Results at a glance
Below is a breakdown of each area analysed within the assessment. The results are ranked by the percentage of advertisers assessed that shared the attribute within their recent Facebook ad creative. The scores below are based on three key criteria: ad relevancy, visual quality, and offer quality. A full breakdown of the methodology is available here. A total of 36 fast-growth travel advertisers were assessed in the United Kingdom, United States, Canada, Germany, France, Sweden, Denmark, Australia, and New Zealand.
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Who's leading the way in travel
Below are some best practice examples of Facebook ad creative in practice.
Founded in 2008 and based in San Francisco, Airbnb is an online marketplace and hospitality service that helps people lease or rent short-term lodging. The company connects people to unique travel experiences in over 65,000 cities and 191 countries worldwide.
USER GENERATED CONTENT
If you have a community of fans, don't be afraid to leverage them to inspire others. Airbnb do this well, using a range of images inspired by the travels of their customers.
INSPIRE & EDUCATE
Add value to your audience, by inspiring them to broaden their horizons, whether it be by showcasing a bucket list of possible destinations, or by shining a light on hidden gems that are closer to home. Be a resource, not just another sponsored post on the news feed.
BE TOPICAL
Airbnb creatively align themselves with the start of the new decade, by going down the 20 for 20 route. Don't be afraid to put a creative twist on topical events.
LOOPING VIDEO
Use the right creative for the right audience. Airbnb use an ad that takes the audience on a journey. Although a relatively short ad, it packs a significant punch looping several times to drive home visual impact.
