CANNES — When is a traveller not a traveller? United Airlines may have launched a new media network – but that doesn’t mean the ads will have to be travel-centric.
Kinective Media Network is a commerce media platform designed to create personalized and immersive experiences for travelers at every stage of their journey.
In this video interview with Beet.TV, Mike Petrella, MD, Strategic Partnerships, Kinective Media by United Airlines, says that travel is a route to discover the many contexts and identities of a traveller.
Harnessing the Power of Traveler Data
The initiative, which has been in development in “stealth” mode for nearly a year, aims to leverage United’s vast customer data to deliver targeted messages and surprise and delight moments.
At the heart of Kinective Media lies United’s extensive traveler data, which includes 108 million travel profiles. “These incredibly accurate information as well, because you have to be you in order to get on a plane. So the depth and the breadth of that scale of that data is incredible,” says Petrella.
As travelers engage more with United’s loyalty program, Mileage Plus, the airline gains deeper insights into their preferences, interests, and brand affinities.
Partnerships with companies like Marriott and Avis further enrich this data, allowing United to create a comprehensive view of each traveler.
Bridging the Virtual and Physical Worlds
Kinective Media aims to break down the barriers between endemic and non-endemic experiences, recognizing that a traveler’s journey extends beyond the flight itself. “When you travel, you’re one person,” Petrella explains. “When you travel from home, you’re another person. You may be traveling to work, you may be traveling from home.”
By collaborating with partners, United can deliver personalized experiences that cater to each traveler’s unique interests and lifestyle.
For example, a traveler who arrives early at their destination could be greeted with a glass of their favorite red wine at check-in, thanks to data sharing between United and Marriott.
Targeting the Right Message to the Right Person
The wealth of traveler data allows United to serve highly targeted messages to individuals based on their preferences and behaviors. Petrella cites examples like:
- Targeting people at the front of the cabin with luxury.
- Targeting people who are off the plane, knowing that they’re a sports enthusiast, with a ticket to an event.
- Targetging foodie with a message about a new restaurant.
By focusing on the traveler rather than just the travel experience, Kinective Media aims to create a self-fulfilling flywheel where more travelers generate more data, leading to more opportunities for personalized media and experiences.
You’re watching “Traveler 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.
