1. Be optimised for Facebook Open Graph Search: Facebook recently expanded its beta version of its Graph Search capability, which presents a massive opportunity for marketers in the travel space. If you have a local hotel, inn, restaurant, or tourism business, Graph Search can help you increase your exposure among new audiences. To ensure your page is properly optimised for Graph Search, make sure your location is spelt out clearly on your Facebook Page, succinctly describe the travel service you provide and include your location. Continuing to grow your fan base and asking satisfied customers to leave reviews on your fan page (which will play into your ranking) will also help increase your reach. 2. Turn the customer into your marketing asset: Travel customers are increasingly looking to social media as a credible source of information when making travel purchases and according to eMarketer.com it’s Facebook that’s leading the way. Marketers can take advantage of this consumer research trend by posting content meant to engage their fan base, and promoting these engagements through paid ads. For example, a global hotel chain posts pictures of their most alluring and captivating hotel locations and then invite fans to share their experiences at each destination. Marketers in the travel vertical should take advantage of Page Post ads and Sponsored Stories ad units to influence travel customers who are passively and actively using the channel for research purposes. Get the full story at Marketing magazine Read also "How U.S. travelers use social media"