The attached PPT outlines a detailed behavioral analysis of the consumer journey from research > evaluation > consideration > purchase in the Travel industry. Taking key insights from travel consumer footprints and their behavior on the key digital channels; a detailed digital marketing strategy and plan has been created to improve your brand's discoverability and desirability.

1. Go To Market Strategy
For
Prepared By - Abhishek Sinha
Date - 19th Apr’2021

2. Content
Understanding the Travel Shopping Journey of the Connected Consumer
How to choose the right channel for marketing Crystal Travel and Morerooms
Detailed Media Budget Planning for Crystal Travel and Morerooms
Strategy on Search Engine
•Encourage user-generated content
•Facebook travel ads strategy
Travel marketing on Social Media
YouTube Strategy
Display Ads Strategy
•Email marketing
•Native Ads - Taboola
Other channels to fuel up your Travel marketing
Remarketing Strategy
To sum it up

3. Marketing objective
Improve Brand Visibility and Drive Online Sale for
www.crystaltravel.com, www.crystaltravel.co.uk
&
www.morerooms.com

4. Understanding the
Journey of the Connected
Consumer in Leisure
Travel
Whether booking a family holiday or a romantic getaway, leisure travelers have a
variety of resources at their fingertips to help them discover destinations, evaluate travel
options and book their trip. However, they navigate the path to purchase, one constant
factor is the importance of social influence. Whether travelers seek inspiration or
reassurance, family, friends and previous experiences have a deep impact on their
decision to book.

5. Tapping US Consumer Behaviour in the Travel
Industry
• With adults in the US spending on average almost
six hours online every day, it comes as no surprise
that it's the most common way people discover new
leisure travel products and brands. In our study, we
found that 66% leisure travellers in the US now find
flights, 64% find accommodation and 68% find trip
experiences online.

6. How do US Travellers Research and Evaluate Travel
Options?
Discovering a new airline or holiday destination is just the beginning of the leisure traveller's journey to booking a perfect trip. Next, travellers weigh their
options, and in this evaluation phase, conversations and recommendations become more important across all the categories surveyed, whether they
happen in person or online. In fact, it is found that over 70% of travellers across all categories considered recommendations from friends and family
influential on their booking decisions.
Online channels play a particularly important role when it comes to research.
While researching online, leisure travellers turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with
friends and family. We found that 53% of travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 38% of active
Instagrammers head to the app to discover travel photos and videos from influencers, celebrities and brands.

7. How do US Travellers Book their Holiday?
Social study revealed that 90% of leisure travellers
book flights online, with the most common reasons for
them doing so being convenience and speed. It was
found that 21% of travellers looking for flights and
accommodation10 book on mobile. And those aged 18-
34 are over 1.5 times more likely than those 35 and
over to do so for trip experiences.
Leisure travellers also showed a strong desire for
better, easier mobile experiences. In fact, 86% of
travellers who book on mobile agree that it's important
for booking to be as easy and convenient as possible.

8. Understanding the Air Travel Shopping Journey of
Today’s Connected Consumer in the US
How people are using digital shopping companions to discover, evaluate and buy new products.

9. Tapping UK Consumer Behaviour in the Travel
Industry
• With adults in the UK spending on average 24 hours
online every week, 2 it comes as no surprise that it's
the most common way people discover new leisure
travel products and brands. Through studies, it has
been found that 59% leisure travellers in the UK now
find flights, 55% find accommodation and 59% find
trip experiences online. And around 20% of leisure
travellers discover these on their smartphone or
tablet.

10. How do UK Travellers Research and Evaluate Travel
Options?
Discovering a new airline or holiday destination is just the beginning of the leisure traveller's journey to booking a perfect trip. Next, travellers weigh their
options, and in this evaluation phase, conversations and recommendations become more important across all the categories surveyed, whether they
happen in person or online. In fact, we found that over 73% of travellers across all travel categories say they considered recommendations from friends
and family influential on their booking decisions.
In addition to in-person channels, online also plays an important role when it comes to research.
While researching online, leisure travellers turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with
friends and family. We found that 53% of travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 38% of active
Instagrammers head to the app to discover travel photos and videos from influencers, celebrities and brands. While researching online, leisure travellers
turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with friends and family. We found that 40% of
travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 34% of active Instagrammers head to the app to discover
travel photos and videos from influencers, celebrities and brands. Seeing other people's experiences with travel brands at holiday spots ultimately plays
into their decision to book.

