent delegation.
Chains add apartments and homes to capture longer trips, strengthen loyalty, and compete with Airbnb and corporate housing.
Travel co-brands are moving upmarket to court affluent passengers but still have to deliver on value.
US consumers turn to BNPL and credit to fund travel.
Mobile-first travel booking is on the rise, but AI-forward booking may surge faster.
Higher prices reshape travel habits without derailing demand.
Consumers showed resilience, with spending driven by the FIFA World Cup and higher tax returns.
Airlines and hotels add lower-cost upscale options, helping lure value seekers without diluting premium offerings for affluent travelers.
Premium seats become more important as margins tighten.
High-income shoppers buy private label groceries while booking luxury vacations without hesitation. It looks like a contradiction, but the same psychological decision-making drives both choices, and retailers need to understand it to succeed.
Summer vacations will be more expensive this year as US consumers face price hikes over considerations like airfare and lodging. As a result, many travelers are cutting back and turning to digital channels to find deals. Despite these economic headwinds, US digital travel sales are expected to reach $332.56 billion, up 5.0% YoY, EMARKETER forecasts. If sales are increasing on digital travel channels, it’s not because consumers are looking to buy more things. The rise in travel-related expenses is much higher than modest gains on digital channels, suggesting travelers are cutting back.
In a fragmented media landscape, reaching consumers is only part of the challenge. New research from Viasat Ads suggests the environment in which an ad is viewed can have a measurable impact on attention, recall, and performance.
Premium demand gives airlines confidence to pass fuel costs to travelers.
Rather than creating an out-of-home (OOH) campaign designed to generate social media buzz, travel app Skyscanner did the reverse: It turned an already-viral TikTok moment into a real-world brand experience. The company recently installed a billboard in the baggage claim area of San Juan's Luis Muñoz Marín International Airport, riffing on the viral "First time in San Juan, mi hijo?" audio created by Pittsburgh comedian Bill Stiteler (@saxboybilly18), which continues to soundtrack vacation videos, travel recaps and Puerto Rico getaways across TikTok. The billboard greets arriving visitors with the message: "First time in San Juan, mi hijo? Next time, compare flights and save 30% on average."
A wrap-up of the most popular payment stories so far this year.