Social media has, over the past several years, developed into one of the most cost effective advertising channels, both online and offline. And plentiful eye-catching imagery and compelling experiences mean that travel and tourism businesses are well-positioned to take full advantage of all social media advertising has to offer. Having said that, many in the travel and tourism industry aren’t yet making the most of social media advertising. Whether this is a result of logistical challenges or a lack of communication on behalf of agencies isn’t clear, but an industry to which clear and targeted messaging through advertising is so vital should be considering social media advertising as the next big marketing step. Last week, Managing Director at Digital Visitor, Anthony Rawlins, took to the floor at World Travel Market (WTM) in London, delivering a seminar about the benefits and future of advertising on social media, with a particular focus on the travel and tourism industry. Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of: Social media advertising and its background The targeting options offered by social media advertising Practical examples of how it can be and is used The future of social media advertising Key Presentation Learnings: Social Advertising continues to evolve: Granular targeting Inspirational; images and video Direct sales More cost effective Facebook leads, others follow: Accelerating improvements Know your audience, and use social to target with pinpoint accuracy

1. Targeted:
Social Media Advertising

2. People you can talk to.
Results that speak
for themselves.
An award-winning social media
agency, we work with a wide range
of travel and tourism clients.
2
Digital Visitor

3. Accolades
3
‘Social Media
Agency of the Year’
‘South Marketing
Agency of the Year’
‘Social Media
Agency of the Year’
‘South Marketing
Agency of the Year’
‘Social Media
Agency of the Year’
‘Tourism Campaign
of the Year’

4. Our clients
4

5. Travel advertising c. 2012
5

6. Travel advertising c. 2014
6

7. Social media ads c. 2012
7

8. Social media ads c. 2016
8

9. Development
• Rapid acceleration on
Facebook
• Product development
• Customer desire
understanding
• Optimise UX & customer
journeys
• What is context for
change?
9

10. Targeting
10

11. Targeting parameters
The challenge…
Market Irish food & drink
brands to people travelling
to & from Ireland
e.g. Tullamore Dew
11
1

12. 12
Targeting parameters
2 3

13. 13
Targeting parameters
3
4

14. 14
Targeting parameters
65

15. 15
Offline targeting
Branding
1 2
Other brands

16. 16
Social media targeting
1 3
Brand immersion Brand engagement
2

17. 17
Example on social
4 5
Deeper engagement Deeper immersion

18. Targeting in action
18

19. 19
Seasonal cycling holidays Audience: UK 25-35 men
Interests: Spain, Team Sky,
Pinarello bikes, Rapha clothing
Location: UK
Holiday offer
Carousel advert
1 32

20. 202020
Off peak spa break holidays Audience: Families 2 kids under 5
Interests: Mediterranean Sea,
Champneys, Yoga, Swimming
Location: 25 miles of hub airports
Luxury spa break offer
Website click ad
Conversion tracking
Retargeting
1 32

21. 21
Adventure holidays in South
America
Family adventure holiday offer
Website click ad
Conversion tracking
Retargeting
Audience: Couples 45+ families
Interests: S America, walking,
nature, Berghaus, Ellis Brigham
Location: UK
1 2 3

22. Media comparison
22

23. 23
Offline targeting
Airline
1 2
Travel Agent

24. Airline traffic
24
Channel Impressions Clicks Cost
Daily Telegraph 1,336,760 5,333 £35,000
Readers Digest 1,200,000 3,390 £25,000
Guardian 412,000 £30,000
Facebook 562,000 18,750 £15,000

25. Travel agency traffic
25
Channel Impressions Clicks Cost
Lonely Planet 500,000 3,400 £17,820
Trip Advisor 1,8222,834 £25,500
Travel Network 3,000,000 2,177 £32,400
Facebook 750,000 27,222 £17,500

26. The future
26

27. The future
27
• 75% of internet traffic in 2017 will be mobile; mobile ads
• Video. Facebook said all content will be video in 5 years.
• Dynamic Facebook ads increasingly valuable for hotels and
airlines; incorporates real time website change

28. The future
28
• Instagram algorithm changes will improve ad relevance and
uncork potential of network – especially for travel
• Increase in ad options via Facebook messenger and
introduction of ads on Facebook live
• Twitter ad targeting significantly improved by third party
insight from services like Affinio & Topic DNA

29. Learnings
Social Advertising continues to evolve:
• Granular targeting
• Inspirational; images and video
• Direct sales
• More cost effective
Facebook leads, others follow:
• Accelerating improvements
• Know your audience, and use social to
target with pinpoint accuracy
29

30. Questions
Anthony Rawlins
Managing Director
+44 (0) 117 911 1420
anthony@digitalvisitor.com
30