Facebook is jumping on the realisation for many travel brands that the omnipresent social network can be an important part of their marketing activity.
The company is this week relaunching the existing Dynamic Product Ads platform for marketers, so that travel brands can make their content more relevant to users of the site.
Whilst many have been sceptical about the effectiveness of Facebook as a challenger to Google Adwords, the pay-per-click programme used by most travel brands, some marketers are beginning to come round.
Last week, for example, TripAdvisor said it would be using Facebook and YouTube more in its marketing activity during 2016.
The new Dynamic Ads for travel will allow brands to target people that have expressed an interest in going to a specific destination and during specific dates.
Facebook says the new platform has been tested by a number of travel brands, such as Trivago and Marriott, with a gradual roll-out to other customers in the coming months.
The company says:
"For example, a travel business can connect with people who viewed a hotel on their website by showing them an ad featuring the hotel they viewed along with similar hotels in the area.
"Advertisers can now also help people complete their trips by showing relevant hotels to people who have purchased flights on their website or in their app.
"And to help advertisers offer people the best experience, the hotel options shown include dynamic availability and pricing, so people always see the most up-to-date information."
This week will also see the launch of the existing Dynamic Ads platform for Facebook's sister brand, image-sharing giant Instagram.
Whilst not apparently as powerful or relevant as the new Dynamic Ads on Facebook, brands can retarget users of their websites when they shift their activity over to Instagram.