Facebook Targeting Basics for Hotels

By Jeff Buskey

Over recent years, social media has become one of the most prominent channels consumers use to research travel. This requires hotels to have a robust presence across popular social platforms, Facebook being one of them. Although Facebook’s low organic reach requires brands to essentially “pay to play” for their content to reach consumers, travel brands are offered specific ad formats to get the most out of their efforts.

Advertising on Facebook can be extremely successful if done properly. Targeting allows marketers to narrow down the audience that their content reaches so that they are only paying to show ads to relevant consumers. These personalized results lead to higher engagement, brand loyalty and most importantly, conversions. Here are a few tips to you get you started with Facebook ad targeting:

1. Geographic Targeting

This option allows advertisers to target Facebook users in specific locations. Depending on what you are promoting, different options are available to select the most appropriate users. For example, if you are looking to promote an event happening at your property, you can target your ad to “Everyone in this location.” Or, if you are trying to promote something specifically for locals, you can select “People who live in this location.” Considering these different options based off of what you are promoting will cut down on ad costs and increase the success of your ad.

2. Demographic Targeting

The next targeting option Facebook gives advertisers is demographic targeting. This allows you to choose your audience based off of education, life events, political affiliation, relationship status, job and much more. An example of this would be targeting high-income users if your hotel is a high-end property.

3. Interest Targeting

Going a step further, Facebook allows advertisers to select their audience based on their interests. If your property is located on a mountain in Colorado, you would want to target those with skiing and/or snowboarding listed in their interests in order to increase the chance they will convert.

4. Connections

This option allows advertisers to choose whether only certain people should see the ad, or if certain people should not see the ad. Consider the goal of your ad and who should see it to determine what should be chosen for this option, if anything.


ICE Portal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!

Let us contact you to get a FREE ROI ANALYSIS