To a standard retail media network, this person is simply a mid-market grocery shopper with a mild preference for IPAs. The Intent Travel HorizonFor all the praise heaped on retail media — and its £3.8 billion growth is undeniable — it remains a fundamentally reactive channel. When a consumer books travel, they are revealing deep, high-value intent months in advance. Decoding the Signals of IntentTravel data behaves like a predictive engine because travel planning is inherently structured. By building forward-looking audience models based on travel data, brands can stop chasing the ghost of yesterday’s purchases.