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Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.
Social media and travel go hand-in-hand. Whether it’s close friends sharing photos from a recent vacation, or influencers showcasing their journeys around the world, you don’t have to look too far on social channels to spot the jetsetters. Because many people on Facebook, Instagram and Twitter already have travel on the brain, these social media channels are the perfect place for travel companies to advertise.
Thanks to a wide range of available ad units, powerful targeting capabilities, and direct response elements like call to action buttons, travel companies and OTAs have a massive opportunity to not only show off their destinations and vacation packages, but drive real revenue through hotel bookings and flight reservations.
Ready to embark on a social advertising journey? Follow the lead of these four travel companies who are going the extra mile with their ads on Facebook, Instagram and Twitter.
When advertising on social channels, you want to make sure your campaign fits in with the newsfeed that surrounds it. An ad that stands out for all the wrong reasons will quickly be ignored as users scroll on to less obtrusive posts. To ensure your ad meshes seamlessly with native content, take note of the trends and styles on each channel and incorporate them into your ad creative.
Above, Descubre Mi Mexico takes a page from one of Instagram’s popular hashtags, #thingsorganizedneatly. The precisely arranged objects in this Carousel ad not only fit in with Instagram’s content; they also display the wide range of activities travelers can enjoy in Mexico, whether it’s a fancy dinner, golf game or outdoor expedition. The clever inclusion of a Descubre Mi Mexico pamphlet in each Carousel image also helps to subtly advertise the travel company.
Facebook is where people go to share personal images, videos and updates about their lives. Because Facebook’s content already has a personal, intimate nature, it makes sense that ads incorporating that same style resonate with audiences. Instead of promoting products or services with broad strokes, try communicating the value of your travel brand by showcasing how it impacts individuals.
Airbnb uses a Facebook video ad to tell the story of one family exploring the wide variety of rentals they can access via the service. With this focused, intimate look at one family’s experience, audiences can more easily relate to the the ad and understand the benefits of Airbnb.
Travel preferences vary, and it can sometimes be difficult to address everyone’s likes and interests within one ad. Social sites like Twitter offer a wide variety of targeting options, allowing advertisers to pinpoint specific audiences with highly relevant campaigns. Because each targeted audience will likely have different things that appeal to them, it’s the advertiser’s responsibility to serve ads that speak to these niche needs. Ads that are crafted to fit in with a particular group’s interests will have a much better chance of generating clicks and revenue than a one-size-fits-all approach.
IHG Rewards Club provides a good example of how ads can speak to the individual interests of targeted groups. Instead of trying to appeal to a wide, broad audience, IHG Rewards has crafted ads that tout different benefits to different buyer personas. As you can see, each ad targets a different kind of use case: solo adventure, business trip, or romantic getaway. Combined with Twitter’s wide arsenal of targeting capabilities, these ads can inspire all sorts of audiences to click through to the IHG Rewards Club site.
A well-designed social media campaign is just half of the battle for direct response advertisers; it’s still easy to lose customers on the path from social media click to website conversion. To make the user experience seamless for would-be travelers, align the style and focus of your ad and landing page, making sure to feature the same deal or destination that caught their eye.
Above, Booking.com grabs users’ attention with this Instagram video ad featuring real-life comedian couple Jordan Peele and Chelsea Peretti. When someone clicks through the ad, they’re taken to a landing page that continues the wedding theme established by the ad campaign.
In fact, the landing page content is so on-theme with the ad that it even includes Jordan Peele’s comedic partner, Keegan-Michael Key, offering recommendations on “brocation” trips that guys can take before their wedding. When Instagram users click through the ad to Booking.com’s landing page there’s no doubt that they navigated to the right site, and that the next step in their customer journey relates to their interests.
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