Travel Roadmap - Hotel Chain

Use this guide if you're a hotelier who operates a large hotel chain with many different properties across a wide geographic region.

Recommended Implementation Roadmap

For your type of hotel business, we recommend these phases:

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

  • Phase 2: Hotel Ads for Retargeting - Promote relevant hotels from your inventory with unique creatives on Facebook.

  • Phase 3: Hotel Ads for Prospecting - Promote your hotel inventory to people with travel intent, even if they have not yet visited your website or app.

  • Phase 4: Upselling & Loyalty Programs - Drive ancillary revenue from people who've already booked hotels through your services.

  • Phase 5: 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.

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. You may want to take a "try it and see" approach to trip consideration, since hoteliers who are using hotel ads for prospecting in conjunction with trip consideration may see a significant overlap between the audiences for the two solutions.

Set Up Trip Consideration

Hotel Ads for Retargeting

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.

Set Up Hotel Ads for Retargeting

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 hotel ads.

Hotel Ads for Prospecting

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.

Set Up a Campaign

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:

Upselling & Loyalty Programs

Use Hotel Ads to Drive Ancillary Revenue (upsell) or Associated Actions Before a Guest's Trip

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:

  • Highlight premium inventory and entice passengers to upgrade their rooms
  • Grow their loyalty programs and services
  • Drive awareness of onsite amenities, such as spas and restaurants

Example: Use Hotel Ads to Grow your Loyalty Base

Step 1: Create a campaign

  1. Go to ad creation.
  2. Select Product Catalog Sales.
  3. Select the product catalog that contains the hotel inventory you want to promote.

Step 2: Create an audience

  1. Select your Hotel Set or create a new one.
  2. Find the Event source group section.
  3. The Event Source Group should be the Pixel or app that captures customer intent signals at booking.
  4. Verify that the box next to Limit audience to events within All Hotels is checked. Checking this box limits your audience to people who've booked hotels within the hotel set you selected in step 2.
  5. Find the Include section. In this section, you can set specific targeting parameters that allow you to target people who are checking into their hotel in the coming days.
  6. Click the drop-down and select Purchase.
  7. Click the next drop-down and select Hotel.
  8. Capture all bookers in the maximum recency window Facebook offers (180 days).
  9. For this ad, we want to target customers who have a check-in date in the next 10 days and automatically stop showing them ads after their check-in date has passed. To do this, check the box next to Booking window and set the timeframe for 0-10 days.

  10. Once you're finished with your audience, click Save Audience.
  11. Fill in the Placements and Budget & Schedule sections.

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.

  1. Select the Page that you'd like to promote in your ad.
  2. Go to the Format section and choose Single Image.
  3. For creative, we recommend using the template tags {{}}, {{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 {{}} 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.

  4. Select the appropriate tracking and click Place Order.