Facebook ups its travel offering

Young man planning a road trip on a map with tablet PC and smart phone. Drinking coffee and pinning the places.

Facebook has upped its travel advertising game with the introduction a new advertising platform designed to target people early on in their trip planning process.

For a while now, Google and TripAdvisor have been THE online platforms helping people decide where to travel, but with Facebook’s new product, trip consideration, they’ve put themselves one step ahead.

Trip consideration targets people who have shown an interest in travel, whether that intent is shown through liking a company’s Facebook page, of a friend’s vacation shots.

Once the potential traveller has shown interest, advertisers can showcase deals and popular destinations to encourage people to book their destination at a specific location.

Creepy, we know, but also super effective.

According to a blog post from Facebook 68 per cent of millennials found ideas for their most recent trip on Facebook, and the same is true for 60 per cent of millennials on Instagram.

NYC & Company, the tourism board of New York City, was one of the first companies to test trip consideration with their True New York campaign.

“We were extremely impressed with how easy it was to use, but even more so with the results it drove,” Jason Berman, Managing Director of Brand Marketing at NYC & Company said.

“This new solution enabled us to deliver 61 per cent more video views and 58 per cent more link clicks, all at a 29 per cent 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.”

According to Christine Warner, Head of Industry, Travel at Facebook, the company’s dynamic ads for travel allowed advertisers to connect with travellers based on their intent to go to a specific destination, but as we know, selecting the destination can often come later in the booking process.

“Advertisers can now be a part of the traveler’s planning process from the start, reaching and influencing people who have shown an intent to travel, but have not yet selected a specific destination for their trip,” she said.

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