Blog / Insights
Picture this: it’s December, and a mom in Chicago books a flight to Utah with her two young kids. At the same time, a couple in Los Angeles secures business-class seats to Hawaii. Those two transactions tell very different stories, one about a family holiday, the other about a luxury getaway, but both reveal clear, actionable signals for brands.
From a single ticket purchase, we know where they’re going, who they’re traveling with, and what their mindset is. That insight goes beyond flights; it reveals information about hotels, car rentals, sunscreen in the middle of winter, or a new outfit for New Year’s Eve. These moments create powerful opportunities for advertisers to connect in more meaningful ways.
At United Airlines, we’ve built Kinective Media to help brands do exactly that: connect with travelers in moments that matter most. Our 108 million traveler profiles1, built on deterministic, privacy-safe first-party data, give advertisers precise signals no third-party can replicate.
Segments for all types of advertisers
Airlines have always been a natural fit for endemic categories like hotels, cruises, and tourism boards. But the traveler mindset extends far beyond that. Today, we’re seeing a growing wave of non-endemic advertisers from retail, B2B/tech, and insurance to CPG, QSR, automotive, and beyond leaning into these signals. Why? Because travel is often the spark that sets other decisions in motion.
A family booking tickets to visit grandparents over the holidays is also shopping for gifts, stocking up on travel essentials, and planning seasonal purchases. A luxury traveler sipping champagne at 35,000 feet might also be in the market for premium home goods or financial services. A couple flying to a destination wedding could be planning their honeymoon, exploring insurance options, or considering their next big investment.
Take advantage of United Airlines segments for this holiday season
The holiday season is one of the most powerful travel moments of the year. At United Airlines, we’re breaking it down into key moments and audiences, using travel as a signal of who’s in market, where they’re going, why they’re traveling, and who they’re with.
9.1M+ people flew over the holiday period last year2, spanning all types of travelers. The person booking those four tickets to grandma’s is often the same person buying the Christmas gifts, planning family activities, and making key purchase choices- from grabbing a quick burger after visiting Santa at the mall or checking off the holiday shopping list.
United Airlines' audience segments, such as holiday travelers, families with children, and regional travelers can help CPG and QSR advertisers reach their ideal customers during this crucial season.
Similarly, last year 33 million travelers hit the skies for winter getaways3, and it’s not just families. These are the skiers heading to the mountains, couples planning elegant New Year’s Eve escapes, and warm-weather seekers trading snow for sun. United Airlines audiences like winter destination travelers, luxury travelers or beach interest can help drive results for finance, insurance, or auto rental advertisers.
By combining United Airlines’ first-party data with Yahoo DSP omnichannel reach, brands can create a seamless and impactful experience from the moment travelers watch their favorite holiday movie on CTV to scrolling on their phone as they walk through a mall. It’s a way to connect with them in the right mindset, at the right moment.
Create Meaningful Moments with United Airlines and Yahoo DSP
We’re proud to be the world’s largest airline, but what truly sets us apart is our data. Kinective Media audiences don’t exist anywhere else. They’re built on loyalty, trust, and real traveler behavior. And they work.
Through our partnership with Yahoo DSP, we’re opening up new opportunities for advertisers to connect with consumers in more meaningful ways, extending beyond United Airlines’ owned platforms into personalized, omnichannel experiences. This partnership also enables robust measurement and sales attribution, helping brands turn powerful traveler signals into real business outcomes.
1 United Airlines Internal Data, 2024
2 United Airlines Internal data, travel dates 12/15/24–1/5/25
3 United Airlines Internal Data, travel dates 12/1/24–2/1/25
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About Carey Piraino
Carey Piraino is a Director of Strategic Partnerships at United Airlines, where she leads the data, adtech and activation collaborations that power Kinective Media. Prior to United, she led teams at AOL, Verizon and Yahoo and has deep expertise in programmatic innovation, strategy, and supply partnerships. She lives in Baltimore, Maryland (with her family and enjoys traveling, tennis, reading, and getting outside with her golden retriever, Finn).
