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.
Control of Struggling Avianca Could Pass to United Due to Loan Breach
New Insights Deck: A Hotelier’s Guide to the Future of Hospitality Merchandising
Serko, Travel Tech Provider of Zeno, Nearly Doubles Headcount
Buzzy Wellness Beverages Fend Off Brand Copycats
How Travelperk Builds Better Tools for European Business Travelers