Editor’s note: This commentary for Bus & Motorcoach News was written by Bridget Dongu, director of marketing and communications at the United Motorcoach Association.
ALEXANDRIA, VA – If your motorcoach business uses Facebook to promote trips and send customers to a booking page, a test by Meta could affect your marketing plans.
Meta, the parent company of Facebook and Instagram, is testing limits on how often some Facebook pages can share links to outside websites without a paid subscription. Affected pages may be limited to two unpaid posts or comments containing external links per month unless they purchase a subscription.
The restriction does not apply to every page. Still, operators who depend on Facebook to generate website traffic should watch for notifications explaining whether their pages are included.
For a company promoting several tours, seasonal packages or charter services, two links a month could leave little room to reach potential customers, requiring a more deliberate decision about which trip or service to feature.
The test began in 2025 and expanded as Meta introduced business subscription offerings in 2026. Meta has not announced a date for a platformwide rollout, and the rules could change as testing continues.
Doesn’t affect other posts
The limits concern external links. Operators can continue posting photos, videos, reels and text updates to keep customers informed and interested.
That distinction matters. A photo from a recent tour or a video introducing a driver can help maintain customer relationships. But directing someone to a website to request a charter quote or book a trip serves a different purpose.
Start by checking your page for notices about link restrictions. If a limit applies, consider which website links deserve priority and how other posts can support those promotions.
The broader lesson is to give customers several ways to find your business. Facebook can help attract attention, while your website and email list provide other ways to share trip details and booking information.
For motorcoach operators, the test is a reminder that a platform’s rules can change. A marketing plan that reaches customers through several channels gives your business more ways to keep those connections.
Bridget Dongu is director of marketing and communications at the United Motorcoach Association. This column originally appeared in Bus & Motorcoach NewsFlash.
