{"id":19043,"date":"2026-10-28T13:02:25","date_gmt":"2026-10-28T11:02:25","guid":{"rendered":"https:\/\/www.bto.travel\/stop-calling-them-audiences-how-ai-is-changing-meta-advertising-in-the-travel-industry\/"},"modified":"2026-10-29T23:56:09","modified_gmt":"2026-10-29T21:56:09","slug":"stop-calling-them-audiences-how-ai-is-changing-meta-advertising-in-the-travel-industry","status":"publish","type":"post","link":"https:\/\/www.bto.travel\/en\/stop-calling-them-audiences-how-ai-is-changing-meta-advertising-in-the-travel-industry\/","title":{"rendered":"Stop Calling Them &#8220;Audiences&#8221;: How AI Is Changing Meta Advertising in the Travel Industry"},"content":{"rendered":"<figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-veronica-civiero.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" \/><\/figure>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><em>Traveler segments are becoming increasingly fluid, and algorithms are changing the way we identify them. In this interview with<\/em> <strong><em>Veronica Civiero, CEO and co-founder of Delivera and former manager at Meta,<\/em><\/strong> <em>we explore the evolution of Meta Advertising in tourism: from targeting based on predefined segments to the use of behavioral signals, and the increasingly strategic role of creativity. This transformation is redefining the work of advertisers and presenting a new challenge: not only reaching those who already want to travel, but also helping to spark the desire to travel.<\/em><\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h4 class=\"wp-block-heading\"><strong>1. If traveler \u201ctribes\u201d are becoming increasingly fluid, does it still make sense to build Meta campaigns based on predefined audiences?<\/strong><\/h4>\n\n<p class=\"wp-block-paragraph\">Less and less, at least as a primary starting point.<\/p>\n\n<p class=\"wp-block-paragraph\">For years, we&#8217;ve tried to break down the complexity of people into segments: age, interests, behaviors, lookalikes. But the same person might be looking for a cultural weekend getaway, a vacation with the kids, and\u2014just a few months later\u2014a completely different trip.<\/p>\n\n<p class=\"wp-block-paragraph\">Today, Meta is much more effective at processing a volume of signals that we would be unable to organize manually. This doesn\u2019t mean the strategy goes away. It means the focus of our strategy shifts: less \u201cWho do I want to reach?\u201d and more \u201cWhat signals am I sending to the system?\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Goals, conversion metrics, creative content, and the quality of feedback take center stage.<\/p>\n\n<h4 class=\"wp-block-heading\"><strong>2. Is Meta now able to recognize a \u201ctribe\u201d even before we are able to define it?<\/strong><\/h4>\n\n<p class=\"wp-block-paragraph\">In a way, yes. But he probably would never call it a \u201ctribe.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">We need to name these categories: families, digital nomads, luxury travelers, and wellness enthusiasts. The algorithm doesn\u2019t. It can identify correlations between behaviors, content, and response probabilities before we\u2019re able to turn them into a clear segment.<\/p>\n\n<p class=\"wp-block-paragraph\">Here&#8217;s the difference: <strong>we create categories, while machine learning identifies patterns.<\/strong> And those patterns can change constantly.<\/p>\n\n<h4 class=\"wp-block-heading\"><strong>3. From Audiences to Signals: What Changes for Advertisers When the Algorithm Identifies Potentially Interested People?<\/strong><\/h4>\n\n<p class=\"wp-block-paragraph\">The advertising profession is changing a lot.<\/p>\n\n<p class=\"wp-block-paragraph\">Value no longer lies solely in the ability to build highly targeted audiences. It is becoming increasingly important to build a system of quality indicators: accurate objectives, reliable conversion data, diverse creative content, and continuous measurement and feedback.<\/p>\n\n<p class=\"wp-block-paragraph\">We used to tell the platform, \u201cI want to reach these people.\u201d Today, more and more often, we tell it, \u201cThis is the result I want to achieve; these are the signals that matter to me\u2014help me find the people most likely to respond.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Control doesn&#8217;t disappear. It shifts.<\/strong><\/p>\n\n<h4 class=\"wp-block-heading\"><strong>4. Interests, behaviors, creativity: What signals currently allow Meta to identify travel desires that have not yet become explicit intentions?<\/strong><\/h4>\n\n<p class=\"wp-block-paragraph\">In my opinion, this is the most interesting part for tourism.<\/p>\n\n<p class=\"wp-block-paragraph\">The intention to travel doesn\u2019t arise the moment a person searches for a flight. Before that, there are many subtle cues: content they spend more time viewing, videos they save, topics they engage with, creative content they respond to, and past behavior.<\/p>\n\n<p class=\"wp-block-paragraph\">And this is where creativity also becomes a targeting signal.<\/p>\n\n<p class=\"wp-block-paragraph\">If I describe the same resort through the lens of wellness, gastronomy, design, or family-friendly experiences, I\u2019m not just changing the message\u2014I\u2019m sending different signals to the system to reach different people.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why, today, <strong>creativity doesn&#8217;t come after media planning. It&#8217;s part of the distribution system.<\/strong><\/p>\n\n<h4 class=\"wp-block-heading\"><strong>5. If we no longer decide exactly who to reach, how does that change the work of those who develop Meta Advertising strategies for tourism?<\/strong><\/h4>\n\n<p class=\"wp-block-paragraph\">Paradoxically, it becomes more strategic.<\/p>\n\n<p class=\"wp-block-paragraph\">As the platform automates an ever-increasing portion of audience targeting, our job becomes figuring out what intent we want to generate, what signals allow the algorithm to recognize it, and what content can turn a passing interest into a desire.<\/p>\n\n<p class=\"wp-block-paragraph\">For years, digital marketing has primarily focused on capturing attention. I believe the next battle will increasingly be about intent.<\/p>\n\n<p class=\"wp-block-paragraph\">And that\u2019s the point I\u2019ll be making at BTO as well: AI is no longer limited to predicting what we\u2019ll choose. It\u2019s beginning to play a role in shaping our choices themselves.<\/p>\n\n<p class=\"wp-block-paragraph\">For the tourism industry, this means stopping to ask only, \u201cHow do I reach people who are already ready to travel?\u201d and starting to ask, <strong>\u201cHow do I become part of the system that helps spark that desire?\u201d<\/strong><\/p>\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><br\/><em>The interview was conducted by<\/em> <strong><em>Giulia Eremita<\/em><\/strong><em>for the \u201cDigital Strategy and Innovation\u201d track. Edited by Roberta Milano.<\/em><br\/>Join us at Stazione Leopolda for the panel<a href=\"https:\/\/www.bto.travel\/en\/programma\/beyond-targeting-2\/\">\u201cBeyond Targeting: The New Meta Advertising\u2014Signals, Creativity, and Tribes<\/a>\u201d: <strong>November 11, at 12:00 PM<\/strong> in Hall #2.<br\/><em>Choose<\/em> <a href=\"https:\/\/www.bto.travel\/en\/ticket\/\"><em>here<\/em><\/a><em>the BTO 2026 ticket that best suits your needs.<\/em><br\/><em>We look forward to seeing you in Florence for BTO \u2013 Be Travel Onlife.<\/em> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this interview with Veronica Civiero, CEO and co-founder of Delivera and former manager at Meta, we explore the evolution of Meta Advertising in the tourism industry.<\/p>\n","protected":false},"author":4,"featured_media":17982,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[450],"tags":[647,456,650,653,656,659],"class_list":["post-19043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bto2026","tag-aiadvertising","tag-bto-2026","tag-digital-marketing","tag-metaadvertising","tag-offbeattribe","tag-tourism-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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