11. How do UK Travellers Book their Holiday?
Social study found that 80% of leisure travellers agree
that it's important for booking to be as easy and
convenient as possible, which is perhaps why 81% of
them book flights and accommodation online.
As for mobile, it was found that 20% of travellers book
accommodation on their smartphone or tablet and
those aged 18-34 are 1.5 times more likely than those
35 and over12 to book accommodation on their mobile
device.

12. Understanding the Air Travel Shopping Journey of
Today’s Connected Consumer in the UK
How people are using digital shopping companions to discover, evaluate and buy new products.

13. Why Post-Purchase Engagement Matters for
Travellers Across the Globe
Across all categories, travellers seek post-purchase engagement from brands, but the type of communication they
value the most differs across the categories. What's unique for travellers is that engagement from brands post-
purchase can happen before the holiday begins.
When it comes to flights, 65% of travellers want post-purchase engagement, with real-time updates ranked as most
important.
Top three types of engagement that leisure travellers seek from brands based on their purchase:

14. Go-to-market Strategy for
1. Crystaltravel.com
2. Crystaltravel.co.uk
3. Morerooms.com

15. Recommended Marketing Channels for Driving
Awareness and Sales
• Leveraging marketing funnels via different
digital channels that appeal to users at
different stages of the buyer’s journey.
• Users who have never heard of your brand,
for example, wouldn’t convert on an ad
designed to upsell users on an upgrade
who have been purchasing from you from
years, and long-term customers don’t need
to see the video equivalent of Your Brand
101.
• For sales funnels to work, we must create
specific content that resonates with– and is
relevant to users at all stages of the digital
sales funnel.
Remarketing
Referrals
Email
YouTube
Social Media
Search
Engine

16. Mapping the Target Profile ,Interests & Moments to the
Task
Drive
Consideration
Use key mediums to drive
Consideration across
channels
Educate the
audience
Maximizing spends on
awareness channels to
educate the user and
generate interest for your
services

17. Building Media Approach for Crystal Travel & More Rooms
BoFu– Bottom of Funnel: The stage when prospects
are ready to become first-time buyers or repeat
customers.
Bundled Deals, Key USPs, or Offers
Social to Drive Performance, Search to Drive
Conversion
MoFu – Middle of Funnel: Capturing users that
engage with your emails or products but haven’t
made a purchase yet.
Capture Email, Drive repeat website visit through
Offers / USP
Social to stay TOM, Search to Convert
ToFu – Top of Funnel: Prospecting activities to reach
users who are aware of the brand but are not ready
to engage with us yet
Display & Social Channel to create Impact.
YouTube View Audience, GA Audience, and
Website Visit Audience, Search to Inform

18. Identifying the Role of Each Platforms
SOCIAL
Need Awareness
High Impact, Targeted
communication
Utilize the high reach, targeting capabilities of
social and further sway them towards the product
OBJECTIVE AND GOAL FORMAT KEY ROLE
SEARCH
Information search Information & Search
Leverage Brand and Category searches to capture
the intent of the user
Also utilize the capabilities of information platforms
through promoted answers
YOUTUBE
&
DISPLAY
Evaluating alternatives
Travel experiences specific
video creation and
promotion, articles, content
tie ups, Banner creation
Utilize audience inclination towards video platforms,
branded content and original content consumption
REMARKETING
Purchase decision
Audience buy and Shopper
audience targeting
Capture the appetite of the user to buy and buying
intent of the user to generate conversions

19. R e c o m m e n d e d B u d g e t A l l o c a t i o n o n
D i f f e r e n t M e d i a C h a n n e l s

20. Detailed Media Budget Plan for crystaltravel.co.uk
Proposed budget across all media channels - £40,000.00
Target
Channel
Target
Platform
/Networ
k
Audienc
e Type
Object
ive
Budget Ad Format
Target
Location
*Estimated
Impressions
*Estimated
Clicks
*Estimated
CTR
*Estimated
CPC/CPV
*Estimated
Conversion
*Conversion
Rate
Google
Google
Search
New
Visitors
Sale £15,000.00 Text Ads
U.K
4,28,571 42,857 10.00% £0.35 1,286 3.0%
Google
Display
Brand
Aware
ness £2,000.00 Banner 26,66,667 13,333 0.50% £0.15 40 0.3%
Facebook
Faceboo
k
Brand
Aware
ness
+ Sale
£5,000.00
Banner +
Carousel +
Catalogue 55,55,556 33,333 0.60% £0.15 417 1.3%
Instagra
m £5,000.00
Banner +
Carousel +
Catalogue 33,33,333 25,000 0.75% £0.20 313 1.3%
Faceboo
k
Audience
Network
Brand
Aware
ness £2,000.00
Banner +
Carousel +
Catalogue 40,00,000 20,000 0.50% £0.10 100 0.5%
YouTube
YouTube
Video
Brand
Aware
ness
+
Consi
derati
on
£2,000.00 Video 80,00,000 40,000 0.50% £0.05 120 0.3%
Taboola
Publisher
Network £2,000.00 Native Ads 40,00,000 20,000 0.50% £0.10 80 0.4%
Remarketi
ng
*RLSA,
GDN, FB,
IG & FAN
Returnin
g
Visitors Sale £7,000.00
Dynamic
Product
Banners 62,22,222 46,667 0.75% £0.15 933 2.0%
Total £40,000.00 3,42,06,349 2,41,190 0.71% £0.17 3,288 1.4%

