Travel Digital Marketing Insights

We know that a conversion refers to an action you want a user to take — a booking, an enquiry, a phone call. But conversions in paid media come in different forms, and as PPC has evolved, so has the way we think about and measure them. This is especially true in travel, where the path from first click to completed booking can stretch across...

Pinterest often gets overlooked by travel advertisers focused on Google and Meta — but for certain travel businesses, particularly those with strong visual products and audiences who skew female or who are in early travel inspiration mode, Pinterest advertising deserves serious consideration. The platform’s search-discovery model and its association with future-planning make it a natural fit for travel brands. Here’s what tour operators and activity...

With over 2 billion monthly active users, Facebook is a powerful channel for travel brands looking to reach people across every stage of the holiday planning journey. A ‘funnel’ is used on Facebook to capture users at different stages — from early inspiration through to booking — and it’s something we use regularly for tour operators and activity providers who need to nurture longer consideration...

All data in this report is drawn from the UK Civil Aviation Authority’s published ATOL renewal datasets. The CAA historic combined authorisation report covers renewal cycles from 2009 to March 2025. Operator counts and authorised passenger numbers reflect the state of the register at each renewal point. Size band analysis uses authorised passenger numbers as filed with the CAA. The 2009 to 2012 datasets contain...

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 to invest your marketing budget. Here’s how to understand the...