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.

Generative AI tools increasingly rely on community-driven platforms—Reddit, YouTube, Wikipedia, Yelp, TripAdvisor, and more—as primary sources that feed directly into consumer-facing answers. Because AI does not distinguish between search content, social chatter, reviews, creator posts, or earned media, brand visibility now depends on cross-team coordination rather than siloed optimization. Upstream conversations matter: if forums, reviews, or public commentary lack clarity or depth, AI responses will mirror those gaps. And because users often begin with general queries—not shopping-specific ones—early influence happens long before product discovery. To stay visible, brands must unify search, social, PR, and content workflows.

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

Tripadvisor used conversational AI technology for a campaign executed on voice assistants like Alexa and Google Assistant with the goal of maintaining engagement during the pandemic, according to Adam Ochman, global head of marketing at Tripadvisor.