21. Detailed Media Budget Plan for crystaltravel.com
Proposed budget across all media channels - £30,000.00
Target
Channel
Target
Platform/Netw
ork
Audience
Type
Objective Budget Ad Format
Target
Location
*Estimated
Impression
s
*Estimated
Clicks
*Estimat
ed CTR
*Estimate
d
CPC/CPV
*Estimated
Conversion
*Conversion
Rate
Google
Google Search
New Visitors
Sale £10,000.00 Text Ads
U.S
2,50,000 25,000 10.00% £0.40 750 3.0%
Google
Display
Brand
Awareness £2,000.00 Banner 26,66,667 13,333 0.50% £0.15 40 0.3%
Bing
Microsoft's
Bing Sale £2,000.00 Text Ads 71,429 5,714 8.00% £0.35 229 4.0%
Facebook
Facebook Brand
Awareness
+ Sale
£3,000.00
Banner +
Carousel +
Catalogue 33,33,333 20,000 0.60% £0.15 250 1.3%
Instagram £3,000.00
Banner +
Carousel +
Catalogue 20,00,000 15,000 0.75% £0.20 188 1.3%
Facebook
Audience
Network
Brand
Awareness £1,000.00
Banner +
Carousel +
Catalogue 20,00,000 10,000 0.50% £0.10 50 0.5%
YouTube
YouTube
Video
Brand
Awareness
+
Considerati
on
£2,000.00 Video 80,00,000 40,000 0.50% £0.05 120 0.3%
Taboola/Nativ
e
Publisher
Network £2,000.00 Native Ads 40,00,000 20,000 0.50% £0.10 80 0.4%
Remarketing
*RLSA, GDN,
FB, IG & FAN
Returning
Visitors Sale £5,000.00
Dynamic
Product
Banners 44,44,444 33,333 0.75% £0.15 667 2.0%
Total £30,000.00
2,67,65,87
3 1,82,381 0.68% £0.16 2,373 1.3%

22. Detailed Media Budget Plan for morerooms.com
Proposed budget across all media channels - £30,000.00
Target
Channel
Target
Platform/Net
work
Audience
Type
Objective Budget
Ad
Format
Target
Locatio
n
*Estimated
Impression
s
*Estimated
Clicks
*Estimated
CTR
*Estimated
CPC/CPV
*Estimated
Conversion
*Conversion
Rate
Google
Google
Search
New Visitors
Sale
£10,000.0
0
Text
Ads
U.S,
U.K, AU
& CAN
2,00,000 20,000 10.00% £0.50 600 3.0%
Google
Display
Brand
Awareness £2,000.00Banner 20,00,000 10,000 0.50% £0.20 30 0.3%
Bing
Microsoft's
Bing Sale £2,000.00
Text
Ads 62,500 5,000 8.00% £0.40 200 4.0%
Facebook
Facebook Brand
Awareness
+ Sale
£3,000.00
Banner
+
Carousel
+
Catalogu
e 27,77,778 16,667 0.60% £0.18 208 1.3%
Instagram £3,000.00
Banner
+
Carousel
+
Catalogu
e 20,00,000 15,000 0.75% £0.20 188 1.3%
Facebook
Audience
Network
Brand
Awareness £1,000.00
Banner
+
Carousel
+
Catalogu
e 13,33,333 6,667 0.50% £0.15 33 0.5%
YouTube
YouTube
Video
Brand
Awareness
+
Considerati
on
£2,000.00Video 80,00,000 40,000 0.50% £0.05 120 0.3%
Taboola/Nati
ve
Publisher
Network £2,000.00
Native
Ads 26,66,667 13,333 0.50% £0.15 53 0.4%
*RLSA, GDN, Returning
Dynamic
Product

