OpenTable launches media platform for brand partnerships

Restaurant booking platforms expand into advertising and experiential marketing ecosystems

OpenTable has introduced OpenTable Media, a new advertising and brand partnership solution designed to connect companies with diners across the restaurant booking journey. The initiative positions the reservations platform as a media partner offering targeted campaigns, experiential activations, and data-driven marketing insights. The move reflects a broader shift in digital platforms monetising first-party customer data through advertising. It also highlights how reservation platforms are evolving beyond transactional services into marketing and audience engagement channels.

Key takeaways

• Platform monetisation strategy: OpenTable is expanding beyond reservations into advertising and media partnerships to create new revenue streams.
• Data-driven targeting: The solution uses first-party diner data to support precise campaign targeting and consumer behaviour insights.
• End-to-end diner engagement: Campaigns can reach consumers from restaurant discovery through booking and post-dining engagement.
• Experiential marketing focus: Custom events, branded pop-ups, and bookable experiences are central to the offering.
• Brand partnership validation: Early pilot partners such as Diageo, Ghirardelli, and Cobra Beer indicate interest from consumer brands.
• Industry platform trend: The launch reflects a wider shift toward digital booking platforms acting as media and marketing ecosystems.

Source: OpenTable

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →