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Facebook Hotel Playbook CONTENTS Facebook Hotel Playbook CONTENTS 01. Landscape and Our Recommended Approach 3 02. Travel and Hotel Insights 4 03. Hotel Strategy on Facebook 5 04. Drive Hotel Demand 6 a. Dynamic Retargeting 7 b. Standard Retargeting 7 c. Dynamic prospecting 8 d. Boost Programs 9 05. Build Brand Confidence 10 a. Awareness 10 b. Inspiration 11 c. Loyalty Acquisition and Retention 12 06. Media Buying Efficiencies 14 07. Key Hotel Considerations 16 08. Global Hotel Insights and Considerations 17 09. Creative Tips for Recovery 18 10. Creative Best Practices and Dynamic Creative 19 11. General Measurement Guidance 21 12. Nimble Testing Ideas 23 13. Optimization and Signals 25 14. Signals for Enhanced Measurement 26 15. Other Considerations 28 a. Influencer Branded Content Marketing 28 b. Messenger 29 c. Facebook Marketing Partners Can Help 30 16. Additional Resources 32 17. Food and Beverage Playbook for Hotels 34 © Facebook company Facebook Hotel Playbook 2 01. Landscape and Our Recommended Approach The COVID-19 outbreak has affected And with 70% of people surveyed globally businesses around the world. Employee saying they are “now spending more time health, work patterns, production and on their smartphones,” hoteliers must consumer habits have all been affected. continue to adopt mobile-first strategies.3 The travel industry has been hit With this continued shift of consumer especially hard with an estimated behavior comes an opportunity to redefine $2.1T loss to the industry globally.1 media strategies and focus on driving new demand for hotels, regaining consumer And the hospitality industry has trust and fortifying customer loyalty. similarly been impacted as consumers change their habits. In fact, across With scale, targeting, impactful creative major chains, occupancy was down and people-based measurement, Facebook to <15% in April 2020 and only slowly apps and technologies help hoteliers like you started to recover in Q3 2020.2 connect with potential travelers where they are—on mobile and across the entire journey. Among people surveyed globally, 94% have changed their behavior due to the COVID-19 outbreak.3 Source: 1Grillot, P., & Franken, P. (2020, April 05). “How hard will the coronavirus hit the travel industry?” 2Bernstein Tourism/Hotel Report, May 2020 3Facebook IQ source: GlobalWebIndex, survey of people in AU, BR, CN, DE, ES, FR, GB, IT, JP, PH, SG, US, ZA, Mar 16–20, 2020 © Facebook company Facebook Hotel Playbook Return to Contents 3 02. Travel and Hotel Insights Travel can be stressful, but accommodations and finding a great place to stay shouldn’t be. Digital is influencing each and every stage of the consumer’s hospitality journey. They are inspired to travel, seek out online reviews and recommendations, demand fast and easy responses and increasingly desire authenticity in all experiences. Providing positive digital experiences, especially on mobile, is a must. Facebook apps provide a variety of ways for you of travelers use to authentically connect with customers across Facebook every week5 the entire customer journey. Our tools help 70% to facilitate discovery and inspiration, as well of travelers use as demand generation and demand capture. 64% Instagram every week5 76% of people on Facebook in the US say they use it for travel-related purposes like sharing During the average planning travel experiences, seeking out travel advice period, travelers spend 5x more and checking into places while traveling.6 time on Facebook than on travel- related apps, sites and searches.4 Source: 4Facebook IQ Source: “Passive Digital Travel Research Journey” by GfK (Facebook-commissioned passive observation of digital browsing, search and app behavior of 97 people in the US ages 18–64 during the three-month period before they booked a trip), Nov 2015–May 2016 5“Travel Loyalty Study by Accenture (Facebook-commissioned online study of X respondents ages 18+), US, Dec 2018–Feb 2019.” 6Facebook VIP: Travel (USA) Insights Report Travel Consumer Journey Study by Accenture - Facebook-commissioned online study of 1,054 respondents ages 18+, US, July 2018 © Facebook company Facebook Hotel Playbook Return to Contents 4 03. Hotel Strategy on Facebook This document highlights While corporate marketing strategic media opportunities, groups may be most focused creative best practices, on the latter, driving demand measurement solutions will be top of mind for hotels and nimble testing worldwide, from individual recommendations to property/franchise owners help hoteliers achieve to corporate loyalty teams. success on Facebook by: 1. Driving hotel demand Build brand 2. Building new brand confidence confidence in travel and a master brand/hotel NESS AND LO RE YA A LT AW Y SHARE N IN O S I P T I A R Trip Consideration Ancillary N A I T T I O S N E D P U R N C A H PL ASE Hotel/Destination Hotel/Destination Ads for Ads for Retargeting Driving hotel demand Prospecting © Facebook company Facebook Hotel Playbook Return to Contents 5 04. Drive Hotel Demand Helping to drive demand for hotels will be a critical first step to a successful recovery. Facebook’s dynamic travel ad products