How to Use Facebook Throughout the Traveler’s Path to Purchase

January 16, 2018

But Facebook is not just for millennials. With 2 billion monthly active users, there are opportunities to reach any type of traveler on Facebook.

Our report, Sojern Uncovers the Modern Traveler’s Paths to Purchase, gives marketers the tools to influence in-market travelers in their individual paths—from dreaming through to searching and booking. Let’s look at one of the paths found in the report, and see how Facebook can help at every point.

Let’s look at “Isabel’s” Path to Purchase

Our traveler “Isabel” is likely based in upstate New York, travels frequently, and often stays in higher-end hotels. Let’s take a look at her path to purchase as she looks and books a Caribbean cruise:

Engaging with Isabel requires a strategic approach that can nurture her through her entire path. Let’s see how Facebook can do just that.

Capture attention early on with Facebook’s inspiring formats

Facebook has a treasure trove of formats that inspire, including Carousel, Video, and Canvas. One cruise line in particular, Carnival, uses the Canvas format particularly effectively. Their Canvas Ad highlights what an experience on one of their vessels might be like. This is a great way to appeal to Isabel while on social media.

Top of mind, all the time

More than 50% of travelers already use social media, like Facebook, to plan their trips and narrow their searches. So, make sure your brand is present, and that you’re nurturing those travelers toward a decision that ends with selecting your destination, brand or activity.

Facebook gives advertisers access to Instagram, with 700 million monthly users. Instagram formats are available on mobile only, and take up the whole of the screen when in-view, which is probably one of the reasons it has a 4.21% engagement rate. Re-messaging to “Isabel” on Instagram ensures that you are top of mind as she starts to narrow her preferences.

Make the booking process seamless with Facebook

Travelers convert and book when brands have an active presence on Facebook. For Isabel, the Carousel format would be an excellent way highlight all the different ship amenities, activities, and accommodation options for her planning. With a clear Call to Action (CTA)—“Isabel” can easily click through to complete her cruise booking.

Make sure to check out our Path to Purchase report for more insightful marketing takeaways.


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About Ashley Proceviat

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

Ashley Proceviat About the author

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