Introduction

Last year, Asia-Pacific overtook North America to become the leading digital travel market in the world. According to eMarketer, digital travel sales in Asia Pacific grew more than 21% in 2017 to reach $215.92 billion, a figure that is going to continue to grow in double digits, reflecting where consumers are increasingly spending their time.

As a result of this fast-paced growth, travel brands have become much more comfortable spending their ad dollars online. But, to truly reap the rewards of digital, the travel industry can strengthen its ability to leverage the right data at the right time in the customer journey. The question we get asked frequently is: are we investing our marketing dollars in the right place? To answer this, brands need to invest in better measurement and attribution models that put the customer first and translate to real business outcomes.

At Facebook, we’re dedicated to helping brands develop this capability, and that starts by having the right foundation and framework in place. Inside this playbook, you’ll learn about better aligning metrics with your specific business goals and selecting the right tools based on your priorities, resources and expertise. Plus, we share best practice tips that will help drive forward your overall data-driven marketing agenda.