One thing is certain – the travel industry is constantly evolving, and as we head further into 2025, paid social remains one of the most powerful tools for brands looking to attract and engage travelers. But with changing algorithms, shifting consumer behaviors, and increasing competition, how can travel brands ensure their paid social strategy doesn’t flip-flop? We’ve got the perfect formula to keep your paid-social campaigns flying high and turbulence-free.
Before we get into it, let’s first take a step back to look at the bigger picture. 81% of travellers turn to social media for travel inspiration and destination research before booking their trips (Hootsuite, 2023). That’s a whole lot of untapped potential, if you ask us!
Laying the foundation
You wouldn’t fly an aeroplane without fuel, right? The same logic applies to paid social – you can’t run an effective paid-social strategy without a solid organic and content strategy (Well, you could, but don’t be surprised if your ROI takes a nosedive!).
While paid-social can certainly drive quick results, the real magic happens when it’s supported by a solid organic strategy. Without this foundation, your paid social efforts might not deliver the long-term impact you’re hoping for.
Content is key
Content is the backbone of any effective social media strategy, especially paid as it could be the first point of contact a user has with your ads. Eye-catching visuals, engaging headlines, and compelling messages stop users from scrolling and encourage them to click through, boosting the effectiveness of your ads.
As video continues to dominate social media, travellers crave visual inspiration, and platforms like Meta and TikTok offer the perfect space to showcase breathtaking destinations and unique experiences through dynamic video formats. The key is to prioritise high-quality, engaging video content to capture attention and drive conversions.
The power of UGC
One of the most powerful tools brands can tap into is UGC (user generated content). In simple terms, UGC is original, brand-specific content created by consumers, giving you authentic marketing material at no cost.
UGC helps build authenticity and trust by showcasing real experiences with your brand. When potential travellers see others enjoying a destination or service, it creates a sense of relatability and credibility that polished marketing materials often can’t match.
By incorporating UGC into paid social campaigns, travel brands not only boost engagement but also tap into the power of word-of-mouth marketing, encouraging others to share their own travel moments and inspire new bookings, creating a full-circle moment.
Targeting the right audience
You’re probably aware that targeting is crucial, but just how crucial is it when it comes to paid social? Well, targeting the right audience ensures that your ads are reaching the right people who are most likely to engage with your brand and ultimately convert. When you focus on the right audience, you can tailor your messaging, creative, and offers to their specific needs, interests, and behaviors, making your ads more relevant and compelling. This not only increases engagement rates but also boosts the efficiency of your ad spend by minimising wasted impressions on users who aren’t likely to take action.
By reaching the right people, you improve the chances of building long-term customer relationships, driving higher ROI, and achieving better overall results from your paid social campaigns.
Final boarding call
Keeping your paid social strategy flying high in 2025 means staying ahead of trends, leveraging powerful tools like UGC, and refining your targeting approach. Of course, there’s plenty more to it, but we’ll save that for another time.
If you’re ready to take your paid social to the next level and create campaigns that make an impact, let’s chat! As the experts in travel, we’re proud to partner with luxury hospitality brands like Constance Hotels & Resort to deliver extraordinary results.