can be leveraged to acquire new customers and drive demand from travelers who are already considering your brand. When driving demand, the need for frictionless and cultivated experiences is imperative. These strategies are a recommended approach to start, but may not reflect optimal setup as a hotelier tests into different optimizations and creative. of hotel guests book on 60% mobile due to convenience— so it’s important to make the experience seamless7 Source: 7Facebook IQ source: Leisure TravelConsumer Journey Study by Accenture - Facebook commissioned online study of 1,054 respondents ages 18+, US, July 2018 © Facebook company Facebook Hotel Playbook Return to Contents 6 Hotel media strategies for Retargeting: Dynamic Retargeting Standard Retargeting DYNAMIC RETARGETING STANDARD RETARGETING MEDIA GOAL Invigorate recent site visitors to book. Acquire, convert and continue to retain guests who have shown interest in your brand. PLANNING Use site visitor sizing for guidance on budget and reach/frequency. OBJECTIVE Hotel ads for retargeting, Conversion (Search, ViewContent, leveraging a hotel feed. InitiateCheckout) TARGETING Retarget ads to people with Retarget ads to people with static dynamic content from your feed assets to reach those who have to reach those who have visited visited your website within the past your website within the past 30 30 days. Exclude recent bookers. days. Exclude recent bookers. OPTIMIZE Purchase event or ROAS from pixel. EFFICIENCIES Run on all placements and use a campaign-level budget for the most cost-efficient results. MEASUREMENT Run conversion lift studies to measure the incremental impact of your campaign on bookings and ROAS; ideally include online bookings via the Facebook pixel, mobile app bookings via the SDK or an MMP and offline bookings via the Offline Conversions API. Leverage split testing to race variables and determine winning ads. Custom conversions can be set up to understand individual hotel-level bookings. CREATIVE TYPE Hotel feed with each hotel containing Mix of video and static assets with one image asset in 16:9 spec size strong CTAs, ideally each in multiple (Note: Hotel ads don’t yet allow video). spec sizes (1:1, 4:5, 9:16) to swiftly Ensure high-quality hotel feed image. opt into multiple placements. CREATIVE Why should potential travelers book with your brand for their upcoming trip? MESSAGING CREATIVE Highlight cancelation policies, flexible booking options, early bird/ EXAMPLES last-minute rates, reassure visitors by calming their safety concerns (all driving immediate CTA). Show discount/promotion. Ideally add overlays (price, dates, city, property name) to capture attention. © Facebook company Facebook Hotel Playbook Return to Contents 7 Hotel media strategies for Prospecting: Dynamic prospecting DYNAMIC PROSPECTING MEDIA GOAL Dynamically inspire and drive intent from prospective travelers. Discover untapped prospects by reaching people who have travel intent to a particular destination, leveraging information on people’s online browsing activity, behavior, interests and travel history. PLANNING Use travel insights for guidance on recommended budget and reach/frequency for certain hotels. OBJECTIVE Hotel ads for prospecting, leveraging a hotel feed. Destinations ads for prospecting, leveraging a destination feed for more upper-funnel prospecting. TARGETING Use broad audiences with dynamic content from your feed to reach people who are in-market to travel with a destination in mind but who haven’t visited your website. Exclude recent bookers. Can target the entire feed or build hotel sets to target a subset of hotels (i.e., need markets). OPTIMIZE Search or Purchase event from pixel. EFFICIENCIES Run on all placements and use a campaign-level budget for the most cost-efficient results. MEASUREMENT Run conversion lift studies to measure the incremental impact of your campaign on bookings and ROAS; ideally include online bookings via the Facebook pixel, mobile app bookings via the SDK or an MMP and offline bookings via the Offline Conversions API. Leverage split testing to test variables and determine winning ads. Custom conversions can be set up to understand individual hotel-level bookings. CREATIVE Hotel feed with each hotel containing one image asset in 16:9 spec size (Note: TYPE Hotel ads don’t yet allow video). Ensure high-quality hotel feed image. CREATIVE Why should potential travelers book with your brand MESSAGING for their upcoming trip? Re-inspire travelers. CREATIVE Re-ignite travel inspiration with beautiful destination content of local/domestic EXAMPLES properties. Highlight confidence messaging via loyalty program changes and flexible cancelation policies. Test overlays (destination) to capture attention. © Facebook company Facebook Hotel Playbook Return to Contents 8 Boost Programs DRIVING DEMAND WITH BOOST PROGRAMS Some loyalty programs offer individual hotels the ability to amplify direct booking efforts as top-ups to broader corporate/ enterprise campaigns. These amplification efforts use Dynamic Hotel Ads, leveraging a master hotel feed of image assets, and are available in certain regions.
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