According to Facebook, the key focus in coming months will be to woo travel industry with a series of events, research and targeting refinements. It is confident about the move and to turn one of its fastest growing advertising verticals to one of its biggest in 2014.

The social network's EMEA division has been making efforts for past few months to reorganize its sales teams to work in tandem with advertisers on a vertical, instead of the country-based level. Recruitments have been done for travel sales representatives in particular.

A meeting was organized by Facebook this week to present a study to its 40 top and prospective travel clients. Research agency Sparkler conducted the study.

It was claimed by the study that 52% of users said that they begin to dream about a holiday while using Facebook even when they did not have one booked. On the other hand, 95% of people prefer using Facebook for issues related to travel before finally going on vacation, said the study.

Andy Pang, Facebook UK measurement solutions group lead, said, " A lot of travel marketing is about using search as the main mechanism but that mainly falls at the buying and planning stages. This is about reminding them that Facebook is present throughout the five stages of travel".