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Today we are launching the latest report in our Skift Trends Reports service, Facebook Strategies for Travel Brands.

A major shift took place two years ago that caused travel brands to lament the dwindling access to consumers through Facebook. Paid reach beat out organic reach and brands realized that they don’t have much of a choice but to stay put. As consumers drift into other branches of this multi-pronged platform, smart brands are keeping one eye on the data that matters and the other, on greener pastures.

Facebook’s plan to make the News Feed more relevant for its users pushes brands to target their content to a receptive audience and to weigh if these interactions have a business impact. Travel brands be warned, this rupture will create inefficiencies and opportunities for both that decide to leave and stay in the game. Understanding the advertising products and having a team made up of social media and digital marketing members to better optimize ad spend will be essential for millions of brands that have a Facebook Page.

For this report, Skift spoke with social media managers at brands that are leading their sectors, including KLM, Marriott, and Travel + Leisure, as well Facebook’s Global Head of Travel.

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NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

About These Reports

This is the 32nd in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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