How to Run Instagram Ads for Hospitality & Travel

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Oct 11, 2025

How to Run Instagram Ads for Hospitality & Travel

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Instagram is a powerful tool for hotels and travel businesses to attract bookings and build brand awareness. With over 2 billion active users, it offers precise targeting options, advanced analytics, and visually appealing ad formats to showcase destinations and experiences. Here's how to make the most of Instagram ads:

Set clear goals: Focus on direct bookings, seasonal offers, or brand awareness based on your business needs.
Target specific audiences: Use interest-based, geographic, and behavioral targeting to reach travelers likely to book.
Leverage visuals and guest content: High-quality images, videos, and user-generated content help inspire potential guests.
Optimize with AI tools: Platforms like Averi AI streamline audience research and improve campaign performance.
Track key metrics: Monitor cost per booking, ROAS (Return on Ad Spend), and conversion rates to measure success.

From setting up Meta Pixel for advanced tracking to creating dynamic ads with catalogs, Instagram offers tools to refine your marketing strategy and drive results. Focus on engaging visuals, precise targeting, and continuous optimization to maximize conversions and ROI.

How to run instagram ads for tour and travel | instagram ads for tour and travel

Set Your Goals and Find Your Audience

Before diving into Instagram ads, it’s crucial to define what success looks like for your campaign and pinpoint the audience you want to reach. Even the most eye-catching visuals can fall flat without clear objectives and precise targeting.

Choose Your Campaign Goals

Your campaign goals should align with your business priorities and revenue targets. For hotels and resorts, direct bookings are often a top priority since they help avoid third-party commission fees. If you’re promoting a specific package or seasonal offer, the focus might shift to filling rooms during slower periods or selling premium experiences.

If building awareness is the goal, website traffic campaigns can guide potential guests through your booking funnel. This is especially useful for new properties or destinations working to establish trust and recognition before asking for bookings. On the other hand, brand awareness campaigns are ideal for staying top-of-mind with travelers who aren’t ready to book yet but may in the future.

Your booking cycle also plays a role in setting goals. Luxury resorts, for example, often face longer decision-making timelines, making awareness and consideration campaigns a smart investment. Meanwhile, business hotels might prioritize conversion campaigns, as corporate travelers tend to book on shorter notice.

With your goals in place, the next step is to identify the traveler segments most likely to help you achieve them.

Target the Right Travelers

Different travelers have different priorities, and understanding these nuances can make or break your campaign. For instance:

Business travelers look for features like express check-in, business centers, and proximity to airports.
Families prioritize safety, kid-friendly amenities, and spacious accommodations.
Luxury seekers expect personalized service and exclusive experiences.

Geographic targeting is another key strategy. For weekend getaways, focus on local audiences, but for destination stays, target metropolitan areas. Using lookalike audiences based on your best customers can also help you reach similar travelers likely to book.

Behavioral targeting adds another layer of precision. You can target users based on recent actions, such as visiting travel websites, searching for flights to your destination, or engaging with competitor content. Additionally, life events targeting can be highly effective - for example, promoting honeymoon packages to newly engaged couples or offering deals for family reunions.

To refine these strategies even further, AI tools can be a game-changer.

Use AI Tools for Audience Research

Traditional audience research can be time-consuming and often involves a bit of guesswork. AI-powered tools, like Averi AI, streamline this process by analyzing data to create detailed traveler personas. Averi’s Synapse and AGM-2 models, for example, can analyze a variety of data points - such as competitor trends, seasonal patterns, and demographics - to identify and fine-tune your ideal audience segments.

Instead of spending hours digging through audience behavior, these tools can generate comprehensive profiles in minutes. AI is particularly useful in hospitality marketing because it can uncover micro-segments within broader traveler categories. For example, rather than targeting all business travelers, AI might identify tech executives who frequently attend conferences and prefer boutique hotels with co-working spaces. This level of detail can translate into better conversion rates and more efficient ad spending.

