HSMAI’s Marketing Advisory Board Tactical Workgroup has produced a series of resources focused on leveraging Facebook — which 70 percent of travelers use every week — to help drive revenue recovery. Previous resources focused on how to use dynamic ads and creative testing ideas. The next one addresses driving awareness and inspiration.
Hoteliers today desperately need to inspire travelers. They are thirsty to reach consumers who have travel intent to drive both consideration and long-term bookings. Hoteliers need a solution to capitalize on net new intent and foster potential travel.
IT’S IMPORTANT BECAUSE …
The travel industry has been hit hard by the pandemic. Many hotels are not close to full occupancy, and consumers have not yet fully bought into the idea of safe travel in this new normal we live in. We need to inspire confidence in travelers.
WHAT YOU CAN DO
If a picture is worth a thousand words, imagine the story you can tell with a truly immersive video. Use Facebook Trip Consideration targeting with video and image assets to reach people in market to travel. This strategy will help you reach people who have travel intent and inspire consideration of your brand for their next trip. It leverages online browsing activity, behavior, interests, and travel history.
The setup is a simple “toggle” in Ads Manager, ideally using Conversions, with no catalog required. Ideally, the KPI leveraged are “site visits” — driving inspiration and consumers to visit the hotel site.
STEP BY STEP
- You will need an ad account in Ads Manager, the Facebook pixel, and inspirational creative. Ideally, the creative includes both video assets (4:5 videos < 15 seconds) and image assets (4:5 images).
- Specific set up steps are here.
- Get inspiration.
The campaign setup in Ads Manager takes 10 to 20 minutes. The recommended budget is highly variable and based on how many site visits are desired.