Facebook has been extremely busy expanding its presence in the travel space over the past year. Last year saw the launch of City Guides, a tool that lets Facebook users discover hotels, restaurants, tours and activities based on the recommendations of their friends.
The company also began letting users leave comments and traditional star reviews on the hotel page, and started providing local recommendations to its users when they visited a new destination.
Now Facebook is rolling out another new advertising feature called Trip Consideration. It’s designed to let advertisers reach people right at the start of the travel journey—specifically, those who have expressed and intent to travel but haven’t decided where to go.
It’s another sign that Facebook wants to serve as a platform that travelers can use to find inspiration, research and book their trips. How can hotel marketers take advantage of trip consideration? Read on to find out more about this tool and its potential opportunities.
How social media influences travelers
A lot of people that want to take a trip don’t actually know where they want to go. According to a study by Think with Google, when leisure travelers first begin considering their next trip, 82% haven’t chosen the accomodation they want to book with. And one third haven’t usually picked a specific destination.
When it comes to finding that spark of inspiration, social media is fast becoming the go-to option for millions, especially among younger generations. When it comes to Facebook’s own platforms, 68% of millennials say they found ideas for their most recent trip on Facebook, and 60% say they’re similarly influenced by content on Instagram.
Smartly, Facebook is capitalizing on this behavior by allowing advertisers to specifically market to these ready-to-be-inspired travelers.
How does Trip Consideration work?
Trip consideration lets marketers deliver the right ad at the right time based on their level of search intent. By looking at a person’s recent browsing history on Facebook and Instagram, travel brands can promote relevant deals and destinations aimed at those who haven’t yet chosen a specific destination.
