Facebook Has a New Ad Product Tailor-Made for Travel Brands
Skift Take
Facebook wants to become a stronger player for driving trip inspiration and travel bookings, particularly direct bookings.
With U.S. travelers spending 20 percent of their time on mobile on either the Facebook or Instagram apps, Facebook's new Dynamic Ads for Travel product is designed specifically for hospitality and other travel brands to help them retarget consumers browsing those apps and other web sites for travel ideas and inspiration.
Dynamic Ads for Travel, which officially became available in June on Facebook and Instagram, is rolling out its new destination catalog this week. A few travel brands such as InterContinental Hotel Group, Marriott, and Trivago have been beta testing the ads since May.
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Facebook told Skift that Dynamic Ads for Travel's destination catalog (see example below) is designed for travel brands seeking to display images of destinations in their ads. If someone has been browsing a travel site and researching trips to Paris, for example, that travel site can retarget that person with an ad with a carousel of images of the Eiffel Tower or Louvre Museum instead of displaying specific hotel properties in the destinations. An airline could display images of New York City for travelers who have been searching for relevant flights rather than displaying an image of a plane, for example.
Hotels can also retarget travelers within Facebook's mobile apps who viewed a hotel on Hilton.com, for example, by showing an ad featuring the hotel they
