For years, hotel operators have used the social platform as a source of online check-ins, reviews and customer service responses, but “the next step was taking it to advertising,” said Chris Georgas, digital marketing manager for Fairmont Hotels. After debuting its Dynamic Travel Ad (DTA) format last year, early testing has shown lots of value for the platform to seize, such as users sharing trip pictures and experiences with their Facebook networks, Georgas said. “We’d been trying to make their Dynamic Product Ads [a direct response-driven Facebook format geared toward retail sales] work for travel, but it’s great that they’ve built functionality specifically for travel brands because they do have a very strong place in the market as a source of trip inspiration.” Get the full story at AdExchange