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.
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.
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