Travel is inherently seasonal. Whether it’s summer vacations, winter ski trips, or spring break getaways, people search for travel at predictable times. According to Facebook’s own insights, travel-related searches can increase by over 40% in the three months leading up to peak holiday periods. That means your ad campaigns should align with when your audience is already in planning mode.
The challenge is clear: if your ads aren’t showing up at the right time with the right message, your competitors will get the bookings.
Step 1: Timing Your Campaigns
Seasonal travel campaigns are all about timing. Data shows that more than 70% of travelers begin researching their trips at least three months before departure. This means you should launch your campaigns well ahead of the booking window.
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For summer trips: Start ads in late winter or early spring.
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For holiday travel: Begin campaigns in early fall.
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For spring break: Launch after New Year’s when students and families plan their trips.
Facebook’s scheduling and budgeting tools make it easier to adjust delivery times so you don’t overspend outside of the peak interest periods.
Step 2: Targeting the Right Audience
Facebook’s advanced targeting features allow you to narrow your focus to high-intent travelers. For seasonal campaigns, try:
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Geo-targeting: Reach people in specific departure regions or who have shown interest in destinations similar to yours.
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Behavioral targeting: Target users who recently engaged with travel content or used booking platforms.
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Custom audiences: Retarget website visitors who browsed your seasonal offers but didn’t book.
For example, a ski resort could target users within a five-hour drive radius who follow winter sports brands.
Step 3: Using Creative That Speaks to the Season
Your ad visuals and copy should reflect the specific season. Use images of sun-soaked beaches for summer, cozy cabins for winter, or vibrant festivals for spring. Highlight promotions tied to the season, like “Early Bird Discounts for Summer 2025.”
Carousel ads showcasing different packages or experiences often perform well for travel brands. Studies show carousel ads can drive up to 30% more clicks compared to single-image ads when promoting seasonal offers.
Step 4: Leveraging Retargeting for Last-Minute Bookings
Not everyone books early. In fact, 25–30% of travelers make last-minute bookings, often within just two weeks of departure. Retargeting campaigns can help capture these spontaneous travelers by reminding them of your offer when they’re ready to commit.
Dynamic ads can even show users the exact package or destination they viewed, reinforcing familiarity and urgency.
Step 5: Measuring and Optimizing Results
Seasonal campaigns should be measured against specific goals, such as bookings, inquiries, or clicks to your booking engine. Track cost per booking and compare performance across seasons to refine your strategy year over year.
Facebook’s reporting tools let you break down results by audience segment, placement, and ad creative — giving you insights into what’s working best for each season.
Conclusion
For travel marketers, success in seasonal bookings comes down to planning, targeting, creative, and optimization. Facebook Ads provide the flexibility to reach travelers when they’re dreaming, planning, and booking — if you know how to align your campaigns with seasonal demand.
