AdParlor says it enabled a “large forward-thinking travel company” to run ads directed at Facebook users who had previously stayed at one of its hotels. The Custom Audience feature allows advertisers to upload CSV or TXT files — in this case, a segment of the travel company’s existing database of guests. Facebook then hashes the data so users’ identities and information are protected. Facebook runs this list against its own hashed database of users to find matches. The matches are then eligible to see relevant ads.
The success of this hotel company demonstrates that the right mix of social media and customer metrics can return value in certain instances, and hotel chains will be looking to see if they can duplicate this success.
Blackstone Looks at Buying Water-Park Operator Great Wolf
Executive Q&A: Connecting the Dots Between Loyalty and Design
Sandals Resorts Explores $4.5 Billion Sale in Booming All-Inclusive Market
Booking Holdings Reaffirms Plan to Charge Commissions on Hotel Resort Fees
American Airlines Vows to Rebound After Brutal Summer, Says CFO