23. Rationale –
• Budget allocation across different media channels are initial estimates based on the fitment of the
target platforms for driving the desired results (i.e. sales and bookings) for Crystal Travel and More
Rooms.
• The estimated metrics - impr., clicks, cpc, ctr, conversion and conversion rate are based on travel
industry benchmarks for brands. Actual figures for Crystal Travel and More Rooms would vary based
on its brand popularity, competition, budget, TG behaviour, service and offers etc. An optimised
performance can be delivered through a data driven strategy.
• SEO, Direct traffic, Off-page branding activities, Influencer marketing, SMO and email marketing
would further help contribute to the brand’s WOM and improve the overall conversion and ROI.
• Initial targeting geographies have been kept as U.K and U.S respectively for crystaltravel.co.uk and
crystaltravel.com and U.S, U.K, Can and AU for morerooms.com. Based on client’s input on
historical conversion data, target geo can be re-strategized.
• RLSA, GDN, FB, IG & FAN are abbreviations for remarketing list search ads, Google display
network, Facebook, Instagram and Facebook Ads Network respectively.

24. Search Engine Strategy
• www.crystaltravel.com
• www.crystaltravel.co.uk
• www.morerooms.com

25. Search Market Analysis -
Flight Booking

26. Search Analysis
(US)
Observation: Keywords like cheap flights
to, flight tickets, cheap airline tickets, new
York flights, los angeles flights have
major searches in the past 12 months
Takeaways: Google trends give rich
insights on the trending search results
which can be leveraged to keep updating
the existing search campaigns and in
creating new campaigns to cater to the
user search demands

27. Region in US with the Highest Demand for Flight
Bookings
• Rationale - The above regions within US have the highest demand for flight bookings related queries.
Campaigns can be strategically targeted to these locations to cater to the user’s high demand in the category.
0% 20% 40% 60% 80% 100% 120%
Nevada
Ohio
Kentucky
South Carolina
New York
North Carolina
Colorado
Arizona
Delaware
District of Columbia
Pennsylvania
Oklahoma
Kansas
Utah
Wisconsin
Connecticut
Missouri
Minnesota
New Mexico
Washington
Wyoming
Iowa
Massachusetts
Hawaii
Maine
New Hampshire
cheap flights to: (4/18/20 - 4/18/21) flight tickets: (4/18/20 - 4/18/21) new york flights: (4/18/20 - 4/18/21) los angeles flights: (4/18/20 - 4/18/21) cheap airline tickets: (4/18/20 - 4/18/21)

28. Query Trend (US) in the Flight Category
• * Top - The most popular search queries. Scoring is on a
relative scale where a value of 100 is the most searched
query, 50 is a query searched half as often as the most
popular query, and so on.
• * Rising - Queries with the biggest increase in search
frequency since the last time period.
200%
190%
180%
160%
150%
150%
120%
120%
110%
100%
100%
90% 90% 80% 80% 80% 70% 60% 60% 60% 60% 60%
50% 50% 50% 50% 40% 40% 40% 40% 40%
0%
50%
100%
150%
200%
250%
Rising Queries
100100 97 95
70 68
51 50 48 47 46 45 44 43 42 41
33 32 31 31 31 31 30 29
14 13 12
0
20
40
60
80
100
120
Top Queries

29. Search Analysis
(UK)
Observation: Keywords like cheap flights
to, flight rates, london flight deals, flight to
dubai from london, cheap flights to
london have major searches in the past
12 months
Takeaways: Google trends give rich
insights on the trending search results
which can be leveraged to keep updating
the existing search campaigns and in
creating new campaigns to cater to the
user search demands

30. Region in UK with the Highest Demand for Flight
Bookings
• Rationale - The above regions within UK have the highest demand for flight bookings related queries.
Campaigns can be strategically targeted to these locations to cater to the user’s high demand in the category.
0% 20% 40% 60% 80% 100% 120%
Manchester
Glasgow
Birmingham
Belfast
Leeds
London
Liverpool
Sheffield
Edinburgh
Wythenshawe
cheap flights to: (4/18/20 - 4/18/21) flight rates: (4/18/20 - 4/18/21) london flight deals: (4/18/20 - 4/18/21)
flights to dubai from london: (4/18/20 - 4/18/21) cheap flights to london: (4/18/20 - 4/18/21)

31. Query Trend (UK) in the Flight Category
• * Top - The most popular search queries. Scoring is on a
relative scale where a value of 100 is the most searched
query, 50 is a query searched half as often as the most
popular query, and so on.
• * Rising - Queries with the biggest increase in search
frequency since the last time period.
100
24
18 17 16 16 14 14 12 11 11 11 11 10 10 10 9 9 8 8
0
20
40
60
80
100
120
Top Queries
500%
350%
200%
90% 90% 80% 70% 60% 60% 50% 50% 50%
0%
100%
200%
300%
400%
500%
600%
Rising Queries

