Attribution modelling is the practice of deciding how to credit different marketing touchpoints for driving a conversion. In travel, where the journey from first awareness to booking enquiry can span months and involve multiple channels — organic search, paid social, email, direct — choosing the wrong attribution model means making systematically wrong decisions about where...

We pulled Google Trends data for 14 major UK holiday destinations across January 2025 to March 2026. The results confirm some of what the trade press has been reporting and contradict other parts entirely.

Google Looker Studio (formerly Data Studio) is a free reporting tool that transforms raw analytics data into clear, shareable dashboards. For travel marketing teams managing multiple campaigns, channels, and client accounts, it solves a real problem: making sense of the data from Google Ads, Google Analytics, Search Console, and paid social in a single place....

Why brand voice matters more in travel than almost any other industry When a potential customer is deciding whether to book with your tour company, they’re not just evaluating your itineraries and prices. They’re asking a more fundamental question: do I trust these people with one of the most important trips of my life? That...

Google Ads has expanded its native toolset significantly over the past few years – and for tour operators managing complex, multi-destination campaigns with seasonal budget cycles, knowing which tools to use and when can save considerable time and improve account performance. Here are the Google Ads features we find most useful in travel accounts. Ad...

For years, travel marketers relied heavily on third-party data – audience segments built by Google, Facebook, and data brokers – to target potential customers. That era is ending. Third-party cookies are being phased out, privacy regulations are tightening globally, and platforms are restricting the data they share with advertisers. Tour operators who’ve been building their...

Google’s automation capabilities have never been more powerful. Smart Bidding adjusts bids in milliseconds, Performance Max deploys ads across every Google channel simultaneously, and AI-generated assets are increasingly sophisticated. Yet the tour operators achieving the best results from Google Ads aren’t the ones who’ve handed campaigns over to automation entirely – they’re the ones who...

Building a PPC strategy for a travel business isn’t the same as building one for an e-commerce shop or a SaaS product – and treating it like it is will cost you. Travel buyers research for weeks, sometimes months. They start with broad destination searches, move through itinerary comparisons and operator research, and often visit...

A Google Ads audit is a systematic review of your campaigns, account structure, bidding, targeting and tracking – designed to identify what’s working, what’s wasting budget, and what’s been missed. For tour operators, regular audits are especially valuable because the account complexity is high: seasonal campaigns, multiple destination or product categories, long booking windows, and...

For tour operators with limited budgets competing against major OTAs, negative keywords are one of the most powerful – and most underused – tools available in Google Ads. While positive keywords tell Google when to show your ads, negative keywords tell Google when not to. Getting this right means every pound of your budget is...