How Hotels Can Use Facebook Throughout the Purchase Funnel – By Ashley Proceviat

A family on vacation
How Hotels Can Use Facebook Throughout the Purchase Funnel

Many hotels claim to ‘be active’ Facebook. But ‘being active’ on Facebook as a social channel is very different than using it as a marketing channel. And this is where many hoteliers are falling down. Because it’s not just about the number of travelers on Facebook – rather, it’s how you use Facebook to influence the traveler’s path to purchase. Here’s how you can achieve your marketing goals at all stages of the funnel.

Upper funnel

Did you know 38% of travelers say they found ideas for their most recent trip on Instagram? Facebook’s inspiring formats like video and canvas are great for inspiring those just starting their travel planning. Raise your property’s profile early on by showcasing the best of your hotel on these formats, including its facilities, services and amenities.

And even better—Facebook Dynamic Ads for Travel (DAT) offers advertisers the chance to retarget those who have visited their site, but haven’t converted, as well as prospect new guests through DAT for broad audiences—so you can reach those who haven’t been to your hotel site before, but who are likely to be receptive to your offering.

Mid funnel

Forget travel websites—Facebook is where your guests are, spending 5X more time on Facebook than on travel-related apps, sites and searches. So it’s really where you need to be as they narrow their preferences about where they are going—and where they’ll be staying.

To help narrow those preferences, we suggest formats like carousel and collection, which allow you to show multiple images and/or video in a single placement—perfect for highlighting your best assets.

Lower funnel and beyond

As we mentioned above, DAT for retargeting uses your Facebook pixel and/or Facebook’s SDK (or Software Development Kit) to show ads to people who have already shown interest in your property. It’s excellent for staying top of mind when it comes time to book. DAT for hotels allows you to advertise your hotel inventory at the property and room level for a more bespoke experience with potential and existing customers. Check out our work with Fairmont, where Sojern drove over 13,000 bookings at a lower cost per booking (CPB) with Facebook DAT.

And just when you thought it couldn’t get any better, hoteliers can also tap into the power of Dynamic Ads for Travel to drive upgrades after a hotel booking, including room upgrades, spa packages, and more.

Looking for more insider tips on the best marketing strategies for your property? Check out The Hotelier’s Guide to Digital Marketing in 2018 now.

About Ashley

Ashley is Sojern’s Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she’s been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn’t like.