32. Search Market
Analysis - Hotel
Booking

33. Search Analysis
(Worldwide)
Observation: Keywords like hotel
booking, cheap hotel booking, online
hotel booking, 5 star hotel booking, hotel
reservation have major searches in the
past 12 months
Takeaways: Google trends give rich
insights on the trending search results
which can be leveraged to keep updating
the existing search campaigns and in
creating new campaigns to cater to the
user search demands

34. Countries with
Highest Demand
for Hotel Bookings
Rationale - These countries in the world
have the highest demand for hotel
bookings related queries. Campaigns can
be strategically targeted to these
locations to cater to the user’s high
demand in the category.
0% 20% 40% 60% 80% 100% 120%
Portugal
Greece
Netherlands
Denmark
Sweden
Mexico
Switzerland
New Zealand
Ireland
Israel
Belgium
Egypt
Qatar
Turkey
Australia
Saudi Arabia
United Kingdom
United Arab Emirates
Russia
Malaysia
France
India
Canada
Singapore
United States
Philippines
hotel booking: (4/18/20 - 4/18/21) cheap hotel booking: (4/18/20 - 4/18/21)
5 star hotel booking: (4/18/20 - 4/18/21) online hotel booking: (4/18/20 - 4/18/21)
hotel reservation: (4/18/20 - 4/18/21)

35. Query Trend (Worldwide) in the Hotel Booking Category
• * Top - The most popular search queries. Scoring is on
a relative scale where a value of 100 is the most
searched query, 50 is a query searched half as often
as the most popular query, and so on.
• * Rising - Queries with the biggest increase in search
frequency since the last time period. Results marked -
“5000% are Breakout" and had a tremendous
increase, probably because these queries are new
and had few (if any) prior searches.
100 99
71 69 69
47 44 43 40 38 37 37 36 36
28 28 27 25 23 19 19 19 18 18 17 16 15 15 14 13
0
20
40
60
80
100
120
Top Queries
5000%
5000%
5000%
5000%
5000%
5000%
4900%
4500%
3300%
1450%
400% 250% 250% 180% 150% 150% 120% 120% 110% 110% 110% 100% 100% 90% 90% 80% 70% 70% 60% 50%
0%
1000%
2000%
3000%
4000%
5000%
6000%
Rising Queries

36. Approach on Search engine for Positioning
crystaltravel.com, crystaltravel.co.uk and morerooms.com
Search Engine
SEO
For increased visibility and ranking on
Google SERP
Paid Search
Strategic keyword targeted paid ad
campaigns for the coveted top spot
in search to increase product
consideration.

37. SEO Approach
The SEO approach would start by creating buyer persona which can be a crucial step in beginning the SEO strategy for all the 3
web properties i.e. crystaltravel.com, crystaltravel.co.uk and morerooms.com
Based on data and research, a buyer persona can help give brand an idea of who will be buying your product, and we can then
create a semi-fictional representation, which will in turn aid in generating keywords and creating a strong content strategy.
A buyer persona can be developed by conducting research to generate an ideal target market for your brand.
Possible groups that your Travel brand could break your personas into could be:
• Conscientious about price
• Willing to spend more than the average person
• The person who cares more about comfort and luxury than price
• Your ideal younger audience
• Your ideal target for social media
These are just a few ideas of who might be interested in your Travel brand. We can then begin to segment these groups further by
age, income level, interests, etc.
Once we create buyer persona, we will have a clear idea of how to approach each group with specific, SEO optimized content they
will love.

38. Methodology for a Successful Search Campaign
KEEP TRACK OF
CUSTOMER DEMAND
SETUP CAMPAIGNS
WITH A CLEAR GOAL
WRITE FOR THE
TARGET CUSTOMER
ARE CLEAR WITH
KEYWORD AND
AUDIENCE
TARGETING AND ITS
BIDDING
CREATE A STRONG
SELLING PROPOSITION
ARE AWARE OF WHAT
COMPETITION IS UP
TO

39. SEM Approach
In this industry... Use inventory campaigns to create ads and keywords...
Flights For each route served. For example, create keywords such as "flights from jfk to lax".
Also can create geo-targeted campaigns for each origin point and include only the
destination in the keyword. For example create a campaign targeted to New York and
create keywords such as "flights to lax". You can also create ads that show the JFK -
LAX price.
Hotels For each hotel name, hotel brand, neighborhood, city, and airport.
Travel packages For each of the packages you offer. For example, create keywords such as "grand
cayman vacations".
Other ideas:
•Automatically pause keywords when packages expire.
•Create geo-targeted campaigns for each location your packages are offered from.
•Add prices and amenities to the ad copy.

