Facebook Ads Management Services Agency for your hotel (and social networks in general), and many managers, after some unsuccessful attempts, abandon the idea of using this channel.
However, those who, on the other hand, find a way to experiment and use the Facebook channel appropriately for their accommodation facility, have the advantage of taking advantage.
Why use Facebook for hotels?
The main reason is that we can accurately choose which audience to show our campaigns ( target ), as each user is classified by Facebook for countless interests and behaviors, especially those related to travel, as well as personal data (gender, age, location, etc…).
Facebook ads for hotels, travel, and tourism
The truth is that there is no such precise and effective tool as Facebook Ads to select an audience with certain characteristics, and this opportunity, as we will see, is fundamental for those who work in the tourism sector.
In addition to hotel marketing opportunities, very often it is also a question of optimizing management costs: both the cost of intermediaries (commissions) and the costs associated with one’s marketing initiatives.
This last point is possible because Facebook campaigns are measurable: in other words, it is possible to track and measure how many bookings arrive from a given campaign.
Generate Profitable Campaigns
There are two fundamental aspects of a campaign: the content (images, texts, call to action) and the audience to which we show it.
There is no way to “predict” which audience and which type of campaign is most effective. However, there is a general method for beginners: and that is to experiment!
Experimenting, in this case, means trying different campaigns in terms of content and target audience. Above all the target, as we will see, is very important.
To select profitable campaigns, simply compare the cost of the campaign with the profit generated. Many will know that this comparison is expressed with an index, the ROI (English acronym for “return on investment”) which is obtained by dividing the result of a campaign (in terms of revenues generated by bookings) by the cost of the campaign itself. This with Facebook Ads is easy and immediate, as it is the same user tracking tool that automatically calculates the ROI.
Furthermore, we can compare the economic return of Facebook campaigns with the other campaigns that are running in our hotel (online and traditional), as well as with the commissions we pay to various intermediaries.
The ROI tells us how much turnover we generate for each euro spent, in an extremely precise way. The most common analysis tools (such as Facebook Insight and Google Analytics) allow us to track users from the moment they interact with our campaign, enter our website and, even after some time, make a reservation.
Do you know your target?
When starting a Facebook campaign for a hotel or other type of accommodation, you don’t necessarily need to have a precise idea of your target. Even a vague idea can be a good start, as long as you “segment” your audience and measure the effectiveness of each campaign. This will quickly allow us to understand on which audience (interests, travel habits, behaviors, various characteristics) it is convenient to concentrate our investments.
People who frequently travel to one place
Before seeing how to use interests and behaviors, let’s focus on the “places” option. In addition to being able to choose people who live or have recently been in a place, one of the most important options for the hospitality sector is the ability to select people who travel to a certain place.
This option, in conjunction with other interests that restrict the field of action, can be used to select those who very often go to the same place, mostly for work or other interests.
What are the interests of your guests?
Knowing your guests already gives us the idea of which interests and personal characteristics are most frequent in our potential customers. For example, if in our locality you go on excursions in the mountains (or rather, if it is the same hotel that makes up a package with “stay + excursion” ) we can select this specific interest:
Facebook public interests
Ultimately, if we’re passionate about mountain hiking (or water skiing, golf, horseback riding, or whatever …) we’ll be much more drawn to a hotel ad if it explicitly includes that activity. The content of our campaign will then lead the user to book a “package” composed ad-hoc for our target audience.
For example, if a hotel in a large city has mostly business travelers, we can try to segment the audience by narrowing it down to this category only and adding interests that help us identify potential customers.
Facebook Ads and the business traveler audience
“business management” and “marketing” interests to further narrow the audience for our Facebook Ads campaign. In this way, by conducting some initial experiments, it is possible to define our audience in such a way that the economic return of our campaigns is maximum.
Many opportunities for hotels and accommodation facilities …
One of the classic examples that are used when you want to describe the potential of Facebook (for hotels and tour operators) is that of the anniversary: in fact, by selecting the people who will celebrate an anniversary in the next 30 days it will be possible to advertise a weekend for couples, with romantic dinner, and other specific elements:
The opportunity is not only to find an audience made up of potential customers as much as possible, but also to redesign our accommodation offer to different needs: couples, families, etc … differentiating the contents we present to the different types of audiences, and inserting specific services and activities for each target.
holiday packages for boyfriends with Facebook Ads
It will also be easy to target those traveling with the family: specific advertising content for families attracts more and more, compared to a generic advertisement from a hotel.
Let’s do our tests!
With Facebook Ads Management Services Agency, we can create and save a certain type of audience, and this comes in handy to do our experiments, especially if we are in the initial phase.
To further segment our audience, we can think of dividing it by geographical areas, age groups, and sex, measuring the outcome of an advertisement (whose content does not change) on different audiences.
Conclusions
In this article we have introduced the potential of Facebook Ads Management Services Agency sponsored ads for hotels and accommodation facilities, through the “Ads Management” tool, showing some examples of how it is possible to characterize our potential customers, defining a certain “audience”.
Not only is it possible to select our audience to generate direct bookings and optimize costs, but thanks to the tools we have available, it is also possible to understand on which targets it is worth composing specific offers (couples, families, people with certain interests or particular needs) with proposals or “packages” that leverage directly on the specificities of each one.
