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Use Trip Consideration to Reach Travelers

March 6, 2018ByCecile Ho

Last year, we enabled the ability to reach a broad audience using dynamic ads for travel to help advertisers promote relevant inventory to people interested in traveling to specific destinations, even if they had not visited the advertiser site or app.

Today, we're introducing trip consideration to help travel advertisers reach people who've expressed intent to travel, but who may have not yet decided where to go. You can now reach people even earlier in the trip planning process. Trip consideration makes it easy for advertisers to deliver the right message with the right creative without having to provide a catalog.

Set Up Trip Consideration


To use the trip consideration feature, you must have a pixel implemented. Learn more about setting up pixel for dynamic ads for travel hotels, flights, destinations.

Create a Campaign

We currently support conversions objective for trip consideration.

curl \
-F 'name=Trip Consideration Campaign' \
-F 'objective=CONVERSIONS' \
-F 'status=PAUSED' \
-F 'access_token=<ACCESS_TOKEN>' \<VERSION>/act_<AD_ACCOUNT_ID>/campaigns

Create an Ad Set

Set the optimization_sub_event parameter as TRIP_CONSIDERATION. Trip consideration works in conjunction with existing targeting options. After the targeting parameters (filters) have been applied on the audience, we can optimize for people who have travel intent within that audience. This process helps advertisers deliver ads to the right people, at the right time — across Facebook, Instagram and Audience Network.

curl \
-F 'name=<NAME>' \
-F 'campaign_id=<CAMPAIGN_ID>' \
-F 'optimization_goal=OFFSITE_CONVERSIONS' \
-F 'billing_event= IMPRESSIONS' \
-F 'targeting={ 
    "age_max": 65, 
    "age_min": 18, 
    "geo_locations": {"countries":["US"]}
 }' \
-F 'optimization_sub_event=TRIP_CONSIDERATION' \
-F 'access_token=<ACCESS_TOKEN>' \<VERSION>/act_<AD_ACCOUNT_ID>/adsets

With trip consideration, you can select a creative (for example, static image, carousel, single video or collection) to showcase top travel deals and popular destinations. This creative is focused to encourage people to book their next vacation.

Customer Stories

Learn more about how businesses like yours are growing with Facebook Marketing Developers:

Learn more about trip consideration and check out inspiring customer success stories.