40. Recommended Campaign Type on Google SERP
Create highly targeted campaigns with dynamic
data for mid and low-funnel audience in the
consideration phase
• Dynamic Flight Ad Campaigns for
www.crystaltravel.com and
www.crystaltravel.co.uk to tap on user
searching for specific routes, geo-targeted
campaigns for each origin point and
include only the destination in the
keyword.
• Dynamic Hotel Price Ads for
www.morerooms.com to tap on users
searching for hotel name, hotel brand,
neighborhood, city, and airport.
Create standard search campaigns for top-of-
the-funnel audience in the awareness phase
• Standard Search Ad Campaigns for
www.crystaltravel.com,
www.crystaltravel.co.uk and
www.morerooms.com to tap on user
searching for non brand and generic
search terms e.g. cheap flights, airline
tickets, budget hotel booking

41. Social Media Strategy
• www.crystaltravel.com
• www.crystaltravel.co.uk
• www.morerooms.com

42. Marketing a Travel Brand on
Social
When marketing a Travel Brand, social media plays a
key role. But keep in mind that the most popular social
media platforms among Travel enthusiasts are
Instagram, Facebook, and YouTube.
These platforms have lots of engaging visual content.
That’s why images, stories, videos, and live streams
speak louder than words.
Using various videos on social media profiles is what
makes Booking.com any different from other travel
companies. According to Animoto, videos are a
customers’ favorite type of branded content and 46% of
customers watch more video ads on social media than
on TV. Thus, it’s no wonder that this content type helps
to engage and educate potential customers.
Source: Harvard Business School Research

43. Encourage User-Generated Content
User-generated content or UGC can further help
increase the WOM and work as brand advocates which
would eventually boost sales for a travel company.
Travel enthusiasts, especially Gen Z and millennials,
love to connect with brands and share their travel
experiences. All you have to do is ask!
This works particularly well for high-ticket purchases.
Potential customers get to see what they’ll be buying
through the lens of someone who’s already been. It
establishes credibility to your brand so you’re not the
only ones talking about you. Marriott Hotels
consistently uses user-generated content to promote its
various hotel locations. They give glimpses into what
it’s like to stay at a location. While some photos and
videos on your account will be staged, you can bring in
additional authenticity by reposting ones created by
their guests.

44. Leveraging Facebook Travel Ads
Facebook Travel Ads offer unique solutions that help
connect your business with the travelers you want to
reach. These solutions, customized for travel
advertisers, enable you to set up and present offers,
serve up ads with real-time availability and pricing to
people based on where and when they want to go, and
more.

45. Adopting Funnel Strategy on Social Media for Crystal
Travel and More Rooms
To reach consumers at all stages of their booking and travel journey, it is recommended that we create multiple
touch points by leveraging different campaign objectives and optimization goals.
Traveler Goal Tool Placement Objective Creative Optimization
Find trip
inspiration
Stories,
Video, Trip
consideration
Instagram Feed,
Instagram Stories,
Facebook Stories
Video Views,
Awareness,
Conversion
Vertical Video
<15s, Single
Image, Collection
Landing Page
Views, Reach, Ad
Recall Lift
Plan (whether
they have a
destination in
mind or not)
Trip consideration Automatic
placements
Website
conversion
Single image,
carousel,
collection
Offsite
Conversions*,
Landing Page
Views
Plan and book a
flight/room (with
a destination in
mind)
Hotel & Flight Ads
for Prospecting
Automatic
placements
Catalog Sales Carousel,
Collection
Return on Ad
Spend, Offsite
Conversions*
Book a
flight/room (from
your site visitors)
Hotel & Flight Ads
for Retargeting
Automatic
placements
Catalog Sales Carousel or
Collection
Return on Ad
Spend, Offsite
Conversions*
Book a
flight/room from
a sale /
promotion
Trip consideration Automatic
placements
Website
conversions
Carousel,
Collection, Vertical
Video <15s
Return on Ad
Spend, Offsite
Conversions*
ToFu - Top of the funnel
MoFu - Middle
of the funnel
LoFu -
Low
funnel

