Travel and tourism marketing scopes seasonal campaigns 8-12 weeks ahead of booking windows, with direct-booking SEO and content reducing dependence on travel-aggregator commissions the same way hotel marketing reduces OTA dependence. Measured against booked itineraries and direct-booking revenue.
Travel is planned months ahead, then booked in minutes
Travellers dream, research and compare for weeks or months, then book quickly when price and dates line up. Marketing has to be present across that whole period: inspiring content early, detailed itinerary pages while they compare, and a fast, trustworthy booking step at the end.
What we build
- Itinerary and destination pages with day-by-day detail, inclusions and real prices
- Seasonal content published 8 to 12 weeks before demand peaks
- Honest photography and video from real trips
- Reviews and traveller stories on your own site and on Google
- A booking or enquiry flow that works well on mobile
What the evidence says about conversion
Travel sites lose bookings to small delays. In the Deloitte and Google study, a 0.1 second mobile speed improvement lifted travel conversion by 10.1% and booking rates by 10% (Deloitte and Google, Milliseconds Make Millions). Booking.com runs around 25,000 tests a year to refine its pages (Harvard Business Review, 2020). Smaller operators cannot test at that scale, but they can fix speed, simplify forms and test offers.
AI is changing early research. Pew found people clicked a regular result in 8% of Google visits that showed an AI summary, against 15% without one (Pew Research Center, July 2025). Detailed, specific itinerary pages are more likely to be cited in those summaries than generic destination guides.
Direct bookings and trust
Aggregators take commission and own the customer relationship. Operators who build their own reputation through reviews, email and repeat guests reduce that dependence over time. BrightLocal found 40% of consumers are most likely to leave a review after an email request (BrightLocal Local Consumer Review Survey 2025), so a post-trip email is one of the most valuable things you can send.
How we measure it
Enquiries, bookings, booking value, the share of bookings made direct and repeat traveller rate. For hotels and stays, see hospitality marketing.