Travel Roadmap - Flights

Recommended Implementation Roadmap

For airlines, we recommend these phases:

  • Phase 1: Trip Consideration - Reach people with travel intent, but who have not yet selected a destination.

  • Phase 2: Flight Ads - Promote relevant flights from your inventory with unique creatives on Facebook.

  • Phase 3: Upselling & Ancillary Revenue - Drive ancillary revenue from people who've already booked flights through your services.

We recommend progressing through the phases one at a time, in sequential order, and measuring the change in performance of your ads after each phase. Because every business is different, this process will help you understand how each step works for your specific situation.

Need help? Reach out to your Facebook POC if you run into any roadblocks, or if you need help understanding how best to measure your performance.

Trip Consideration

Trip consideration is a prospecting solution that enables you to deliver static ad creative to people with travel intent, but who have not yet selected a destination.

Set Up Trip Consideration

Flight Ads

With flight ads, you can leverage cross-device intent signals to automatically promote relevant flights from your inventory with unique creatives on Facebook.

Important: Before continuing, make sure you've installed the Facebook Pixel across your company's website.

Follow the steps below to configure your catalog, pixel, and ads. You can do this either through Facebook's Ads Manager or the Marketing API:

Option 1 - Web UI


Option 2 - Marketing API (Advanced)


Learn more about configuring the pixel for flight ads.

Note: You have the choice of populating your flight catalog using a data feed that you periodically upload, telling Facebook to automatically populate your catalog from the pixel data and app events you send us (the "feedless" option), or a combination of the two. Whether or not you also choose to upload a data feed, we recommend you enable the feedless option, as it usually means less work for you while still keeping your catalog inventory up-to-the-minute. More info is available in the links above.

Upselling & Ancillary Revenue

Flight ads can be a powerful tool for driving upgrades, premium services, and other forms of ancillary revenue. Follow the link below to learn how: