Data Monetization in Travel & Hospitality: Unlocking New Revenue Streams with First-Party Data and Media Networks

As the travel and hospitality industry navigates a rapidly evolving digital landscape, the decline of third-party cookies and the rise of privacy regulations have created both a challenge and an opportunity. Brands that once relied on broad, third-party data for marketing and personalization are now sitting on a goldmine of first-party data—rich, consented information collected directly from guests and travelers. The question is: how can travel and hospitality organizations transform this data into new, sustainable revenue streams while delivering value to both advertisers and guests?

The Untapped Potential of First-Party Data

Travel and hospitality brands have long been at the forefront of collecting guest data through loyalty programs, direct bookings, mobile apps, and on-property experiences. This data is not only high-fidelity and actionable, but also uniquely positioned to drive personalized experiences and targeted marketing. As regulatory changes and browser restrictions erode the effectiveness of third-party cookies, first-party data becomes the foundation for future-proofed marketing, personalization, and—critically—data monetization.

Why Now?

• Rising acquisition costs: Customer acquisition costs in travel have surged by over 35% in recent years, while customer lifetime value has barely grown. Brands are overspending to attract customers, often targeting existing loyalty members with paid media due to poor identity resolution.
• Fragmented strategies: Only 9% of travel firms have fully integrated their paid and owned media strategies, leading to inefficiencies and missed opportunities for personalization.
• Regulatory pressure: Privacy laws and consumer expectations demand a privacy-first, consent-driven approach to data usage.

Media Networks: A Proven Model Ready for Travel

Retailers have demonstrated the power of media networks—platforms that allow brands to monetize their first-party data by offering targeted advertising opportunities to partners and suppliers. These networks have generated billions in new revenue for leading retailers, and the model is now primed for travel and hospitality.

How Media Networks Work in Travel & Hospitality

• Data-driven targeting: Leverage guest data from loyalty programs, bookings, and on-property interactions to create high-value audience segments.
• Personalized offers: Deliver relevant, timely promotions from both internal and external partners—think spa packages, dining experiences, or local attractions—directly to guests.
• Omnichannel reach: Activate campaigns across digital (web, app, email) and physical (in-room screens, kiosks, lobby displays) touchpoints.
• Closed-loop measurement: Attribute campaign performance to actual bookings, purchases, or guest actions, demonstrating clear ROI to advertisers.

Value for All Stakeholders

• Brands: Unlock new, high-margin revenue streams by monetizing data assets.
• Advertisers: Access high-intent, verified audiences in a privacy-compliant environment.
• Guests: Receive more relevant, personalized offers and experiences, enhancing satisfaction and loyalty.

Building a Compliant, Privacy-First Data Strategy

Success in data monetization starts with a robust, privacy-centric data foundation. Key steps include:

1. Unify and enrich first-party data: Integrate data from all guest touchpoints—loyalty, bookings, app usage, on-property transactions—into a single, accessible platform (such as a Customer Data Platform, or CDP).
2. Implement consent management: Ensure guests have clear, transparent choices about how their data is used. Progressive consent techniques and user-friendly privacy controls build trust and regulatory compliance.
3. Invest in identity resolution: Accurately recognize guests across devices and channels to avoid redundant targeting and enable true personalization.
4. Adopt data clean rooms: Facilitate secure, privacy-safe data collaboration with partners and advertisers, enabling advanced targeting without exposing raw personal data.

Developing Media Network Capabilities

Launching a successful media network requires more than technology—it demands organizational change, new capabilities, and a customer-centric mindset.

Organizational Shifts

• Dedicated media sales and operations: Treat the media network as a standalone business function, with teams focused on advertiser relationships, campaign management, and performance analytics.
• Cross-functional collaboration: Break down silos between marketing, IT, data, legal, and guest experience teams to ensure seamless execution and compliance.
• Leadership buy-in: Secure executive commitment to invest in the necessary infrastructure and talent.

Technology and Measurement

• Real-time analytics: Enable in-flight reporting and optimization for advertisers.
• Attribution and ROI: Link ad exposures to actual guest actions—bookings, purchases, loyalty engagement—to prove value.
• Omnichannel integration: Connect digital and physical guest touchpoints for a unified experience and measurement.

Delivering Value to Advertisers and Guests

The most successful media networks balance the needs of both advertisers and guests:

• For advertisers: Offer access to high-quality, intent-rich audiences, advanced targeting, and transparent measurement.
• For guests: Ensure offers are relevant, timely, and enhance the travel experience—never intrusive or irrelevant.

Personalization is key. By leveraging AI and machine learning, travel brands can move beyond basic segmentation to deliver dynamic, context-aware offers that surprise and delight guests—turning every interaction into an opportunity for loyalty and incremental revenue.

Lessons from Retail and Adjacent Industries

Retail media networks have set the standard for data monetization. For example, a leading U.S. supermarket chain partnered with Publicis Sapient to unify its data, activate audience segments, and launch a media network that generated $100 million in new revenue in its first year. The key success factors included:

• Building a unified data platform
• Developing robust measurement and attribution capabilities
• Creating a dedicated media sales and operations team
• Focusing on both advertiser and end-customer value

Travel and hospitality brands can adapt these lessons by leveraging their unique guest data, high-value experiences, and omnichannel environments.

Practical Guidance for Travel & Hospitality Leaders

1. Assess your data maturity: Do you have a unified, accessible view of your guests? Are you collecting consented, high-quality data at every touchpoint?
2. Build the right technology stack: Invest in CDPs, consent management, identity resolution, and analytics platforms that support privacy-first data activation.
3. Pilot and scale: Start with targeted campaigns or partnerships, measure results, and iterate. Use early wins to build organizational momentum.
4. Foster a culture of innovation: Encourage cross-functional teams to experiment with new data-driven experiences and partnerships.
5. Prioritize guest trust: Make privacy and transparency central to your data strategy. Empower guests with control over their data and demonstrate the value they receive in return.

The Road Ahead

As the digital funnel evolves and third-party data becomes obsolete, travel and hospitality brands that harness the power of their first-party data and build robust media networks will unlock new revenue streams, deepen guest relationships, and create a sustainable competitive advantage. The time to act is now—those who lead will shape the future of travel experiences and industry economics.

Ready to unlock the value of your data? Publicis Sapient partners with travel and hospitality leaders to design, build, and scale data monetization strategies and media networks that deliver measurable business impact. Let’s reimagine what’s possible—together.

Relevant Links

• Customer Acquisition and Retention in Travel & Hospitality: Navigating Rising Costs and Evolving Expectations
• Personalization at Scale: How Travel & Hospitality Brands Can Bridge the Experience Gap Across the Entire Customer Journey
• Generational Travel: Tailoring Acquisition and Loyalty Strategies for Gen Z, Millennials, and Gen X
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