Use this guide if you're an online travel agency or other business that sells a diverse array of travel products (hotels, flights, car rentals, vacation packages, and so on).
For your type of business, we recommend these phases:
Phase 1: Trip Consideration - Reach people with travel intent, but who have not yet selected a destination.
Phase 2: Travel Ads for Retargeting - Cross-promote relevant hotels, flights, car rentals, and more with unique creatives on Facebook.
Phase 3: Travel Ads for Prospecting - Promote your inventory to people with travel intent, even if they have not yet visited your website or app.
Phase 4: Dynamic Pricing for Hotels - 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 if you run into any roadblocks, or if you need help understanding how best to measure your performance.
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.
With travel ads, you can leverage cross-device intent signals to automatically promote relevant hotels, flights, destinations, and more from your inventory with unique creatives on Facebook. Travel ads also makes it easy to cross-promote among different types of inventory; for example, you can create a campaign to automatically advertise relevant hotels to people who recently booked a flight with you.
You will need to set up several different catalogs, each containing information about a different kind of inventory. The most relevant types of catalogs for your business are:
Flights Catalog - Create a Flights catalog to hold information about all the flight routes you offer.
Hotel Catalog - Although this type of catalog is specially designed to hold information about your hotel inventory, you can also "hack" it to hold many other types of things. Most products or services that have a fixed location (as opposed to products that can be bought online and shipped anywhere) can be put into a Hotel catalog. Rental car offerings are a typical example.
Destinations Catalog - A Destinations catalog lets you show city-level creative to people who have shown interest in certain travel opportunities but have not yet taken specific actions (such as viewing a particular hotel's product page). They're good for promoting cruises, packages, or other inventory that may not be specific to a particular hotel or flight.
Set up your catalog using one of these methods:
You can populate your flight catalog using a data feed that you periodically upload. This tells 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 you also choose to upload a data feed, we recommend that you enable the feedless option. It generally requires less work for you while still keeping your catalog inventory up-to-the-minute. For more details, see Facebook's UI and Marketing API.
Populate the catalog with your hotel inventory as per the instructions.
(Optional) If your business offers rental car bookings, you can optionally add entries in your hotels catalog for any non-hotel offerings that have a fixed location, such as rental car locations. Put these offerings into a separate product set from your hotel inventory.
A Destinations catalog is a place to put cruises, travel packages or other offerings that are more closely associated with a general area (for example, "Orlando" or "Greenwich Village") than with a precise location or physical address.
Configure your pixel/mobile app for travel ads
Important: Before continuing, make sure you've installed the Facebook Pixel across your company's website.
Once you've set up your catalogs, you need to configure your Pixel and/or mobile app to send the appropriate intent signals for each type of catalog.
Note: Because you're using a hotels catalog, continue to use
content_type: "hotel" in your events even when you send signals about non-hotel inventory like rental car offerings.
Note: Because you're using a Destinations catalog, continue to use
content_type: "destination" in your events, even when you send signals about inventory, such as cruises or travel packages.
You're now ready to create ads promoting your catalog inventory. Travel ads give you a lot of flexibility in how and to whom you want to advertise your offerings. For example, you can remarket your hotel inventory to people considering a hotel stay, cross-sell rental cars to people who have recently booked flights, or promote Hawaiian vacation packages to people who searched for "Maui" on your site.
You can also set up campaigns to promote inventory from one type of catalog to people who showed interest in items from another. Learn more about cross-selling with travel ads.
Once you have your catalogs set up and are successfully using travel ads to retarget your customers, you're ready to try travel ads for prospecting.
Setting up a campaign to use travel 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: