Travel information platform TripAdvisor has launched its TripAdvisor Connect solution on Facebook and Instagram. This off-platform media solution is guided by traveller and diner data, enabling advertisers to reach custom audiences beyond TripAdvisor’s website and app.

TripAdvisor Connect is designed to help advertisers leverage the power of the TripAdvisor brand on social media channels like Facebook and Instagram, to gain exposure to targeted and highly engaged audiences. The solution taps into TripAdvisor’s traveller data to drive the creation of custom-built audiences that can be reached off the company’s platform. TripAdvisor plans to further expand TripAdvisor Connect to other media channels in the near future.

“We continue to innovate new ways for advertisers to leverage TripAdvisor’s global data and trusted brand through new creative formats that deliver audience at scale – either on their own website or app, or to their TripAdvisor business listing,” said Christine Maguire, vice president, advertising revenue, at TripAdvisor. “Fuelled by deep consumer insights, we can help advertising partners reach, engage and activate new and large high-intent audiences beyond the TripAdvisor website and app.”

The TripAdvisor platform is used by 490m travellers each month. It’s home to more than 795m reviews of 8.4m accommodations, restaurants, experiences, airlines and cruises.