Category Archives: Digital Marketing

Your website might be attracting plenty of visitors, but if they're leaving without booking, your user experience (UX) could be letting you down. The good news? Small improvements often have a surprisingly big impact on direct bookings. In this article, we'll share seven UX features that help turn more website visitors into paying guests.

We design tourism websites with a focus on user experience and converting visitors to book. In this article, we'll walk through the seven UX features that make the biggest difference for tourism operators looking to boost direct bookings and reduce reliance on OTA commissions.

Quick guide: 7 UX features that drive bookings

• Mobile-first responsive design: Captures the majority of travel traffic with fast, thumb-friendly...

We have officially welcomed our newest team member, Chip, an AI-generated T-Hawk with a smooth voice and endless enthusiasm for tourism and digital marketing. Well...technically he isn't that new. Chip was assembled somewhere in Silicon Valley and now calls a high-performance data centre home. It's warm, it's noisy, and apparently the Wi-Fi is excellent!

Chip is the voice behind Sound Advice for Tourism, our brand-new audio knowledge hub that brings its most popular tourism marketing resources to life for busy people who prefer listening over reading.

Each episode transforms one of our blogs or marketing guides into a short, conversational audio experience with actionable advice without the jargon.

"We wanted to make our content more accessible," says Renee Goodsell, our...

If you've been keeping half an eye on the marketing world lately, you've probably noticed a new alphabet soup floating around: AEO, GEO, and good old SEO.

For years, SEO was the only acronym tourism operators needed to know, now suddenly there are two more letters-based terms getting thrown into the mix, and understandably, a lot of our clients are asking us the same question: "Aren't these all just...the same thing?" 

Not quite. And with the way people are searching for (and booking) their next adventure changing fast, it's worth understanding the difference before your competitors get there first. 

Let's break it down. 

First, a Quick Refresher: What is SEO? 

Search Engine Optimisation (SEO) is the practice you already know and love (or possibly love to hate)....

For many tourism businesses, Google Ads can be one of the most effective ways to drive bookings. It puts your business in front of travellers actively searching for experiences, accommodation, attractions, and activities. But while Google Ads can deliver impressive results, it can also become a significant source of wasted marketing spend if campaigns aren't set up correctly.

We've audited hundreds of tourism campaigns over the years, and one thing remains consistent: most businesses are paying for clicks that never had a realistic chance of becoming a booking.

The good thing is that with a few strategic adjustments, it's possible to dramatically improve efficiency and help you get more bookings from the same budget. Let's look at 8 ways to avoid wastage.

1. Stop Paying...

The tech world is buzzing after Google I/O 2026, and for those of us in the tourism industry, things are about to get a lot more interesting. Google has officially moved from “AI as an assistant” to “AI as an agent,” and it’s another change to how travellers find and book your experiences.  

Here are the three big takeaways you need to know:

1. The Search Box is Becoming a “Do-it-all” Engine

Google has completely reimagined the search box which will become integrated with AI Overviews and AI mode. It’s no longer just about giving you links, it’s about getting things done.

With new “information agents,” users can now ask to “find, check, book, or buy” directly within the search experience. Google is essentially building an agentic layer that handles the heavy lifting,...

If your business isn't visible in AI search, then you're missing out on bookings

It sounds alarmist, but the reality is a growing number of travellers are now turning to AI tools to research and plan their trips - so if you aren't being recommended by AI platforms then you don't even get a look in for those bookings.

AI Search is no longer niche - it should form part of your overall SEO strategy. That's why we have put together an eBook all about AI Search - to help you understand what AI Search is, and how to give your business more chance of being visible to these platforms.

"In the US, 56% of travellers used AI for planning, booking or in-destination assistance for at least one trip in the past 12 months (March 2026), and it’s a fast growing trend - up from 43% in the...