Facebook's new Trip Consideration tool gives travel brands the ability to shape vacationers' plans from start to finish. The tool works by tracking users' travel-related searches and will then offer the data to travel advertisers so that they can push ads promoting flights or hotel deals. The Trip Consideration tool will be available by Facebook, as well as through Facebook's Marketing Partners, including Adphorus, Koddi, MakeMeReach, Smartly.io and StitcherAds.
The implementation of the Trip Consideration tool came as a result of targeted research that found that 68% of Millenials turn to Facebook for travel inspiration. The tool gives advertisers the info needed to leverage insights and behaviors across Facebook as well as Instagram, and will ensure that targeted ads are better tailored for every user. Several companies have already begun to use the tool, including EF Ultimate Break and NYC & Company.