Adding up Facebook's Competitive Advantages in Travel

Études, Techno, International · · Commenter

Retargeting is perhaps the most important part of the advertising puzzle for the Facebook platform. For instance, if a person is searching on Expedia for flights to London on April 3 to attend the Skift Forum Europe, but does not book anything, hotels can still advertise to that person when they open up the Facebook app or use the website version. The attractiveness here is three-fold for the hotel.

First, a hotel can target an ad at someone it knows is actually highly interested in visiting that destination on a specific date.

Second, the cost to run that ad will be lower than broader mass targeted ads (television, print).

Third, the conversion should be higher than other formats given the specificity and relevance of the audience.

More simplistically, hotels can also retarget people visiting their own website.

Cross-Device Capabilities: A typical path for a vacation booking would be as follows:

  • After the background search on Google about what destination to choose, a person will typically check flights.
  • In this example, we assume the search was done on a browser.
  • As long as Facebook log-in information is saved in the background and the travel site partners in any way with Facebook, Facebook can capture the search activity; a person does not have to physically log in on each search.
  • Most of us do not book the trip on the first stage of flight research. We’ll often gauge pricing of a few destinations and talk to our family or friends or significant others about the results. Days may pass before we go back and look to book a trip...

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Source: Skift



Fairmont Le Reine Elizabeth

Fairmont Le Reine Elizabeth est fier d’annoncer la nomination de Marie-Josée Rivard au poste de Directrice adjointe, restauration à compter du 27 mars 2017.

Marie-Josée se joint à nous fort d’une expérience de plus de 14 ans dans les domaines de l’hôtellerie et la restauration. Elle a détenu jusqu’à récemment avec succès le poste d’assistante maître d’hôtel banquets à l’hôtel Hyatt Regency Montréal. Marie-Josée a débuté sa carrière en restauration en 2003 comme cuisinière au restaurant Tomate Basilic. Par la suite, elle a acquis de l’expérience en hôtellerie dans différents établissements, notamment comme directrice des banquets à l’hôtel Nelligan et directrice de la restauration au Courtyard Marriott Montréal Centre-Ville.

Nous lui souhaitons la plus cordiale des bienvenues et le meilleur succès au sein de l’équipe du Fairmont Le Reine Elizabeth.

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