How Facebook impacts travel

Facebook’s Impact on Travel – Or How Social Media Makes Money

We are big fans of Skift. Not only for the way they created their own business but mainly for the quality of their content. If you’re into travel, technology or marketing and want to know the latest trends then this is your source.

Today Skift released a report that dives into Facebook’s competitive positioning in travel, exploring the state and growth of digital advertising in the industry.

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

“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 FACEBOOK

What 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

Source: A Deep Dive Into Facebook’s Impact on Travel

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