Facebook Trip Consideration

"We added trip consideration into our acquisition strategy and used it to drive people with travel intent into our funnel while continuing to leverage Dynamic Ads to drive users to book. The powerful combination of these solutions improved our conversion rate by 49%." Nick Schaulsohn Director of Marketing, EF Ultimate Break

Facebook Trip Consideration

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What is the Facebook Trip Consideration?

Facebook Trip Consideration is a new feature that’s all about reaching your potential guests when they are thinking about their next travel destination but haven’t yet decided where to go. It can help you to target people at the earliest steps of their journey planning.

If you take into consideration that 68% of millennials say they found their inspiration for the next adventure on Facebook, and 60% on Instagram, it is clear that you can have a major reach. And if you do things the right way, you can expect a positive outcome.

How does Facebook Trip Consideration work and how do I activate it?

When you create your Facebook or Instagram Ad Campaign you will have the possibility to choose how you want to optimize your Ad Delivery for each of your ad sets. It means you are choosing how you want Facebook to deliver ads to people based on what you’re trying to achieve (booking, phone calls, et cetera). Your selection affects who sees your ads, to get you the best results for the lowest cost.

When you activate the Trip Consideration feature to prioritize delivery to people who plan to travel you can optimize ad delivery to people who have shown general travel intent but have not yet expressed intent for a specific destination, for example, people who browse several travel sites but only land on the homepage of those sites.

Facebook trip consideration-Influence Society Insights

Combining Dynamic travel ads with Trip Consideration you can increase your conversion rate. Trip Consideration works in a mix with existing targeting options to help advertisers bring ads to the right people at the right time, and can be used to direct action on Facebook, Instagram, and the Audience Network. Note that in order to use the trip consideration feature, you must have a Facebook Pixel implemented.

Facebook Trip consideration should be part of your marketing strategy because you now have the chance to have an impact on your future guest while deciding where to go. Of course, you want to promote and inspire  future travelers to go to a destination that is significant for your property.

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