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...

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...

There are numerous places you can start when optimising your site or landing page for conversions. As a digital marketing agency, we would recommend starting with Google Analytics. Analytics is a web analytics tool offered by Google. It works by tracking and reporting website traffic. We use Analytics to access reports that provide performance analysis...

Landing page optimisation for a tour operator is a different challenge to landing page optimisation for an e-commerce business. In e-commerce, the goal is usually to reduce friction and minimise distraction on the path to purchase. In travel, the purchase is complex, high-value, and emotionally significant – which means a landing page that contains nothing...

Conversion rate optimisation for tour operators is fundamentally about removing the friction between a traveller’s interest in a trip and their decision to enquire or book. The challenges are specific: long-form product pages that need to justify a significant purchase, booking journeys that often involve a phone call rather than a direct online transaction, and...

We use customer journey mapping as one of the foundational tools in how we approach digital marketing for travel companies. Understanding why a potential traveller spends twenty minutes on a tour page before leaving without booking, or why they add a holiday to their basket and then disappear, isn’t guesswork — it’s something you can...

Engagement is one of those metrics that can feel abstract until you start connecting it to revenue. For tour operators, there’s a direct line between how well your website engages visitors and how many of them go on to enquire or book. A prospect doing serious research about a two-week tour to Peru will behave...

A CRO (conversion rate optimisation) strategy for a travel website is about systematically improving how many of your visitors go on to enquire or book — without necessarily increasing your traffic. For tour operators and activity providers, this matters enormously: acquisition costs are high, booking windows are long, and the difference between a site that...