Facebook says wooing travel industry will be 'key focus' in 2014
Facebook is planning to woo the travel industry with a series of events, research and ad targeting refinements in the coming months as it looks to turn one of its fastest growing advertising verticals to one of its biggest in 2014.
In recent months the social network’s EMEA division has gradually been reorganising its sales teams to work with advertisers on a vertical, rather the country-based level. It has been recruiting for travel sales representatives in particular as it is looking to bring spend from the sector more in line with its biggest spending sectors, such as FMCG and financial.
This week Facebook met with 40 of its top and prospective travel clients to present a study, conducted by research agency Sparkler, that found Facebook appears prominently during the five stages of taking a holiday: dreaming, planning, booking, experiencing and reflecting.
Among the findings, the study claimed more than half (52 per cent) of users said when using Facebook they started dreaming about a holiday even when they did not have one booked and that 95 per cent of people use Facebook for travel related activities prior to going on vacation.