YAN launched travel media with five travel services
The Yandex Advertising Network launched travel media based on Yandex Retail Media. The platform includes Level Travel, Kupibilet, Travelata, Tutu and Yandex Travel. The travel industry's budgets grew by an average of 36% per year from 2022 to 2025, totaling 71 billion rubles.
Yandex Advertising Network (YAN) has launched travel media — a new ad platform built on the basis of Yandex Retail Media. It includes five services: Level Travel, Kupibilet, Travelata, Tutu and Yandex Travel, Yandex's press service reported.
The platform operates on the retail media model but covers the digital channels of travel services: hotel, ticket and tour bookings. The base Yandex Retail Media combines the ad inventory of 30 Russian retailers across five industries. The scheme has been transferred to the travel segment: instead of storefronts of shops, advertisers get access to the audience of booking services.
YAN clarifies: in the travel media format, the word "media" refers specifically to advertising space, not an editorial office or editorial content.
How the model works
Retail media is advertising in the digital channels of shops and marketplaces. Brands pay to show products to customers at the moment of choice and purchase. Travel media works on the same logic, but in booking services: hotels, plane tickets, package tours. For an advertiser, this means contact with the user at a moment of high intent.
According to YAN's logic, the new platform is tailored to the query "where a person is planning to go and what they will spend money on in connection with that trip." Yandex Direct clients will be able to advertise on it. The company separately emphasizes the value of the inventory for hotel chains, airlines and carriers.
"Travel is not an impulse purchase but a longer decision-making cycle, and it gives the ad network more high-intent touchpoints — from choosing a destination to booking a specific hotel or flight," explained Oleg Ivanov, Director of Product Development at YAN. "The more precisely the inventory matches the advertiser's task, the higher the return on promotion."
Industry budgets in Yandex
YAN provides statistics on travel advertisers' spending:
- From 2022 to 2025, the industry's budgets in Yandex grew by an average of 36% per year.
- The total volume of spending over four years amounted to about 71 billion rubles.
- In 2025, foreign travel companies' advertising spending via Yandex increased by 37% compared to 2024.
- In 2026, the growth rate is holding steady.
Where travelers look for ideas
According to Yandex's data, social networks serve as a source of travel ideas for 21% of respondents. Among the audience aged 18–34, this figure reaches 64%.
The launch of travel media coincided with strong growth in advertising budgets in the segment and the ongoing shift of the upper funnel to social media.
Source: AdIndex
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