Every platform sells travel intent.
The data and channels to reach travellers who have booked, at the moments that move them.
Travel intent is the dreamer. The buyer is the one walking through duty-free next week.
Travel intent is easy. Every platform sells it, every travel-adjacent agency claims access. But it catches the dreamer browsing flights on a Sunday night and the executive who has booked Frankfurt for Tuesday in the same audience.
In travel retail that's wasted media. The buyer is the one who will physically walk through the duty-free corridor next week. Their flight is confirmed, their airport is known, their window of presence is finite. Reaching them takes data the platforms don't carry, and channels lit up at the right terminal in the right hour.
The audience work and the channel work are the same work.
Travel retail marketing.
Booking data, not intent data.
Travel intent data is in the platforms. Search behaviour, destination interest, traveller affinity. Any agency can buy against it. What sits outside the platforms is the data that confirms presence: booking records on who has committed to a flight, on which route, in which class. Airport data on passenger movements, terminal patterns, projections. Flight manifest data on timings and classes.
We work through the data partnerships that aggregate it. The signal is different in kind, not a refinement of what the platforms already sell.
Measurement infrastructurePlanning before the buy.
The same data sources also work upstream of the campaign. Intent volumes give a read on origin-market demand by destination. Booking records confirm which routes are filling, in which class. Airport panels project terminal-by-terminal passenger flow. Together they size the market before any budget gets committed.
Which terminals to light up. Which routes carry in-flight. Which origin markets anchor the campaign. These stop being guesses and become decisions backed by the actual flow.
Market and channel strategyFrom the booking moment to the departure gate.
The buyer's path is a sequence of moments in specific places. Search at home. Social during planning. The OTA at booking. Ride-hailing to the airport. DOOH in the departure terminal. In-flight on the carrier. Geofenced display at arrival. The data tells us which channels matter for which traveller cohort, and when.
DOOH activates only at the terminals the booking data says matter, in the windows the flight data confirms. In-flight inventory runs against the routes the traveller is on. The channel inventory is broad. The data is what makes the activation precise instead of scattergun.
Paid media activationMeasurement built for purchases the platforms can't see.
The duty-free transaction happens offline, after passport control, in a retailer the brand often doesn't own. No pixel fires. No CRM record links the ad to the receipt unless there's a direct loyalty relationship. Standard performance measurement collapses here.
The answer is panel-based: footfall against confirmed-traveller cohorts, sales lift against control regions, O2O attribution where the brand has a direct retail tie. The reporting names what's measurable, what's modelled, and what's inferred.
Measurement infrastructureEast and West, under one brief.
Travel retail campaigns are multi-market by default. The ecosystems aren't symmetric. A Chinese traveller books on Trip.com, plans on Xiaohongshu, pays through WeChat. A European traveller books on Skyscanner, plans on Google. Asian platforms run on different dynamics, and reaching travellers on them takes regional knowledge European teams typically don't carry.
Our Hong Kong office runs the regional search and social stack directly. Same brief across both sides, same data discipline behind both.
Market and channel strategyOne audience, in motion across every step of the trip.
Once the data lands, the channels run where the buyers actually are.
Programmes shipped.
Travel retail campaigns come in different shapes.
Audience data, channel orchestration across the journey, offline measurement, or a cross-market brief. A first call to understand what's running, where the friction is, and whether we're the right fit. If the first thing to fix is the data, we'll say so.