Averi’s adaptive reasoning tailors its analysis to the complexity of your campaign. Simpler campaigns get quick insights, while larger, multi-property campaigns benefit from deeper strategic analysis. Additionally, the platform connects you with vetted marketing specialists when you need expertise for local markets or niche travel segments.

AI doesn’t just stop at research - it continuously optimizes your audience targeting with real-time insights, helping you stay ahead in a competitive market.

Set Up Instagram Ads Manager

Building a strong technical foundation is essential for tracking ad performance effectively and ensuring your campaigns reach the right audience. Once you’ve identified your target market, focus on three key components that work together to monitor performance and deliver ads seamlessly.

Connect Instagram to Ads Manager

To run Instagram ads for your hotel or travel business, you’ll need to connect your Instagram account to Meta’s Ads Manager. This connection unlocks advanced features like campaign management and the ability to respond to comments directly from the ads interface [1–3].

What You’ll Need:

An Instagram Business Profile
A Facebook Business Manager account
A Facebook Page connected to your Business Manager (with admin access)

Steps to Set Up:

Switch to a Business Profile: Log into Instagram, click the menu icon, then navigate to Settings > Account > Switch to Professional Account, and select Business. Follow the prompts to connect your Facebook Page.
Create a Facebook Business Manager Account: Go to business.facebook.com and sign up using your business name and email. This account will centralize the management of your Facebook and Instagram ads.

Once connected, you’ll gain access to features like Instagram Insights for audience demographics and content performance, cross-promotion tools, flexible pricing options, and various ad formats such as carousel and video ads [1]. With your account ready, the next step is to install Meta Pixel for advanced tracking.

Install and Set Up Meta Pixel

The Meta Pixel is a tracking tool that monitors visitor behavior on your website, helping you understand how your Instagram ads influence actions like bookings or inquiries. For hotels and travel businesses, it’s a vital tool for optimizing campaigns to focus on outcomes that matter - like completed reservations.

The Pixel tracks key events across your booking funnel, such as viewing room availability, starting the booking process, or completing a reservation. To set it up, add a small tracking code to your website’s header. Many hotel booking platforms and content management systems make this process simple with built-in Meta Pixel integration.

To maximize its potential, configure custom events to track specific actions relevant to your business. For instance, you can monitor when users check room availability or finalize a booking. Over time, the Pixel collects valuable data, enabling you to run retargeting campaigns and create lookalike audiences based on your actual customers.

Once the Pixel is up and running, you can move on to creating catalogs to showcase your properties dynamically.

Create Catalogs for Your Properties

Catalogs let you promote your properties, room types, or travel packages with dynamic ads tailored to individual users. These ads display the most relevant options to potential guests based on their browsing behavior and interests [2].

How to Create a Catalog:

Build Your Database: Use Commerce Manager to list your offerings. Include essential details like property names, locations, starting prices, and high-quality images for each room or package [2].
Organize Your Inventory: Group your listings by location, brand, or property type. For instance, a hotel chain could create separate catalogs for business hotels and resort properties [2].
Automate Updates: Ensure your catalog stays current by scheduling automatic updates - hourly, daily, or weekly - to reflect real-time availability and pricing [2].

If you’re already using Google Hotel List Feed, you can sync it directly to create a Meta catalog [2].

Using Hotel Sets:
Group properties into sets based on criteria like price range, location, or brand. This organization helps you target specific audiences more effectively.

Finally, link your Meta Pixel to the catalog. This connection ensures that your dynamic ads show users the exact rooms or packages they’ve previously viewed, increasing the likelihood of conversions. Personalized retargeting like this can make a big difference in driving bookings.

Create Ads That Convert

Once your Instagram Ads Manager is set up and tracking is ready, it’s time to focus on creating ad content that turns casual viewers into paying guests. The key lies in combining captivating visuals with persuasive messaging to inspire travelers and encourage bookings. Here’s how to make your ads work harder for you.

Design Visual Content That Sells

Your visuals are the first thing viewers notice, so make them count. Use high-quality, attention-grabbing images and videos that tell a story.

Show experiences, not just spaces: Instead of an empty hotel room, feature a couple enjoying breakfast on a balcony with a scenic view or guests unwinding by the pool with cocktails. These lifestyle shots help potential guests imagine their own stay.
Leverage the power of video: Short, engaging videos often outperform static images on Instagram. Highlight your property’s standout features - a sunrise view from your restaurant, a spa treatment, or a quick tour of your most luxurious suite.
Tap into seasonal appeal: Create urgency by showcasing seasonal experiences. For winter packages, think cozy fireplaces and snow-covered landscapes. For summer resorts, highlight sunny skies and turquoise waters. These visuals align with travelers’ immediate desires.
Use carousel ads to tell a story: Start with a striking hero image, then guide viewers through different aspects of your property - rooms, amenities, local attractions, and dining options. This format lets you showcase everything without overwhelming your audience.

Pair these visuals with compelling copy to turn inspiration into action.

Write Ad Copy That Drives Bookings

Once you’ve captured attention with your visuals, your ad copy needs to seal the deal. Speak directly to travelers' emotions and create a sense of urgency.

Focus on experiences: Replace generic descriptions with vivid, experience-driven language. For example, instead of listing amenities, say, "Relax with a massage after exploring the city."
Create urgency with a reason to act: Use phrases like "Limited availability this weekend" or "Book by Friday for 20% off" to encourage immediate action. These are more effective than a generic "Book now."
Address common concerns: Build trust by mentioning flexible cancellation policies, safety measures, or pet-friendly options if applicable. This removes potential barriers to booking.
Use clear calls-to-action: Be specific. "Check availability" or "Reserve your oceanview suite" is more enticing than "Learn more" or "Book now."
Test different copy lengths: A/B test short, punchy messages against more detailed copy to see what resonates with your audience.

Use Guest Content and Reviews

Nothing builds trust like authentic guest experiences. Incorporate user-generated content and real reviews to make your ads more relatable and credible.

Highlight real guest moments: Encourage guests to tag your property and use a branded hashtag. Repurpose their best photos or videos in your ads to add authenticity.
Feature specific review quotes: Instead of saying "5-star hotel", use detailed feedback like, "The concierge helped us find the perfect restaurant for our anniversary dinner." These specifics make reviews more relatable and believable.
Show diverse experiences: Include content from families, couples, solo travelers, and business guests. This ensures that a wide range of potential guests can see themselves at your property.
Spotlight problem-solving moments: Use reviews that highlight exceptional service, like "The staff helped us reschedule our tours when it rained" or "They upgraded our room for our honeymoon." These examples showcase your attention to detail.
Incorporate video testimonials: Short clips of guests sharing their favorite moments - like saying, "We can’t wait to come back!" - can have a big impact on potential bookers.

Balance professional photos with guest-generated content to create ads that feel polished yet authentic. Professional visuals show off your property’s best features, while user content builds trust and social proof. Together, they create a powerful combination that drives conversions.

For those looking to simplify the ad creation process, tools like Averi can help generate tailored copy and select visuals that align with your brand’s voice and audience preferences. This makes it easier to create ads that resonate and deliver results.

Launch and Improve Your Campaigns

Once your ads are ready, the next step is to launch them and fine-tune your campaigns to drive bookings effectively. Achieving success requires thoughtful setup, regular monitoring, and strategic adjustments. Here’s how to get started.

Configure Campaign Settings

Getting your campaign settings right from the beginning is crucial to avoid wasting your budget. Tailor your configurations to match your specific goals in the hospitality industry.

