Sojern-2019年Facebook和Instagram旅游广告报告（英文）-2019.9-47页_6mb

2019 Report on Facebook and Instagram Advertising for Travel Summary

Core Content

This report provides an in-depth analysis of how travel marketers are allocating their digital ad budgets to Facebook and Instagram in 2018 and 2019, highlighting the effectiveness of various ad formats and the challenges faced by marketers in the travel industry. It also explores how Facebook and Instagram are being used across the entire path to purchase, from dreaming to experiencing, to achieve marketing objectives such as branding, direct bookings, and loyalty engagement.

Main Findings

Budget Allocation

• Global Ad Spend: In 2018, nearly 47% of global digital ad budgets were allocated to travel marketing.
• Facebook & Instagram Dominance: Facebook and Instagram accounted for the largest share of travel marketers' budgets, with 23% of total digital ad spend in 2018.
• Growth in 2019: 65% of travel marketers plan to increase their spend on Facebook Ads in 2019, while 57% plan to use Facebook Dynamic Ads for Travel.
• Regional Trends:
  • Europe: 63% of travel marketers plan to increase their spend on Facebook and Instagram.
  • Asia-Pacific (APAC): Facebook is most effective for reach and brand awareness, with 35% of Australian marketers citing this.
  • Latin America (LATAM): Instagram is most effective for reach and brand awareness, with 32% of marketers citing this.
• Vertical Trends:
  • Airlines and Cruise: These verticals are most likely to increase their ad spend on Facebook and Instagram.
  • Instagram: Rated as most effective for targeting new audiences across all verticals, with 38% of airline and cruise marketers citing this.
• Ad Budget Size:
  • Small Advertisers: 31% of digital ad spend went to Facebook and Instagram in 2018, with 44% planning to increase this.
  • Mid-Size Advertisers: 23% of digital ad spend went to Facebook and Instagram in 2018, with 54% planning to increase.
  • Large Advertisers: 18% of digital ad spend went to Facebook and Instagram in 2018, with 64% planning to increase.

Ad Formats

• Video Ads: 60% of travel marketers plan to use Facebook videos in 2019, up from 57% in 2018. Instagram video usage is also increasing, with 56% planning to use it in 2019, up from 43% in 2018.
• Facebook Dynamic Ads for Travel (DAT): A key ad format that allows for real-time personalization, targeting, and retargeting, with 57% of marketers planning to use it in 2019.
• Facebook Stories: Less popular among small advertisers, with only 33% planning to use them in 2019.
• Instagram Stories: 36% of marketers plan to use them in 2019.

Key Challenges

• Real-Time Personalization: 46% of travel marketers find it challenging to deliver personalized ads and offers in real-time.
• ROI and Profitability: 45% of marketers struggle with achieving ROI and profitability targets.
• Keeping Up with Technology: 45% of marketers find it difficult to keep up with the fast-paced advertising and technology landscape.
• Targeting Specific Purchase Stages: 45% of marketers find it challenging to target travelers during specific points in their path to purchase.

Role of Facebook Marketing Partners (FMPs)

• FMPs help travel marketers by offering campaign management, optimization, measurement, and creative services.
• They provide priority access to Facebook products, early insights, and technical support.
• FMPs like Adphorus use AI-powered tools such as Marvin to automate bidding, optimize performance, and allocate budgets based on data.

Full Funnel Strategy

• Trip Consideration: Targets users who have shown travel intent but haven't selected a destination.
• Dynamic Prospecting: Automates targeting based on destination intent, reducing conversion costs.
• Dynamic Retargeting Ads: Retargets users based on their website activity, improving ad relevance and reducing waste.
• Ancillary and Loyalty Ads: Effective for cross-selling, upselling, and promoting loyalty programs post-purchase.

Success Stories

• Fairmont: Increased mobile-driven revenue by 55% using DAT on the Adphorus platform.
• Langham Hospitality Group: Achieved 140% more ROI than expected through DAT.
• MakeMyTrip: Observed 20X growth in mobile bookings and 2X growth in website bookings using DAT.
• Air France: Reduced cost per booking by over 50% through DAT in 15 markets.
• Celebrity Cruises: Achieved 23X ROI by executing a full-funnel strategy, including brand awareness and conversion campaigns.

Conclusion

Facebook and Instagram are essential platforms for travel marketers, offering a wide range of ad formats and tools that help address key challenges such as personalization, ROI, and targeting. As the platforms continue to evolve, travel marketers are increasingly relying on FMPs to leverage these capabilities effectively and efficiently across the entire customer journey.