A Deep Dive Into Facebook’s Impact on Travel
Skift Take
Facebook has transformed itself from a social media site into a powerful digital media platform that is now spreading its footprint across the travel industry. Facebook’s ability to dynamically retarget consumers combined with the ads being visual, aspirational, cost-effective, and largely in-app for Facebook’s massive and highly-engaged user base will make the platform an increasingly important tool for the travel industry.
Report Overview
Facebook has transformed itself from a social media site into a powerful digital media platform that is now spreading its footprint across the travel industry. Facebook’s ability to dynamically retarget consumers combined with the ads being visual, aspirational, cost-effective, and largely in-app for Facebook’s massive and highly-engaged user base will make the platform an increasingly important tool for the travel industry.
Featured Quote
“Facebook is no longer just a social media company. We are a content discovery platform and a mobile platform where 1.8 billion people come to discover and interact with the things that matter most to them, including brands.” — Christine Warner, Travel Head of Industry at FacebookWhat You'll Learn From This Report
- How Facebook has evolved from a social media company into a platform
- Why Facebook and Instagram are a strong fit for advertising in travel
- How dynamic ads for travel work and why they are important
- Facebook’s advantages in cross-device tracking and conversion attribution
- Why Facebook will not become an OTA, but metasearch could be an option in the future
- The mechanics behind advertising on Facebook and Instagram including the types of ads, costs, and strategy that best fit the vast options available
- Digital advertising market share estimates
- Why ad dollars continue to move to digital and how large the opportunity is going forward
- How much the largest online booking sites likely spend on digital advertising and what share goes to Google, and now, Facebook
- Estimates of total travel industry spending on digital advertising
- How much market share Facebook is likely to gain in digital travel advertising
- The unique challenges for Facebook to win market share in travel
- How Facebook is impacting Google, the online booking sites, hotels, airlines, and in-destination activities
- What the future likely holds for messaging and chatbots in the travel industry
- Why we expect messaging to be more evolutionary than revolutionary
- An understanding of the differences between the leading messaging platforms
- How we expect Facebook to monetize its messaging platforms
- The expected use cases for messaging for different parts of the travel industry
- Why travel is financially and strategically important to Facebook