46. Facebook Ads Targeting Opportunities
Location
•Target people
based in
specific
locations such
as counties,
regions, cities
or countries
Demographics
•Narrow your
audience
based on
information
such as age,
gender and
languages
Interests
•Reach people
based on
interests such
as the apps
they use, ads
they click on
and accounts
they follow
Behavior
•Define your
audience by
activities they
do on and off
Instagram and
Facebook
Custom
Audiences
•Run ads to
customers you
already know
based on their
email
addresses or
phone
numbers
Lookalike
Audiences
•Find new
people who
are similar to
your existing
customers

47. Ad Placements on Facebook Platform
Feeds
Stories
In-streams
Search
In-Article Apps

48. Recommended Targeted Facebook Ads
Target Crystal Travel and More Rooms
Fans on Facebook & Instagram via Fan
Based Campaigns
Target to new audiences on Facebook
& Instagram Based on their interest and
behavior
Deploy Custom Audience campaigns
on Facebook & Instagram

49. Leveraging Unicorn Content on Facebook Network to Promote
Crytal Travel and More Rooms
Content marketing on Social Media, it’s like a 98/2 rule.
Only 2% of content performs well on social media and also
achieve high conversion rates.
Content Strategy - We can leverage Facebook
Analytics and performance, and deep dive into historical
statistics and spot overachieving content and repurpose
them as a Facebook ad to promote Crystal Travel and
More Rooms services. Make it into an infographic and a
video with promotions and offers. We can further test this
content in various formats to the key audiences to make it
work even harder.
Targeting Strategy – Target to the audience that’s most
likely to engage with the Unicorn Content by implementing
targeting filters based on audience’s specific interest and
behavior on Facebook & Instagram.

50. Potential Target Audience on
Facebook Network for Crystal
Travel and More Rooms
Alongside chart is an overview of potential
target audience available on Facebook
Network, ideal for ‘Leisure Travel’ product’s
promotion.
Tons of valuable information can be leveraged
to understand Facebook followers. We can
then use these data and get ultra-precise with
layered targeting (aka “Narrow Further”) to
learn how to target potential new followers and
customers and meet marketing goals for the
brand.

51. Placement Targeting Strategy
for Crystal Travel and More
Rooms
Analysis - Historical placement performance statistics
could be analyzed to identify top performing placements
on Facebook Network.
Strategy - Granular ad sets based on the desired ‘Crystal
Travel and More Rooms’ with segmented ‘Placement
Targeting Approach’ could be deployed for an optimized
campaign’s result.
For e.g. – Separate Feed ads on Facebook and
Instagram could be tested for the desired Crystal Travel
and More Rooms services. Similarly, separate Story Ad
campaigns of Facebook & Instagram could be deployed
to gauge campaigns performance and further
optimization strategies could be implemented.

52. YouTube Strategy

53. YouTube ads for Product Awareness with
high quality Engaging Video Content
With YouTube ads, reach potential customers and have
them take action when they watch or search for videos
on YouTube – and only pay when they show interest.

54. YouTube Ads Approach For
Crystal Travel and More Rooms
Leveraging Funnel-Specific YouTube Ad Strategy for
Crystal Travel and More Rooms.
• Top of The Funnel Strategies For New & Cold
Audiences
• Middle of the Funnel YouTube Strategies for
Warm Audiences
• Lower Funnel Strategies for Hot Audiences

55. Top of the Funnel Strategies
for New & Cold Audiences
Top of the funnel strategies are designed to introduce your brand to new, cold
audiences who aren’t familiar with you yet.
Recommended Ad Type -
• Using TrueView ads– Which play before relevant videos– could be a solid
strategy. These ads are great choices for top of the funnel for this reason:
You’re having content appear before videos your audience is interested in, and if
you’re able to keep people engaged, they watch and you leave an impression. If
they skip, they still might take away some brand awareness, and you don’t have
to pay.
• YouTube’s search and discover ads are also a great choice, because they
allow you to utilize both targeting-based strategies or keywords. You can use the
same in-market audiences for discover ads, and target strategic keywords for
each video ad for search ads.
Targeting -
For TrueView ads, I recommend using
• In-Market audiences
• Custom intent audiences

56. Middle of the Funnel
Strategies for Warm
Audiences
Middle-of-the-funnel, warmer audiences are typically in the research or
consideration parts of the buyer’s journey, and can include the following:
Recommended Ad Types -
• TrueView Ads are a good choice again here for longer content that’s designed to
appeal to pain points or emotional appeals, getting users closer to converting.
• Bumper ads— which are only six seconds long and non-skippable– can also
work well.
Targeting –
• Those who have visited Crystal Travel and More Rooms website but haven’t
converted
• People who have watched Crystal Travel and More Rooms brand videos
designed to attract top of the funnel audiences. This keeps them moving through
the funnel accordingly.
• Audiences who have expressed interest in Crystal Travel and More Rooms
brand and maybe even added products to their cart but didn’t convert

