Do you have a plan of attack for your travel ads on Facebook? Or is your approach more scattergun? Sure engagement is great, but are you successfully finding and building an audience that is interested in your destination that you can move from awareness to consideration to booking?

If not, it’s time to rethink your Facebook advertising strategy – and a great place to start is with the Five Stages of Travel.

Originally identified by Google, the Five Stages of Travel outlines the travel experience into 5 key stages. As travellers spend more time researching their upcoming trips on mobile and especially on social media, it’s essential that your content is available in these moments.

These stages are:

<< Click here to DOWNLOAD a printable of the 5 stages of travel now! >>


Here’s a recap of the Five Stages of Travel and a few of our favourite Facebook tools to utilise within each stage of the journey!

Dreaming

These are the ‘I want to get away moments.’ The traveller may not have a destination in mind yet, and they are looking for options and ideas. They want to be inspired.

Our favourite Facebook Tools for Dreaming

trip consideration


Planning

These are the ‘time to make a plan’ moments. This is when the traveler narrows down exactly when and where to go. Generally it’s this stage that hotels and airlines are very active advertisers!

Our favourite Facebook Tools for Planning

planning

Booking

It’s time to lock it in! This is the let’s book it in moment. Generally advertisers are very good at creating these ads, but from our experience, getting the dreaming and planning campaigns right before showing a booking ad will significantly increase your chance of conversion.

Our favourite Facebook Tool for Booking:

Dynamic Advertising – If someone visited your site but didn’t book, dynamic ads for travel will automatically follow up with a relevant ad to promote an offer to people most likely to book. Whilst dynamic ads are commonly used by hotels and airlines with success, destination marketers now also have the opportunity to run dynamic ads for destinations – and they are delivering results! These ads are super powerful, because you only set them up one, can reach people across multiple devices, and they are always on.
facebook-dynamic-ads-travel-catalog
Image: productsup.io

Experiencing

I like to call this the ‘let’s do it’ moment. This is when the traveler is on the ground, at your location, ready to experience it all.

Maximising the customer’s experience whilst they are at the destination is almost as critical as getting them there in the first place! Now that you’ve got them there, it’s time to make sure that they have a fantastic time and leave with a smile on their face.

Our favourite Facebook Tool for Experiencing:

facebook-ads-manager-location-targeting

Sharing

Whether it be during the trip or after, the power of mobile allows travelers to share their experiences in real time and inspire others. It’s only natural that if you’re having a great time, you want to share your trip with others… or potentially brag a bit about not being in the office that week! Either way, it’s essential that you allow people to share their experiences via social media and curate stories to inspire other travelers in the dreaming phase.

Our favourite Facebook Tool for Experiencing

 

For more information about how to maximise your Facebook advertising for travel, reach out to us for a free strategy session.

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