Sojern-2019年Facebook和Instagram旅游广告报告（英文）-2019.8-47页_6mb

2019 Report on Facebook and Instagram Advertising for Travel Summary

Core Content

This report provides insights into how travel marketers are allocating their digital ad budgets to Facebook and Instagram in 2018 and 2019, based on responses from over 600 marketers across 46 countries. It highlights the effectiveness of various ad formats, the challenges faced by travel marketers, and the strategic use of Facebook's ad products across the path to purchase.

Main Points

• Facebook and Instagram's Role: These platforms are essential for travel marketers due to their large user base and visual nature, making them ideal for engaging travelers.
• Ad Spend Allocation: In 2018, nearly half (47%) of travel marketers' digital budgets were allocated to Facebook and Instagram. In 2019, the share of social ad spend is expected to grow, with 63% of European marketers planning to increase their spend on these platforms.
• Ad Formats: Marketers are increasingly using video ads, Facebook Dynamic Ads for Travel (DAT), and Facebook Stories. Instagram is also gaining traction with video content.
• Key Challenges: Travel marketers face challenges in delivering personalized ads in real-time, achieving ROI, keeping up with the fast-paced ad landscape, and targeting travelers at specific points in their journey.

Key Information

Ad Spend by Region

• Europe: 63% of travel marketers plan to increase ad spend on Facebook and Instagram.
• Asia Pacific (APAC): 35% of marketers in Australia see Facebook as most effective for driving reach and brand awareness.
• Latin America (LATAM): 32% of marketers see Instagram as most effective for targeting new audiences.
• Middle East (ME): 35% of marketers see Instagram as most effective for driving reach and brand awareness.

Ad Spend by Vertical

• Airlines and Cruise: 60% of marketers in these verticals plan to increase ad spend on Facebook and Instagram.
• Destination Marketing Organizations (DMOs): 67% plan to use Facebook Dynamic Ads for Travel in 2019.
• Hotels: 31% of hotel marketers rate Facebook as most effective for targeting new audiences.
• All Verticals: Instagram is most effective for targeting new audiences, with the highest percentage from airlines and cruise marketers (38%).

Ad Spend by Budget Size

• Small Advertisers: 31% of digital ad spend went to Facebook and Instagram in 2018, with 44% planning to increase spend in 2019.
• Mid-Size Advertisers: 23% of digital ad spend went to Facebook and Instagram in 2018, with 54% planning to increase spend in 2019.
• Large Advertisers: 18% of digital ad spend went to Facebook and Instagram in 2018, with 64% planning to increase spend in 2019.

Ad Formats

• Video Ads: 60% of travel marketers plan to use Facebook videos in 2019, up from 57% in 2018. Instagram video usage is expected to grow from 43% to 56%.
• Facebook Dynamic Ads for Travel (DAT): 57% of travel marketers plan to use DAT in 2019, with airlines and DMOs leading the adoption.
• Facebook Stories: Small advertisers are less likely to use Facebook Stories, with only 33% planning to use them in 2019.
• Instagram Stories: 36% of marketers plan to use Instagram Stories in 2019.

Challenges

• Personalized Ads in Real-Time: 46% of marketers cite this as a challenge.
• Achieving ROI: 45% of marketers find this difficult.
• Keeping Up with Technology: 45% of marketers struggle with this.
• Targeting at Specific Purchase Stages: 45% of marketers consider this a key challenge.

Solutions

• Facebook Marketing Partners (FMPs): Help marketers manage and optimize campaigns, especially with real-time personalization and automation.
• AI-Powered Tools: FMPs like Adphorus use AI assistants (e.g., Marvin) to automate bidding, budget allocation, and campaign optimization.
• Dynamic Retargeting: DAT enables real-time personalization and retargeting based on user behavior and trip intent, improving conversion rates and reducing ad spend waste.

Case Studies

• Fairmont: Increased mobile-driven revenue by 55% using DAT, with a 44% reduction in mobile Cost Per Booking (CPB).
• Langham Hospitality Group: Achieved 140% more ROI through DAT.
• MakeMyTrip: Observed 20X growth in mobile bookings and 2X growth in website bookings with DAT.
• Air France: Reduced cost per booking by over 50% using DAT across 15 markets.
• Celebrity Cruises: Achieved 23X ROI through a full funnel strategy, with over one million video views and thousands of unique visitors.

Conclusion

Facebook and Instagram continue to be vital platforms for travel marketers due to their large user base, visual appeal, and the ability to deliver personalized, real-time messaging. The use of advanced ad formats like video and DAT, along with the support of FMPs, is helping marketers achieve better ROI, optimize ad spend, and engage travelers effectively across the entire path to purchase.