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EMARKETER

Travel Media Network Ad Spending 2025

Even as Ad Spending on Travel Media Grows, Its Relevance in Commerce Media Is Shrinking

Report by Sarah Marzano  |  Oct 22, 2025
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Table of Contents
Executive Summary
TMN ad spending is set to grow steadily, but its share of commerce media will dwindle
TMNs want to transform the traveler journey into an advertising opportunity
Travel media needs a new model for growth
Recommendations for travel media networks
Recommendations for brands
Sources
Media Gallery
About This Report
Travel media networks like Marriott, Expedia, and Uber are tapping loyalty data to compete in commerce media. To drive growth, TMNs are turning to off-site activations, cross-industry partnerships, and non-endemic advertising.
Topics
Retail Media
Digital Advertising
Digital Travel
United States
Table of Contents
Executive Summary
TMN ad spending is set to grow steadily, but its share of commerce media will dwindle
TMNs want to transform the traveler journey into an advertising opportunity
Travel media needs a new model for growth
Recommendations for travel media networks
Recommendations for brands
Sources
Media Gallery

Travel media networks (TMNs) hold untapped potential in the commerce media ecosystem. Their strength lies in loyalty-driven first-party data and the ability to engage travelers across frequent and complex purchase journeys. But to realize growth, TMNs must depart meaningfully from the retail media playbook.

Key Question: What will it take for TMNs to boost their share of commerce media ad spending?

Key Stat: Spending on travel media will surpass $2 billion by 2026, but its overall contribution to commerce media ad spending will stall.

Travel Media's Share of Commerce Media Ad Spending Is Set to Stall, (billions in US travel media network ad spending and % of total commerce media ad spending, 2023-2027 (redacted))
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Table of Contents

  1. Executive Summary
  2. TMN ad spending is set to grow steadily, but its share of commerce media will dwindle
  3. TMNs want to transform the traveler journey into an advertising opportunity
  1. Travel media needs a new model for growth
  2. Recommendations for travel media networks
  3. Recommendations for brands
  1. Sources
  2. Media Gallery

Charts in This Report

Travel Media's Share of Commerce Media Ad Spending Is Set to Stall, (billions in US travel media network ad spending and % of total commerce media ad spending, 2023-2027 (redacted))Travel Media’s Share of Commerce Media Ad Spending Is Set to Stall, (billions in US travel media network ad spending and % of total commerce media ad spending, 2023-2027)
Travel Media Networks Can Create Continuous Ad Touchpoints Along the Customer JourneyTravel Media Networks Can't Count on Traffic to Owned and Operated Channels to Drive Ad Performance
The Travel Industry Contributes the Smallest Share of Digital Ad Spending

authors

Sarah Marzano

Contributors

Oscar Bruce Jr.
Director, Forecasting
Eleni Digalaki
Blake Droesch
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Max Willens
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