DUSSELDORF - Travel offers from the Player Hub network can now also be distributed via Facebook. Therefore, travel technology specialist Peakwork from Dusseldorf cooperates with the US company based in Silicon Valley and has connected to the API of the world’s largest social network, creating a direct connection to Facebook from the Player Hub network. The new connectivity is available for package holidays, as well as hotel and flight offers. Ameropa-Reisen is the pilot customer, with offers now displayed via the so-called Dynamic Ads for Travel (DAT) on Facebook and Instagram. Additional customer integrations are planned. The marketing campaign is being managed on the bidding platform of Peakwork’s partner Koddi.
Facebook and Instagram have more than a billion active users according to Statista. A significant number of the messages and posts in social networks relate directly to travel. Users can now be targeted with relevant travel offers directly from the Peakwork Player-Hub network.
All necessary data has been made directly available to Facebook via the Peakwork integration including prices, availability, geographic parameters, photos and descriptions. Ameropa-Reisen is delivering more than 20,000 hotel offers and rail package holidays to Facebook and Instagram to be displayed in Germany. Peakwork has developed a Facebook adapter, which delivers high quality data from the tour operator’s Players to Facebook.
Ameropa-Reisen can control who sees its offers through a variety of targeting parameters including families, adults, destinations, display time, among others. This allows Ameropa-Reisen to accurately directly target its’ ads to achieve higher conversion rates. The Facebook user will be forwarded directly to the booking page of the corresponding offer on the Ameropa-Reisen web site, where the user will receive further details and can easily complete the booking.
Ameropa-Reisen has chosen Peakworks's marketing partner Koddi to manage the Facebook DAT bidding. The leading company in the US for metasearch management offers one of the most innovative e-commerce bidding platforms for the travel industry. Numerous US and Peakwork customers successfully use Koddi to achieve optimal ROI in advertising on Facebook, Google, Trivago, TripAdvisor and other metasearchers.
Dirk Meyer, Head of E-Commerce at Ameropa-Reisen, said: "As the market leader for rail travel, we constantly pursuing new innovations. We are the first tour operator in Europe to launch the new Dynamic Ads for Travel on Facebook. Last year, we introduced the first white label booking path for Hotel+Rail and were a pilot partner for the launch of Google HotelAds. With more than 20,000 hotels and train fares starting at 19 Euro, we offer our customers the perfect range of services for a first-class short holiday in Germany and Europe."
Ralf Usbeck, CEO of Peakwork, explains: “Enormous traffic travels across social networks daily, especially regarding travel. These applications are becoming more and more extensive and will serve their users more and more with all desired content. We are pleased to offer our customers the opportunity to leverage highly qualified users and travel potential through connectivity to Facebook."
Nicholas Ward, President and Co-Founder of Koddi, said: “Facebook’s user oriented approach brings a unique set of challenges for the travel advertiser to analyze and optimize hundreds of thousand possible permutations, requiring industry leading technology and expertise to manage the complexity. This is at the core of Koddi's expertise and we are proud to be able to offer these services to the world's leading travel brands. Facebook's native environment and highly engaged user base combined with Koddi's advanced bid automation and reporting suite have proven to provide returns for travel marketers and simultaneously build brand equity in a way that we haven't seen before. Peakwork enables us to work with high performing offer data in order to increase conversion."