57. Lower Funnel Strategies for
Hot Audiences
Hot audiences are so valuable because they’re so close to converting.
Recommended Ad Types -
• TrueView for Action campaigns are similar to traditional TrueView
campaigns, but they also come with clickable CTAs below the video,
headline text overlays, and end screens to your ads.
• TrueView Shopping Campaigns can also be extremely effective here,
showing product feeds to a retargeted audience below the video’s
description.
Targeting –
• We can include users who have subscribed to Crystal Travel and More
Rooms YouTube channel
• Watched Crystal Travel and More Rooms videos from earlier stages of
the funnel, or even those who signed up for your email list.
• Those who recently viewed specific Crystal Travel and More Rooms
product pages or added products to their cart can be included in this
audience, too.

58. Display Ads Strategy

59. Leveraging Display Network to Create Brand Resonance
Recommended Display Advertising Network to attract new customers from publisher websites leveraging
display ad best practices
Google
AdSense
(Including
GDN)
Facebook
Audience
Network
Taboola

60. Advantages of Google Adsense
ADVANTAGES: SIZE, VERSATILITY, RECOGNITION
Google AdSense is one of the largest display ad networks in the
world. It has nearly 2 million advertisers and billions of customers.
It’s also incredibly effective at driving traffic to websites.

61. Advantages of Facebook Audience Network Ads
• ADVANTAGES: SIZE, VERSATILITY, RECOGNITION
• With more than 1 billion worldwide users and millions of advertisers, Facebook also has a formidable display
network known as the Audience Network.

62. Advantages of Taboola
ADVANTAGE: AFFILIATES
Taboola isn’t one of the most recognized names in the display advertising world — but its
base of giant clients is enough to pull in new advertisers every day.
Taboola serves ads to publications like The Motley Fool, The Atlantic, and even Netflix.
Netflix alone is enough to attract any advertiser, from beginners to established
corporations.

63. Retargeting Strategy
Decision making always takes a while; the travel industry is no exception. One of the ways to stimulate a purchase in
travel marketing is to use retargeting.
With this, we can reach consumers that have already visited Crystal Travel and More Rooms website and re-engage
them with personalized ads.
When creating a retargeting campaign on Google Display, YouTube, Facebook and Instagram, we can use:
• CRM contact lists;
• Website visitors or app users, captured with the Google Facebook pixel.
This will allow you to create custom audiences and target them with tailored ads, for instance, to increase abandoned
cart conversions.
We can have the below approach for remarketing -
DETERMINE WHICH
PAGES TO TARGET
SEGMENT REMARKETING
CAMPAIGNS BASED ON
USER ACTION ON THE
CRYSTAL TRAVEL AND
MOREROOMS WEBSITE
CAPITALIZING ON
SHOPPING CART AND
ABANDONED CARTS
OFFER COUPONS TO
REPEAT VISITORS OR
PRODUCT PAGE
VIEWERS
TESTING AND TWEAKING
THE ADS FOR IMPROVED
CONVERSION RATES.

64. Email Marketing Strategy

65. Email Marketing Approach
Email marketing is still one of the best tools to upsell to your current customers
and nurture leads.
Listing down the email marketing approach for Crystal Travel and More Rooms.
• Make use of customer’s data to segment and personalize emails
• Create Responsive, Well-Designed Emails that is Visually Appealing, Look Good on Mobile,
Easy to Understand and Capture the Reader’s Interest
• Send Promotional Sales Emails for All Subscribers
• Use authentic and useful content;
• A/b test email design/subject line/call to action for Email Marketing Campaigns
• Send an Abandoned Cart Email Series
• Send Notifications About Wishlist Items
• Optimizing emails for mobile
• Track results
We can use email marketing to announce giveaways and seasonal promotions or give personal
discounts on special dates. There are also educational emails and even step-by-step tutorials
on how use the product.

66. To sum it up
The first thing to think about when marketing Travel brand
like Crystal Travel is that your consumers are likely to
discover, evaluate, and purchase online to offline. That’s
why you should examine your consumers’ behaviors and
be present at the main touchpoints:
• Invest in social media marketing, as Facebook &
Instagram influencers and third-party reviews are the
main research sources for any Travel shopper.
• Make sure your website is mobile responsive and build an
app that doesn’t only mirror the website experience but
also brings something personalized and special.
• Don’t forget about digital marketing channels like paid
search and email marketing, as they will make your
efforts 100% effective.

67. THANK YOU!