You’ve heard of Retail Media Networks—now meet the next evolution: Omnichannel Travel Media Networks (OTM). This new model allows travel organizations to own and control their own media networks, leveraging first-party data to drive engagement, revenue, and brand influence. By connecting with in-destination travelers at the right time, place, and across any device, you can maximize marketing impact like never before.
What is a Retail Media Network?
A Retail Media Network (RMN) is an advertising platform owned or operated by a retailer that enables third-party brands to promote their products and services across the retailer’s websites, apps, and digital properties. These networks thrive on first-party data, allowing advertisers to precisely target consumers while they browse and shop online.
The Shift to Travel Media Networks
Historically, Travel Media Networks (TMNs) have been dominated by major players like Expedia, using their first-party data to drive bookings and revenue. However, the game is changing. Now, your travel organization can create and control its own media network, collecting and leveraging first-party data to enhance engagement and monetization.
We call this the Omni Travel Network—an ecosystem where travel, attraction, convention center, and transportation industries can build their own media networks, unlocking new revenue opportunities and customer touchpoints.
Why Now?
The Growth of Retail Media Networks are experiencing a boom. In 2024, one out of every five ad dollars—totaling $61 billion globally—was spent on RMNs. The driving forces behind this surge include:
- The decline of third-party cookies, making first-party data more valuable than ever.
- The rise of eCommerce, which is projected to reach $4.8 trillion this year.
- The success of RMNs from industry giants like Amazon and Walmart Connect.
- Precisely target travelers using first-party data, rather than relying on guesswork.
- Engage travelers at their “moment of truth”—when they’re making real-time decisions in-destination.
- Provide personalized recommendations, ensuring advertisements are relevant and valuable rather than intrusive.
Why Haven’t RMNs (and now TMNs) Been More Popular Until Recently?
Despite their potential, some advertisers have struggled to measure the ROI of their RMN investments. As budgets grow, solving this challenge has become a priority.
At True Omni, we are implementing tools that enhance measurement, including:
- People counting and demographic recognition to better understand traveler behavior.
- Surveys and location-based marketing to capture real-time engagement data.
- CRM integrations to ensure seamless data management and tracking.
For instance, imagine a traveler sees an ad for a river tour at an interactive kiosk but doesn’t book immediately. Hours or days later, they search for the tour on their phone and complete the booking. Traditionally, tracking that conversion would be difficult—but with OTM, travel organizations can leverage advanced data routing and event tracking to capture these insights.
The Future of Omnichannel Travel Networks
Standardizing data collection and performance measurement will be key to the success of TMNs. Currently, 58% of businesses rely on third-party tools to assess their RMN performance. As TMNs evolve, travel organizations will need to prioritize:
- Consistent data tracking across networks
- Real-time event reporting for actionable insights
- Integration with CRM and analytics platforms to maximize value
The future is bright for travel organizations that embrace the power of partnerships and first-party data. At True Omni, we help organizations unlock these opportunities—connecting brands, destinations, and travelers through cutting-edge media network solutions.
Get Started Today
Are you ready to take control of your own Travel Media Network? Reach out to True Omni to learn more about how you can build, manage, and monetize your OTM. Let’s redefine travel marketing together. Call us at 833-300-6664 or email us at info@trueomni.com.
