The latest updates to Facebook advertising, including Facebook’s recent purchase of shopping search engine TheFind, render the social media channel an even stronger force in the mobile, search, and e-commerce spheres. While this is certainly big news for Facebook product search (and is likely getting some looks from Amazon and Google), recent changes will have an even bigger impact on targeting for destinations and attractions. Here’s how these new updates can help you build your ideal tourist profile on Facebook.

Behavior Targeting: This is an area where Facebook continues to grow. From reaching consumers based on their chosen device to determining when and where they are planning to travel in the near future, there are endless applications for drilling down your audience by behavior.

Travel History: When advertisers input a target location, there is now the option to reach Facebook users who live in the designated area, are currently visiting, or have recently left. The possibilities for this application abound, but consider this scenario: You manage an attraction like a zoo or amusement park that, while it’s open year round, has distinct on and off seasons. This geotargeting option enables you to reach locals during the off season with special promotions, and visiting out-of-towners during the busy months. It’s an added layer of targeting that simply cannot be ignored.

Travel App Usage: Travel intent has been a targeting option for a while, but now advertisers can reach users who have recently utilized a travel app, and thus more likely to research or book a trip. When layered with other targeting methods, this option can act as an effective trigger for users who may have abandoned their search (acting much like a retargeting campaign) or encourage further exploration into the given location.

Independently, these are three strong tools for reaching your audience. When layered together, they can help you build out your ideal tourist profile on Facebook and drive the right kinds of consumers to your gates, through your turnstiles, and hopefully, into your database.