Use this guide if you're a hotelier who operates a large hotel chain with many different properties across a wide geographic region.
For your type of hotel business, we recommend these phases:
Hotel Ads for Retargeting - Promote relevant hotels from your inventory with unique creatives on Facebook.
Hotel Ads for Prospecting - Promote your hotel inventory to people with travel intent, even if they have not yet visited your website or app.
Upselling & Loyalty Programs - Drive ancillary revenue from people who've already booked hotels through your services.
Dynamic Pricing - Display more accurate prices in your ads based on specific dates, room types and lengths of stay.
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 experience any issues, or if you need help understanding how best to measure your performance.
With hotel ads, you can leverage cross-device intent signals to automatically promote relevant hotels 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:
Step 1: Set up your catalog.
Step 2: Configure your pixel for hotel ads.
Step 3: Create your ads. Learn about all the hotel-specific template tags that are available.
Step 1: Set up your catalog.
Step 2: Configure your pixel for hotel ads.
Step 3: Build audiences for your ads.
Step 4: Create your ads. Learn about all the Hotel-specific template tags that are available.
Learn more about configuring the pixel for hotel ads.
Once you have your hotel catalog set up and are successfully using hotel ads for retargeting, you're ready to try Hotel Ads for Prospecting.
Setting up a campaign to use hotel ads for prospecting is similar to setting up any other Facebook ad, with some differences in targeting and a few additional best practices we recommend:
In general, people book their hotels weeks (or even months) before their trip. But for other travel-related products (such as upgrades, promotions, reservations and more), people often book these just a few days before their departure. Additional sales from these products and services provide ancillary revenue to hotel industries.
Rather than relying on emails or face-to-face interactions at check-in and customer service desks to drive this revenue, advertisers can use hotel ads on Facebook. With hotel ads, you can create ads geared towards driving ancillary revenue from people who've already booked hotels through your services.
Hoteliers can use hotel ads to:
Step 1: Create a campaign
Step 2: Create an audience
Step 3: Create your ad
With hotel ads, you can show dynamic information based on the specific property a person has booked. The ability to show creative with exact property and date information allows you to upsell your audience with promotions, upgrades, loyalty program memberships and more.
For creative, we recommend using the template tags {{hotel.name}}
, {{hotel.description}}
, {{hotel.brand}}
and {{trip.checkin_date}}
to insert dynamic information based on the hotel a person has booked while highlighting the appropriate promotion (for example, 'join our loyalty program'
, 'book spa services'
, 'make a reservation in our restaurant'
and so on). Example copy:
Post Text: Get free Wi-Fi during your stay at {{hotel.name}} if you join Jasper's Loyalty before you check in!
Link Headline: Join Jasper's Loyalty
Link Description: Get Free Wi-Fi, Earn Points and redeem member exclusive offers when you join Jasper's Loyalty
.