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Facebook targets consumers thinking about trips with new travel marketing feature

Facebook has announced the launch of its trip consideration feature, which helps travel advertisers reach potential customers who have shown an intent to travel but are yet to decide on a destination.

The latest feature extends the social media service’s dynamic ads for travel to earlier in consumer’s trip planning process and works across Facebook, Instagram and the service’s Audience Network.

Christine Warner, Facebook’s head of travel, added: “Until now, hotel and flight advertisers have been connecting with travellers on Facebook based on their intent to go to a specific destination.

“Advertisers can now be a part of the traveller’s planning process from the start, reaching and influencing people who have shown an intent to travel, but have not yet selected a specific destination for their trip.”

The company claimed 68 per cent of millennials found ideas for their most recent trip on Facebook, while 60 per cent of millennials found theirs on Instagram.

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