Paid Social for Travel
Paid social that creates demand before anyone searches, judged on bookings, not likes.
Our Travel Social Media Services
Facebook & Meta Ads
Reach travellers at every stage of their booking journey with Meta ads
Read moreInstagram Ads
Inspire and convert travellers with stunning visual content
Read moreLinkedIn Ads
Reach travel industry decision-makers and high-value corporate travellers with LinkedIn ads
Read moreX Ads
Use X ads to connect travel brands with high-intent travellers
Read moreInfluencer Marketing
Partner with travel creators and influencers who genuinely resonate with your target travellers
Read morePaid Social for Travel Brands
Social media has changed our world – and it has significantly improved the way people interact with companies and brands. Adding paid social to your digital marketing mix feels like a no brainer.
We recognise that each passing year sees the number of companies who plan to increase their paid social investment grow. Implementing paid, sponsored or promoted posts into your company’s online marketing plan is now a must if you want to keep up with the competition.
- Which are the right social media platforms for you?
- What do your customers use social media for?
- How can you interpret different platforms analysis tools to compare performance?
At Summon, we’ve been helping travel brands across the globe, conquer paid social media since the networks first rolled out their advertising options.
This means we know what works, how to make you stand out in the crowd – and how paid social can combine with SEO and PPC to create a killer online marketing strategy.
How could Paid Social for Travel help your business?
Reach the Right Travellers
There’s one universal truth about social media: we share masses of information about ourselves, our lifestyles and our engagement habits.
As a result, social media platforms can offer the most targeted advertising options ever seen. With paid social strategies, you don’t have to hope that your target demographic sees your campaign; you can be confident that they will, no matter how specific that audience might be.
Build a Travel Community
With virtually every other marketing strategy, engagement opportunity is negligible; and often, non-existent. But with paid social, your message gets in front of the right people. It also throws the doors open for real-time inquiries, conversation, and ongoing two-way interaction.
Engagement is important because it proves customers are interested in what you’re doing; and that you’re interested in them. It’s, therefore, a vital metric for businesses looking to build audiences, awareness, and results continually.
Re-engage Holiday Shoppers
Our digital footprints are everywhere – and the same is true of everyone who engages with your paid social campaigns. With the creative use of social media’s retargeting options, you can make sure your customers are reminded of your brand as they go about their digital lives.
Retargeting data is invaluable when used as part of a wider SEO, PPC and Paid Social for Travel strategy and is guaranteed to set you apart from organisations who are too focused on just one online marketing approach.
Our Paid Social for Travel channels
Facebook Advertising for Travel
As the go-to social media network, of course virtually everyone engages with Facebook. As a result, there’s a strong possibility it will offer something for your brand. The Facebook user experience is very different to how you’ll engage with the site as a paid business and, without the right experience and skillset, could represent a huge investment of time before it’s fully mastered. We have the skills to make Facebook for business work for you quickly.
LinkedIn for Travel Brands
If you’re a business-to-business company, the social hustle and bustle of many social platforms might not be appealing. However, with LinkedIn, you cut through this noise and reach targeted groups of professionals with bespoke messaging and engagement options. LinkedIn costs reflect this effective access to the right people – so it’s crucial you have a team onside who can monitor your performance carefully.
Twitter Advertising for Tour Operators
Many of the large social platforms understandably have strict guidelines around what you can say and who you can say it to. However, Twitter breaks this mould, allowing you to create highly personalised campaigns, and even targeting individuals who are likely to then naturally share your content. We understand how to lever background information to make sure the right people are exposed to your campaigns.
We’ve outlined the services we offer around a few of the major social platforms, but we don’t fall into the trap of simply focusing on the obvious choices. Your business is unique.
Could Instagram work for you? Pinterest? Snapchat? Would you like to branch into the platforms that work internationally? Are you interested in knowing how to share data across all platforms to maximise your campaigns? At Summon, we ask these – and many more questions – to ensure your Paid Social for Travel campaign is exactly right for you and your business goals.
Our Paid Social for Travel process
We don’t have a prescriptive process when it comes to implementing a business’s paid social strategy. By understanding your business, your products, your goals and your existing marketing strategies, we’ll create a picture of where your social media efforts will be best applied as a result.
When we have a picture of your brand, we’ll build a picture of your audience. We also put together a plan that curates and creates content that they’ll be sure to engage with. With Summon, campaigns aren’t just cast onto social platforms with the hope that they’ll find traction. We carefully schedule everything you’ll share, to guarantee maximum interaction.
Throughout the process, you’ll receive fully customised reports that display the key metrics – in relation to the goals and indicators that we’d created together. We stay on top of this data in order to make sure we can continue to adapt your strategy. We do this as a result of the way people are engaging with your campaign and the wider digital marketing efforts that underpin it all.
Why work with us?
We have a history of success through paid social campaigns for businesses of all shapes and sizes. We understand how to cut through the noise and make an impact from day one. Whether you’re a big brand with a large audience base, or a smaller business taking your first steps into paid social; our way of working will meet your needs – wherever you’re setting the bar.
We prioritise what’s important to our clients. Which is why when working with you, we won’t try to impress you with technical terms and meaningless metrics. Instead, we create well thought through, clear online marketing strategies that we know will work – presented in plain English.
What’s more, we appreciate how important communication is. Whether it’s on Facebook, Instagram or another platform – when you work with us, we’re only ever a call away.
How we think about the bigger decisions: the 50 travel marketing commandments.
Paid social FAQs
Which social platforms work best for travel brands?
We go where your customers are. For most travel brands that’s mainly Facebook and Instagram, where people dream about trips and the targeting and video formats are strongest. TikTok, YouTube and Pinterest can be just as important when that’s where your travellers spend their time, and LinkedIn suits business travel and B2B offers. We plan the mix around your audience, not a default platform.
Does paid social actually drive travel bookings?
Yes, but rarely in a single click. Travel is a considered purchase, so paid social’s main job is to create demand before people search and to bring back people who have already shown interest. We judge it on the bookings and revenue it contributes, including bookings that later come through search, not on likes or reach.
How much should a travel brand spend on paid social?
Enough to test properly and let each campaign settle, which depends on your average booking value and how many bookings you need. We’d rather start focused, prove what works, then scale into the platforms that earn it. After looking at your current results and margins, we’ll recommend a budget.
How do you measure paid social for travel?
Against goals we agree at the start, usually bookings, revenue and cost per booking, alongside earlier signals like enquiries. Travel bookings often happen weeks after someone first sees an ad, so we look at paid social’s contribution across the whole journey, not just last-click sales. Reports are in plain English, with no vanity metrics.
How does paid social work alongside PPC and SEO?
Paid social creates demand and search captures it, and it works the other way round too. You may already have paid for a visit through PPC, and travel decisions take weeks, so paid social keeps your brand in front of that traveller until they’re ready to book. Planning all three together lines up the audiences, messages and seasonal timing, instead of judging each channel in isolation.
