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Reach Travelers When They’re Deciding Where to Go with Trip Consideration

March 8, 2018 Social Media No Comments Email Email

When planning a vacation, relaxing on the beach or hitting the slopes may be top of mind, but in many cases, people do not start with a specific destination in mind. That’s why today, we’re introducing trip consideration – to help travel advertisers reach people who have expressed intent to travel, but have not yet decided where to go.

We know this type of travel discovery and trip planning is already happening across our platforms. In fact, 68% of millennials found ideas for their most recent trip on Facebook, and the same is true for 60% of millennials on Instagram. That’s why we wanted to give travel advertisers a way to reach people where they’re already finding inspiration for their next trip.

[Digital Travel Research Journey” by GfK (Facebook-commissioned survey of 2,400 people in the US ages 18–64 who had booked a business or leisure trip in the previous three months including 399 who self-identified as African American, 400 who self-identified as Asian American and 400 who self-identified as US Hispanic), Nov 2015–May 2016. A trip was defined as booking accommodation and/or transportation for leisure or business purposes and staying at least one night at a location other than one’s home.]

Now, with trip consideration, you can showcase deals and popular destinations to encourage people to book their next vacation at a specific destination. For example, let’s say a college student has demonstrated interest in spring break at the beach by browsing travel related pages, but has not yet settled on a specific location. Travel advertisers can now deliver ads promoting flight or hotel deals to inspire the student to book his or her trip.

“Facebook is one of our biggest sources of traffic and is crucial to scaling our efforts without diminishing our effectiveness. We added trip consideration into our acquisition strategy and used it to drive people with travel intent into our funnel, while continuing to leverage Dynamic Ads to drive users to book. The powerful combination of these solutions improved our conversion rate by 49%.”

Nick Schaulsohn, Director of Marketing, EF Ultimate Break

We built dynamic ads for travel to help advertisers reach people interested in traveling with the most relevant ads, and now, with trip consideration, you can reach people even earlier in the trip planning process. Trip consideration also makes it easy for advertisers to deliver the right message with the right creative, since you can select the creative you want to show people, without having to provide a catalog.

Trip consideration works in conjunction with existing targeting options to help advertisers deliver ads to the right people at the right time, and can be used to drive action across Facebook, Instagram and Audience Network. Brands are already seeing the value of trip consideration to inspire travellers to take action.

“Our True York City campaign was the first time we tested trip consideration. We were extremely impressed with how easy it was to use, but even more so with the results it drove. 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.”

Jason Berman, Managing Director, Brand Marketing, NYC & Company

Trip consideration is also available through Facebook marketing partners including Adphorus, Koddi, MakeMeReach, Smartly.io and StitcherAds. And later this year, we will be extending trip consideration to help further brand building objectives as well.

Discover how to reach people before they’ve decided where to travel using trip consideration.

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