Facebook's New Tool Allows Travel Brands to Shape Vacationers' Plans From the Start

'Trip Consideration' targets users before they've chosen a destination


Travel advertisers on Facebook no longer have to wait until vacationers have chosen a destination to begin the courtship process, as the social network introduced new ad product trip consideration, which enables brands to target users before they have even started planning their journeys.

“Trip Consideration”—a separate product from Facebook’s dynamic ads for travel—supports the social network’s existing targeting options and works across Facebook, Instagram and Facebook Audience Network.

Facebook head of travel Christine Warner said that according to the social network’s research, an average of 43 days pass between the decision to travel and the decision on where to go.

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