Travel Digital Marketing Blog

Travel has one of the longest consideration cycles of any consumer purchase. Someone searching “Safari holidays Tanzania” in January might not book until April, May, or later. In the weeks and months between that first search and a confirmed booking, they’re browsing dozens of operators, reading reviews, downloading itineraries, and comparing prices. A lead capture page is your chance to stay in that conversation —...

Managing Google Ads across multiple tour products, destinations and seasonal campaigns is genuinely complex — more so than most industries. You’re not just running one campaign; you’re often juggling separate campaigns for different departure types, market segments, and budget periods that shift dramatically between January’s peak enquiry season and quieter mid-year windows. Bid management tools help bring that complexity under control. Here are the three...

Find the content gaps that are costing your tour business organic bookings If your travel website has flatlined in search — same rankings, same organic traffic, same trickle of enquiries — the problem is rarely technical. More often, it’s a content problem. Specifically, there are keyword opportunities and traveller questions that your competitors are answering and you aren’t. A content gap analysis is how you...

Sitelinks are one of the most underused assets in a tour operator’s Google Ads account. They sit beneath your main ad and link directly to specific pages on your site — and when used properly, they can significantly increase both click-through rate and the quality of traffic landing on your pages. Used badly, they dilute your message and send potential customers to pages that don’t...

Click-through rate is one of those Google Ads metrics that feels straightforward but has real nuance in travel. A high CTR is a good sign — but in a sector where search intent shifts dramatically between someone dreaming about a destination and someone ready to book, optimising purely for CTR without considering what those clicks are worth can send your budget in the wrong direction....