Trip Consideration is a new pixel-enabled conversion event that allows travel advertisers to match people from Facebook’s database who have expressed interest in traveling. Advertisers will also be able to overlay their desired audience characteristics and present targeted ads to these individuals. Trip Consideration does not require dynamic ads to function, but it is designed to optimize any existing dynamic ads. To use this service, you must have a pixel implemented in your digital campaign.
With more than 68 percent of Millennials finding ideas for their most recent trip on Facebook, introducing this conversion objective made sense. Travel discovery and trip planning are already happening across other platforms, including Instagram, where 60 percent of Millennials draw trip inspiration. Facebook aims to give travel marketers a way to reach people who have already been struck by the vacation bug, allowing them to showcase deals and popular destinations.