Zanobe

Travel isn't just generating clicks. It's outperforming most industries on Meta.

In 2025, the travel sector achieved a 2.76% Facebook CTR, ranking among the top three industries for engagement, behind only Shopping, Collectibles & Gifts, and Sports & Recreation.

The takeaway for hotels isn't that demand exists, but that travelers are actively engaging with the right content.

Strong offers, compelling visuals, and audience-first creative continue to earn attention in increasingly competitive feeds.

How does your property's CTR compare to the industry benchmark?

Travel CPMs on Meta average $10.74. The global benchmark is $19.81.

Travel is still one of the cheapest verticals to reach on Meta. When hotels say "paid social doesn't work for us," the issue is usually bad creative or broken targeting, not the economics. The auction is working in your favor.

If your CPMs are running above $15, the problem is almost always creative.