When you search for a flight to Barcelona, you’re not just planning a vacation. You are broadcasting intent – about your income, tastes, upcoming spending, and emotional state. That signal, argues one executive, is among the richest data a marketer can get.
Travel data, combined with retail purchase signals, can form what he calls “a complete picture of a consumer’s intent”.
“Travel is such a powerful media moment because it is telling you more about a person’s intent and where really their mindset is,” said Matthew Fantazier, VP of retail data partnerships at The Trade Desk, in this video interview with Beet.TV. “What they’re feeling in the moment, what they’re excited about – it tells you a little bit more about where their heart is.”
Retail tells you what; travel tells you why
The distinction Fantazier draws: data reveals purchasing behavior, while travel data illuminates the context behind it. A consumer buying sunscreen in January means something different if they’ve just booked a Caribbean cruise than if they’re simply restocking a bathroom cabinet.
“When brought together, it creates a really complete and powerful picture of what the consumer is looking to achieve in that moment and how to best message them,” he said.
The Trade Desk’s role, as Fantazier described it, is to serve as the connective tissue. “The Trade Desk really comes into this ecosystem by pairing this first-party travel data with premium inventory, measurement, identity to really stitch together this picture for an advertiser to be able to activate against this data in a meaningful way,” he said.
Following the journey, not just the destination
What makes travel data particularly compelling for advertisers, Fantazier argued, is its longitudinal nature. Unlike a single e-commerce transaction, a trip unfolds across multiple touchpoints – research, flight booking, hotel selection, activity planning – each one generating a fresh signal and a fresh opportunity.
“Travel is a real journey,” he said. “We know that people are researching, they are booking a flight, then maybe they book a hotel or other items. So there’s really a moment to create influence with a consumer because you don’t just have one shot to connect with them.”
That sequential engagement is the key to what Fantazier called “in-the-moment storytelling” – the ability to tailor messages as consumer intent evolves, rather than relying on a static audience segment. “You are really following them along that journey,” he said. “You get a more complete picture of what they’re intending to do, so you can more tailor that message to their mindset and really create a meaningful message to that person based upon what we know about them.”
Commerce media’s expanding orbit
The conversation took place as part of Beet.TV’s “Flight to Cannes” Leadership Series, presented by Kinective Media by United Airlines – itself a signal of how seriously travel companies are positioning themselves as media and data businesses.
United Airlines’ Kinective Media unit is among a growing class of travel-based retail media networks seeking to monetize first-party data.
The Trade Desk has been expanding its commerce media infrastructure more broadly. In April 2025, the company partnered with Pacvue and Skai to enable unified activation and measurement across more than 250 commerce media partners – a move designed to give advertisers a more coherent view of performance across fragmented retail channels.
You’re watching “The Flight to Cannes: Commerce Media Takes Off”, a Beet.TV Leadership Series, presented by Kinective Media by United Airlines. For more videos from this series, please visit this page.
