While Marriott and Airbnb are upbeat, US hotel operators report weaker bookings.

This FAQ addresses what commerce media is, how it differs from retail media, and where growth opportunities exist for advertisers in 2026.

Big websites like Hotels.com, Tripadvisor, and Expedia appeared most often in Q2 2025 travel searches, showing the influence of scale.

Google is expanding its AI-powered travel planning and booking tools, introducing Canvas itineraries and broader agentic booking features directly within AI Mode in Search. The update brings real-time flight and hotel data, personalized recommendations, and streamlined reservations across major platforms, with full flight and hotel bookings coming soon. Google is also rolling out its Flight Deals tool globally. The shift toward surfacing these capabilities in Search should boost adoption and intensify pressure on travel companies that lag in AI-driven decision-making.

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.

OpenAI introduced a wide swath of app integrations for ChatGPT, pushing the generative AI (genAI) chatbot toward super app status. Spotify, Booking.com, Zillow, Canva, Figma, and Expedia are now all part of the ChatGPT experience. Brands should start treating ChatGPT like a search engine, app store, and marketplace all in one. Marketers should create and tag their content so it can surface naturally in ChatGPT responses. Generative engine optimization (GEO) strategies include structuring content and product copy with mini headlines and using concrete language over abstract phrasing to boost appearances in output.

OpenAI is now allowing users to connect to select third-party apps within the ChatGPT interface. The integrations expand the chatbot’s utility while encouraging users to spend more time within the platform. Consumers may not yet be willing to make transactions within ChatGPT, but they are open to its recommendations. ChatGPT’s integrations with Expedia and Booking.com could transform how people approach trip planning, all while siphoning more traffic from Google—and familiarizing users with the idea of making more purchasing decisions with the help of AI.

Albertsons added a travel perk to its loyalty program, joining retailers that are extending membership benefits beyond core offerings in a bid to boost sign-ups and engagement. Loyalty programs increasingly serve dual functions for retailers. Not only do they help reward and retain customers, they are also an invaluable source of consumer data that can power companies’ retail media strategies. By enhancing the value of its loyalty program—and extending those perks to free members—Albertsons can make inroads with both customers and advertisers.

Retail media is not just for retailers anymore. US commerce media ad spending is projected to hit $118.4 billion by 2029, growing at a 15.3% compound annual growth rate (CAGR), per a May EMARKETER forecast.

Microsoft’s AI assistant now handles bookings, shopping, and podcast creation, aiming to close the gap with ChatGPT by delivering real utility, not just enterprise hype.

Retail media’s rapid growth has spurred nonretail verticals to harness their first-party data to fuel their own commerce media networks. Retail media spending still dominates the commerce media landscape, but distinct challenger cohorts are finding their footing.

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.

Leisure travel demand ticks up ahead of the holiday season: Airbnb, Expedia, and Booking expect reservations to accelerate in Q4.

Travel companies leveraging first-party data to power proprietary ad networks are establishing a presence in the commerce media landscape. Advertisers can enhance their digital strategies by incorporating travel into the commerce media mix.

While the deal could bring in new revenue, integrating Expedia risks overcomplicating Uber’s app and driving users to competitors.

GenAI search could have a transformative impact on the shopping journey. To satisfy customers and stay competitive, retailers should focus on two essential innovations.

While travel media networks aren’t new—Marriott has had one for years—the burgeoning commerce media landscape is ripe for travel and hospitality brands to secure their share of ad dollars.

The media model popularized by retailers is now being adapted by companies in other verticals. Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.