— RESEARCH
Insights for Loyalty Ecosystems
Industry research from BCG, EMARKETER, and leading analysts on the growth of commerce media networks — and why non-retail enterprises with first-party loyalty data are best positioned to capture the next wave.
The Economics of an Airline Flight
McKinsey breaks down the precise revenue and cost drivers of a hypothetical London-to-New York flight on a Boeing 787. Total revenue: $174,000 ($160K tickets + $6.6K ancillaries + $7K cargo). Total cost: $153,000. Operating profit: $21,000 (12%). But the average airline industry margin is only 3-6%. Ancillary revenue ($30/passenger) remains a small fraction of the economics, highlighting the massive untapped opportunity for commerce media monetization across the journey.
Key Data Points
Total flight revenue $174K: $160K tickets, $6.6K ancillaries ($30/passenger), $7K cargo
Ancillaries average just $30 per passenger on a $400-$3,000 ticket, a fraction of the revenue opportunity
Fuel ($51K) and airport charges ($35K) are the largest cost drivers, squeezing margins to 3-6% industry average
FAQ on Commerce Media: How to Capitalize on Growth Beyond Retail
EMARKETER outlines how the real expansion opportunity lies in non-retail commerce media networks. The report identifies four evaluation criteria for emerging CMNs: data differentiation, journey touchpoints, audience overlap, and measurement capabilities. Only 13% of non-retail commerce media networks qualify as operationally mature.
Key Data Points
US retail media spend will reach $71B in 2026, but 89% of growth goes to Amazon and Walmart
Only 13% of non-retail CMNs have reached operational maturity
Travel networks offer 3.5 hours of attention per traveler per trip
All Commerce Media Playbook: How Networks Across Industries Can Advance
Forrester Consulting's cross-industry analysis (commissioned by Koddi) benchmarks commerce media maturity across seven verticals including retail, travel, financial services, and automotive. The study finds that while 42% of respondents self-report as advanced, only 13% meet Forrester's criteria for true 'trailblazer' status. Travel and hospitality networks show just 8% trailblazer classification. Only 12% of networks can seamlessly activate and measure campaigns across on-site, off-site, and in-store environments.
Key Data Points
Only 13% of commerce media networks qualify as 'trailblazers' across strategy, technology, measurement, and operations
Travel and hospitality networks show just 8% trailblazer classification — the lowest of all verticals
Only 12% of networks can seamlessly activate and measure across on-site, off-site, and in-store
Amadeus Confirms: The Travel Industry Needs a Commerce Experience Layer
A landmark Amadeus study of 9,500 travelers across seven global markets reveals predictable commerce moments throughout every journey. 90% of air travelers experience anxiety during their trip, 81% of family travelers follow predictable airport rituals, and Gen AI usage for travel planning surged 64% YoY. The gap between operational infrastructure and commerce monetization has never been clearer. Amadeus orchestrates operations. SmartCXP™ orchestrates commerce.
Key Data Points
90% of air travelers experience anxiety during their trip, creating commerce intervention moments
81% of family travelers follow predictable airport rituals (36% always eat at the same restaurant, 23% always grab a pre-flight drink)
Gen AI usage for travel planning surged 64% YoY, from 11% to 18%, but 25% received outdated information