Sojern: 2019 Facebook and Instagram Travel Advertising Report

Sojern released its 2019 Facebook and Instagram Travel Advertising Report.

Social media advertising accounted for 30% of travel marketers’ digital ad spending in 2018. As Facebook and Instagram continue to roll out ad products to meet the specific needs of travel marketers, 55% of respondents said they plan to increase spending this year.

Sojern surveyed more than 600 travel marketers from 46 countries around the world, representing brands in a variety of sectors including airlines, hotels, travel management organizations, cruise lines, online travel agencies, Middle East tour operators, tourist attractions, home sharing, etc. The report aims to understand how travel marketers are using Facebook and Instagram.

Key trends:

Trend 1: Facebook ad usage is increasing across all formats

More than half of global travel marketers plan to increase spending on Facebook and Instagram ads in 2019.

79% of travel marketers used Facebook ads in 2018. 60% of travel marketers plan to use video ads on Facebook in 2019.

Trend 2: Marketers embrace full-funnel advertising on social

Facebook and Instagram are impacting the travel industry across the board, from building awareness to consideration to conversion. Now, marketers are using Instagram Stories in the upper funnel to introduce tourists to destinations. At the other end of the funnel, marketers are using Facebook dynamic ads to deliver customized booking messages.

Globally, Facebook (30%) and Instagram (28%) are both considered the most effective options for targeting new audiences. However, only 4% of respondents said both Facebook and Instagram are effective for engaging with loyal members.

Trend 3: Targeting travelers’ path to purchase

According to the survey, 45% of travel marketers believe that targeting audiences at a certain point in the purchase path is a major challenge. The solution is to implement a full-funnel strategy on Facebook.

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