Performance marketing for travel brands who want more bookings
Turn search demand into profitable growth using paid media, data and AI built specifically for travel
Read the film’s script
Travel brands don’t need more clicks. They need more bookings. Paid search. SEO. Paid social. CRO. Search demand, drawn in and turned into bookings. Only travel. Advanced measurement, built on our own models.
Don’t take our word for it. Wightlink: revenue up 129% year on year, and cost per acquisition down 49.7% year on year. Olympic Holidays: generic PPC revenue up 112% year on year, and PPC revenue 18.9% above target. Wendy Wu Tours: revenue up 57%.
The Travel Marketing Awards: winner, Best Use of Search 2024, with Wendy Wu Tours. Silver, Best Use of Search 2024 and 2026, with Wightlink. Finalist, Best Use of Search 2025, with Olympic Holidays. Finalist, Best Agency 2024.
Summon. Performance marketing for travel brands who want more bookings. summon.co
Results We’re Proud Of
Real campaigns. Real travel brands. Real growth.
We focus on high intent traffic to improve cost per booking by an average of 20% in the first full quarter of management.
We Only Do Travel. And We’re Really Good At It.
We’ve spent over a decade doing one thing: helping brands sell more.
We now focus solely on travel. No other verticals, no distractions. Just tour operators, ferry companies and airlines.
That focus means we already know your booking cycles, your margin pressures, and how demand actually moves. Not what the trade press says it’s doing. We do our own analysis. We form our own views. That shapes how we run campaigns and how we advise clients when the conventional wisdom is wrong.
We use data, hands-on optimisation, and smart technology to drive the only metrics that matter: bookings and cost per acquisition.
Most agencies learn your industry on your budget. We already know it.
Great service – highly recommended
We could talk all day about what makes us different. But our clients say it better.
“A great partner to work with, Summon recently took over the management of our PPC accounts and we have seen tremendous improvement in performance. Honest, thorough, and efficient – all you could wish for from an agency partner.”
Head of Marketing, Wightlink Isle of Wight Ferries
Read the case study
“We partnered with Summon for a comprehensive audit of our Google Ads account, and the experience was very positive. Their team demonstrated exceptional professionalism, clear communication, and a genuine commitment to understanding our business goals. Their analysis uncovered hidden inefficiencies and strategic recommendations we hadn’t considered.”
Digital Marketing Manager, Context Travel
OTAs bidding on your brand name is a reality of travel PPC.
We’ll give you an honest view of where to fight and where to be strategic.
Digital Marketing FAQs
Tour operators ask us these a lot. Honest answers below.
How is PPC for travel different from other industries?
Travel has unique challenges that generic PPC strategies don’t account for. Booking windows are much longer - someone might search for weeks before committing. Demand is heavily seasonal, with huge swings between peak planning periods and quieter months. And you’re often competing directly with OTAs like Booking.com and TripAdvisor who have significantly larger budgets. We build campaign structures specifically designed around these dynamics, so your spend is working efficiently year-round.
How do you handle seasonality in travel PPC campaigns?
We plan campaigns around your specific booking patterns, not just calendar seasons. For a ski operator, the peak isn’t winter - it’s the autumn months when people are planning. For summer sun, January is critical. We build flexible budget strategies that ramp up during high-intent periods and scale back intelligently during quieter windows, rather than spreading spend evenly across the year.
What kind of travel businesses do you work with?
We work primarily with tour operators, airlines and ferry companies. Our clients range from specialist niche operators to larger brands managing multiple destinations and markets. We’re set up for travel businesses spending between £10k and £100k per month on paid search who want a specialist agency rather than a generalist.
How do you measure success for travel PPC campaigns?
We focus on the metrics that actually matter to your business - bookings, revenue, and cost per acquisition. Not vanity metrics like impressions or click-through rate. We also track the full customer journey, because in travel, someone might click your ad three times across two weeks before converting. Understanding that path is essential to making smart budget decisions.
What's your approach to Performance Max for travel?
Performance Max can be powerful for travel brands, but it needs careful setup. We configure asset groups around specific destinations and trip types, use travel-specific audience signals, and set conversion goals that reflect the actual booking journey. Without this, PMax tends to over-index on broad awareness placements rather than driving qualified enquiries and bookings.
Can you help us compete with OTAs on our own brand terms?
This is one of the most common frustrations we hear from tour operators. OTAs bidding on your brand name is a reality of travel PPC. We develop strategies to protect your branded traffic cost-effectively while focusing the majority of your budget on the non-brand terms where you can genuinely win new customers. We’ll give you an honest view of where to fight and where to be strategic.
How quickly will we see results?
Most new clients see a measurable improvement within the first three months - we focus on high intent traffic to improve cost per booking by an average of 20% in the first full quarter of management. The speed depends on the state of your current account. If there are obvious structural issues or wasted spend, improvements can be fast. Longer-term gains come from refining audience targeting, testing creative approaches, and optimising around your seasonal patterns.