Download the full report below.
Retail media has gone wheels up—literally.
SMG’s latest report, From Shelf to Sky, charts the rapid ascent of travel media as the next frontier in commerce media. If you thought Retail Media Networks (RMNs) were busy enough, buckle up, because airports, airlines, hotels, rideshare apps, and travel retailers are now launching Commerce Media Networks of their own, and the opportunity for brands is sky-high.
So, what’s driving this new vertical? For starters: data, dwell time, and spend-ready travelers. Unlike the increasingly fragmented paths to purchase we see in traditional retail, the travel journey—from trip planning to in-flight engagement—is a linear, high-attention experience packed with touchpoints.
Inside the report, you’ll discover:
The Travel Journey, Mapped: From inspiration and booking to in-room sampling and ride-hailing impressions, we break down the full-funnel opportunities to engage audiences on the move.
The Business Case: Travel media ad spend is projected to hit $2.53B in 2025, with players like United Airlines, WHSmith North America, Marriott, and Expedia launching first-party-powered networks.
Luxury + Lifestyle in Focus: Travel media is unlocking new value for premium and non-endemic brands, especially those that don’t yet have a natural home in retail. Think sunscreen in seatback screens or fragrance in first-class lounges.
Voices from the Front Lines: Get insights straight from the leaders driving the charge—from Kinective Media’s Aaron Gallagher on in-flight engagement to Expedia’s Angelique Miller on data-fueled creative strategies.
Why Collaboration Beats Competition: Unlike retail, travel media players aren’t competing on the same shelves—so cross-network campaigns are likely to become the norm in the space.
SMG’s POV: As the team behind WHS Media—the first in-store travel RMN in North America—we’ve seen firsthand what happens when travel meets commerce media. This report captures the momentum, makes the case, and points to what’s next.
If you’re a brand, retailer, or agency thinking about where to go beyond the shelf: it’s time to look up.
Download the full report and explore where commerce media is headed next.