← All work/ SEO & Performance
HalcyonTravel
- Industry
- Travel
- Discipline
- SEO & Performance Marketing
- Region
- Manchester, UK
- Year
- 2024
(The brief)
Boutique tour operator paying for every booking through OTAs.
Aggregators win on inventory and lose on judgement. We published the judgement: itinerary-level guides written by the guides themselves, structured so search engines could read the expertise and travellers could book straight off the page. Paid spend moved from generic destination terms to retargeting the readers those guides earned.
Concept — Destination authority — beat the aggregators on the itineraries they can't write.
(Scope of work)
- Content architecture & briefs
- Guide-authored editorial programme
- Technical SEO & schema
- Paid media restructure
- Booking-flow CRO
(Results & impact)
+187%
Direct bookings
-44%
Blended CAC
2
Seasons to profitability
Direct bookings +187%, blended CAC down 44% across two seasons.
(More SEO & Performance)
SEO & Performance Marketing ↗(Let's Talk)
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If this looks like the kind of problem you are sitting on, send us the messy version of the brief. We will tell you honestly whether we are the right studio for it.