Select the right campaign objective: Define what you want to achieve. For direct bookings, choose "Conversions" and set up your pixel to track completed reservations. If you're introducing a new property, "Reach" can help you connect with potential guests in your target area. For promoting seasonal deals or special packages, "Traffic" works well to direct visitors to landing pages where they can learn more and book.
Set a strategic budget: Start with daily budgets rather than lifetime budgets for greater flexibility. A good starting point is $50-100 per day for each ad set, which you can scale up based on performance. For seasonal campaigns, increase budgets two to three weeks before peak booking times to capture early planners.
Choose placements wisely: While Instagram Feed and Stories should be your main focus, don’t overlook Facebook placements. Many travelers use both platforms, and Facebook often delivers lower-cost conversions. Avoid the Audience Network for booking campaigns, as it rarely provides the quality needed for hospitality objectives.
Schedule ads for prime times: Travel bookings often happen in the evening (6-10 PM) and on weekends when people have more time to plan. Use Instagram’s ad scheduling feature to focus your budget during these high-conversion periods.

Once your settings are in place, shift your focus to monitoring the metrics that matter most.

Track Key Performance Metrics

To maximize your campaign’s potential, keep an eye on the right performance indicators. Hospitality campaigns require a clear understanding of booking-related metrics.

Cost per booking: This is a critical metric. Calculate it by dividing your total ad spend by the number of completed reservations. For hotels, a typical range is $25-75 per booking, though luxury properties may see higher costs due to larger booking values.
Return on ad spend (ROAS): Measure your campaign’s profitability by dividing booking revenue by ad spend. Aim for a ROAS of 4 to 8, meaning every $1 spent generates $4-8 in bookings. Always factor in profit margins to ensure your campaigns remain profitable.
Booking conversion rate: This metric tracks how effectively your ads turn clicks into reservations. Analyze the conversion rate from ad clicks to website visits and from visits to completed bookings. If clicks are high but conversions are low, the issue may lie with your website experience rather than the ads.
Engagement metrics: Metrics like saves, shares, and comments reflect the quality of your content and audience interest. High engagement often leads to better reach and lower costs, as Instagram’s algorithm prioritizes content that sparks meaningful interactions.

Use Instagram’s Ads Manager to create custom dashboards for these metrics and set up automated weekly reports. This way, you can quickly identify trends and make data-driven decisions.

Use AI for Campaign Optimization

AI tools can simplify optimization tasks, allowing you to focus on strategy and creative ideas.

Automated budget allocation: Tools like Instagram’s Campaign Budget Optimization (CBO) automatically distribute your budget across high-performing ad sets. This works best with daily budgets of at least $100.
Dynamic creative testing: Upload multiple headlines, images, and descriptions, and let Instagram test combinations to find what resonates most. This is especially useful for hospitality brands wanting to highlight seasonal offers or property features without creating countless individual ads.
Audience expansion: Use Lookalike Audiences to find new potential guests who resemble your best customers. Upload your customer email list or website visitor data, and Instagram will identify similar users likely to book.
Smart bidding strategies: Start with "Lowest Cost" bidding to gather data, then switch to "Cost Cap" once you’ve identified your target cost per booking. This ensures your campaigns stay efficient while hitting booking goals.

Advanced tools like Averi can further streamline your efforts. Averi’s AI analyzes performance patterns, suggests budget reallocations, and even generates new ad variations based on what’s working. This is particularly helpful for managing multiple properties or seasonal campaigns where manual optimizations can become overwhelming.

Set up automated rules in Ads Manager to pause underperforming ads, boost budgets for top performers, and send alerts if costs exceed your targets. These rules act as a safety net while AI handles the day-to-day adjustments, keeping your campaigns on track even when you’re not actively monitoring them.

Key Points for Instagram Ads Success

Thriving with Instagram ads takes more than just eye-catching imagery - it demands thoughtful planning, engaging content, and consistent fine-tuning. While the platform's visual appeal is ideal for showcasing destinations and properties, achieving results requires a combination of smart targeting, creative storytelling, and data-backed adjustments.

