Facebook Wants Travelers To Plan Trips From The Comfort Of Their Social Feed

Facebook Wants Travelers To Plan Trips From The Comfort Of Their Social Feed
Advertising

A new tool Trip Consideration helps advertisers target Facebook users who want to travel before they have even settled on a destination

Leo Lutero
  • 14 march 2018

Have you been reading about what to pack, reacting to your friend’s vacation photos or following links about planning for the holidays? Facebook knows when you’re about to travel and is helping advertisers get to you. The social platform launched Trip Consideration, a marketing tool that helps advertisers identify users interested in traveling even before they have even decided where to go.

Trip Consideration is a powerful tool for hotels, airlines and travel agents to catch people early on in their planning and, as a result, have a greater influence over chosen destinations.

Facebook already has tools for travel businesses. Once a user has booked a flight, the social media platform targets ads for the destination. What’s special about Trip Consideration is that it picks up clues from online behavior and tells advertisers that the user is about to take a vacation so they can sweep in even before any concrete plan is made.

Ads for this system will appear in a carousel marketing several destinations at a time instead of just one. Facebook will also be able to tell if the user is attracted to a tropical paradise, historic cities or ski resorts, which makes it even easier for advertisers to raise conversion rates.

Facebook Marketing Partners like Adphorous already have access to Trip Consideration and, following a trial run, have claimed that it yields phenomenal results. For an Adphorous airline client that wanted to improve conversion, Trip Consideration led to over 50% more search traffic and lower advertising costs.

In a Facebook press release, Jason Berman, the managing director of brand marketing at NYC & Company, praised the tool. “This new solution enabled us to deliver 61% more video views and 58% more link clicks, all at a 29% more efficient CPC. This has been our best performing strategy to date on Facebook, and we look forward to using trip consideration for future campaigns,” he said.

Facebook

Have you been reading about what to pack, reacting to your friend’s vacation photos or following links about planning for the holidays? Facebook knows when you’re about to travel and is helping advertisers get to you. The social platform launched Trip Consideration, a marketing tool that helps advertisers identify users interested in traveling even before they have even decided where to go.

+advertising
+Brand Introduction
+cities
+digital marketing
+Facebook
+hospitality
+Luxury
+Marketing
+retail
+Social Media
+Social Media
+technology
+travel
+USA

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