Marriott and United Pitch Ad Strategies to Target Travelers

Marriott and United are making a joint case that advertisers are leaving money on the table by failing to target travelers during their trips.

Their central claim: People enter a heightened state of willingness to spend when they’re on vacation.

Kinective Media by United is the carrier’s ad platform that reaches travelers through its app, airport lounges, and in-flight entertainment screens. It argues it can deliver desirable audiences to advertisers and says a quarter of United’s travelers earn over $250,000 a year.

The platform has found early traction with tourism boards and business-to-business advertisers, according to Aaron Gallagher, managing director and head of sales at Kinective Media.

Content powered by Kinective Media by United Airlines on a seatback inflight entertainment system. Source: Skift.

A campaign for the Cayman Islands tourism board drove more than 9,000 bookings on United, which the airline attributed directly to Ki