September 20, 2018

Product Spotlight: Facebook Dynamic Ads for Travel

The Problem

At the beginning stages of the travel planning journey, visitors have shown intent to travel to your destination and are clicking on your marketing ads. However, these people are still browsing and shopping around – not yet ready to make reservations and using valuable marketing dollars. How can hotels effectively stay top of mind throughout the user’s planning phase until they are ready to book?

 

The Solution: Facebook Dynamic Ads for Travel

With Facebook Dynamic Ads for Travel, hotels have the ability to retarget people on Facebook and Instagram who display intent to travel by visiting the hotel website. The ads are highly relevant and personalized with dynamic copy and rates that populate based on the traveler’s dates searched and destination.

 

The Guest

The guest includes leisure travelers, from millennials to retirees, that are actively on Facebook throughout their travel planning journey. Reach these people where they are spending the majority of their online time by serving relevant content directly in their newsfeed.

 

The Benefits

  • Win Back Abandoned Bookings
    • The ads can act as a form of reservation abandonment by retargeting website visitors who previously initiated a booking.
  • Prospect Potential Guests
    • Serves as a prospecting tool reaching users who have expressed destination-level travel intent but have not visited the hotel website.
  • Lowers Cost of Sale
    • With the use of Facebook Dynamic Ads for Travel, hotels can win market share from the OTAs and increase direct online revenue while lowering the cost of sale.

 

The Proof

A Miami hotel was looking for a way to encourage users who had recently visited their website to return and complete a booking. Two variations of Facebook Dynamic Ads for Travel were launched, prospecting ads and retargeting ads, served to people online who’s behavior suggested they were planning a trip to Miami or they had previously initiated a booking on the hotel website. Seven months after implementing the ads, the hotel saw:

  • 500k Social Impressions
  • 71 Bookings
  • 10X ROAS
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About HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Asia-Pacific. Through its Smart Guest Acquisition Suite, including the smartCMS®, Smart Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com.

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Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425
Email: garrick@hebsdigital.com