Facebook takes flight

SOCIAL media giant Facebook continues to wring the most out of the travel value chain, with an initiative allowing airlines to target prospective travellers even before they search a particular booking website or app. The new “Flight Ads” solution tracks Facebook user intentions, detecting any plans to take a trip and allowing relevant advertisements to be served to them, even before they decide on a final destination.

Facebook Australasia’s head of travel, Paul Nahoun, said it was important for travel advertisers to reach the right people with the right message, personalised depending on where they are in their decision journey. He said testing of the platform by Air France in the USA had boosted search traffic to the carrier’s website, and lowered the cost per search by 66%.