When it comes to Facebook and Instagram advertising, both platforms are seen as most effective for targeting new audiences, with Facebook seen as slightly better for driving reach, brand awareness, and personalization. Due to its visual nature, Instagram is perceived as better for showcasing a property or travel experience.

On a global scale, both Facebook (30%) and Instagram (28%) are seen as most effective for targeting new audiences. However, only four percent state that both Facebook and Instagram are effective to engage with loyalty members.