Facebook targets consumers thinking about trips with new travel marketing feature

Facebook has announced the launch of its trip consideration feature, which helps travel advertisers reach potential customers who have shown an intent to travel but are yet to decide on a destination.

The latest feature extends the social media service’s dynamic ads for travel to earlier in consumer’s trip planning process and works across Facebook, Instagram and the service’s Audience Network.

“Australians are some of the world’s biggest travelers and increasingly, before even booking a trip, many Aussies are turning to Facebook and Instagram for destination inspiration,” said Paul McCrory, group industry director, Facebook Australia and New Zealand.

“Our new dynamic ads for travel will allow advertisers to reach those planning for their next trip, by showcasing deals and popular destinations to the people who have shown an intent to travel but have not yet picked a specific destination.

“With mobile in particular playing a growing role in the travel planning and booking progress, the introduction of dynamic ads for travel now offers advertisers yet another channel to reach and engage their target audience on mobile who have shown interest in a particular hotel, destination or flight.”

Christine Warner, Facebook’s head of travel, added: “Until now, hotel and flight advertisers have been connecting with travellers on Facebook based on their intent to go to a specific destination.

“Advertisers can now be a part of the traveller’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.”

The Travel Marketing Awards will take place after the Mumbrella Travel Marketing Summit. You can also purchase Summit tickets here with separate awards tickets available here.


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