In travel PPC, you’re not just competing against other tour operators – you’re competing against OTAs with ten-figure marketing budgets, aggregators who bid on every destination keyword, and sometimes the very airlines and hotels that make up your product. Understanding the competitive landscape your ads are operating in is essential for making smart decisions about...

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...

Budget management in travel PPC has a complication that most industries don’t face: demand is violently seasonal, but budgets often aren’t. A tour operator selling summer departures faces a predictable demand spike in January and February, when the majority of UK long-haul summer holidays are researched and booked. If your budget is spread evenly across...

Twitter (now X) sits in an unusual position for travel advertisers. It’s a platform where travel content is consumed and shared actively — destination photography, trip inspiration, travel news — but where paid advertising has historically delivered lower direct-response results than Google or Meta for most tour operators. Whether it’s worth the investment depends heavily...

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...

Paid search and paid social are often treated as separate budget lines — separate strategies, separate teams, separate reporting. In our experience working with travel companies, that separation costs performance. The two channels are at their most effective when they’re actively feeding each other, and for tour operators and activity providers navigating both OTA competition...

Learn how to set up your Facebook business page With nearly three billion monthly active users, Facebook remains a core platform for travel brands — both for paid advertising and for organic brand presence. For tour operators and activity providers, a well-optimised Facebook business page does two things: it gives your paid campaigns a credible...

First-party data — the information your business collects directly from customers and prospects — is rapidly becoming the most important asset in travel digital marketing. In our experience, tour operators who invest early in building clean, usable first-party data consistently outperform those relying on third-party signals alone, particularly as cookie deprecation continues to reshape how...

Personalisation in PPC isn’t about clever tricks — it’s about understanding who your prospective customers are and building campaigns that speak to them specifically. For tour operators and activity providers serving multiple traveller profiles — solo adventurers, families, couples, group bookers — a single generic campaign structure will underperform against one that’s built around meaningful...

The shift away from third-party cookies has been one of the most significant structural changes in digital advertising — and for travel brands that have relied heavily on cookie-based retargeting and audience targeting, the implications are real. While Google’s timeline has shifted, the direction of travel is clear: third-party cookies are going away, and the...