Set clear goals and target precisely. Leverage Instagram's robust targeting options to zero in on travelers based on their interests, online behavior, and demographics. For example, aim at users who recently interacted with travel-related content or engaged with competitors' pages to ensure you're reaching the right audience.

Use real visuals and guest-driven content to tell a story. Authenticity builds trust, and nothing does that better than user-generated content, guest testimonials, or behind-the-scenes glimpses. Instead of simply listing amenities, your ads should answer, "What will my stay feel like?" This emotional connection can inspire viewers to take action and book.

Track the metrics that matter. Focus on achieving a Return on Ad Spend (ROAS) of 4-8, meaning every $1 spent should generate $4-8 in bookings. Pay close attention to your booking conversion rates to identify where potential guests might abandon the process, allowing you to refine and improve.

Leverage AI tools for smarter campaign management. Instagram's Campaign Budget Optimization can automatically allocate your budget to top-performing ad sets, while dynamic creative testing helps identify the best-performing combinations of headlines, visuals, and descriptions without overwhelming you with manual work. Advanced platforms like Averi can analyze performance trends, recommend budget shifts, and even generate new ad variations tailored to your property's strengths, making your campaigns more efficient and impactful.

Schedule ads for when they’ll resonate most. Travel decisions often happen during evenings (6-10 PM) and weekends when people have more time to plan. Align your campaigns with these peak hours, and ramp up your budget two to three weeks before seasonal booking spikes to capture early planners.

Consistent testing and adjustments are key to staying ahead in the competitive world of Instagram advertising.

FAQs

How can I use AI tools to create successful Instagram ad campaigns for hospitality and travel?

AI tools can play a powerful role in boosting your Instagram ad campaigns by simplifying processes, refining targeting, and enhancing overall results. Tools like Averi AI can help pinpoint your ideal audience by analyzing factors such as travel habits, geographic location, and online behavior. This allows you to craft visually engaging ads that align perfectly with your audience's preferences.

Additionally, AI can assist with dynamic ad optimization by evaluating performance data in real-time and making adjustments to improve your return on investment. For instance, it can suggest the most effective visuals, captions, and hashtags to use. By integrating these tools into your strategy, you can make your ad creation process smoother, increase audience engagement, and ultimately drive more bookings for your travel or hospitality business.

What are the best practices for creating Instagram visuals that boost bookings in hospitality and travel?

To create Instagram visuals that encourage bookings, focus on crafting high-quality, visually appealing images that truly reflect the essence of your destination or service. Opt for vibrant colors, natural lighting, and genuine moments that stir emotions and spark wanderlust. Showcase standout features - whether it's luxurious amenities, unforgettable experiences, or anything that sets you apart.

Pair your visuals with captivating captions that tell a story or add meaningful context to the imagery. Use relevant hashtags to boost visibility and reach a broader audience. When creating ads, make sure your content resonates with your target demographic and includes a clear, actionable prompt like "Book Now" or "Learn More."

Don’t overlook the power of video content - short reels, behind-the-scenes snippets, or quick tours can grab attention and drive engagement more effectively than static images. Regularly evaluate how your visuals perform, tweaking and improving them based on insights to get the best return on your efforts.

How can I set and track campaign goals to maximize ad performance for my travel business?

To get the most out of your ads in the travel industry, start by identifying clear, measurable goals. Whether it’s increasing bookings, driving more traffic to your website, or boosting engagement, having a defined objective is key. Pair these goals with specific metrics like return on ad spend (ROAS), cost per acquisition (CPA), and conversion rates to effectively track progress.

Make use of analytics tools and dashboards to monitor these metrics regularly. Look for patterns and trends to see what’s working. Attribution models can help pinpoint which campaigns are delivering the best results. From there, fine-tune your ads by adjusting targeting, creative elements, and budgets based on the performance data you gather. This ongoing process ensures your campaigns stay on track and deliver the highest possible return on investment.