Category Archives: Digital Marketing

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...

There's a plot twist happening in the world of streaming, and it's one that every tourism marketer should be paying attention to.

For years, the story went like this: YouTube was where you discovered things, and Netflix was where you settled in to watch them properly. One was the scrappy free platform full of creators, the other was the premium, subscription-powered juggernaut. Two different worlds.

But that line? It's blurring fast.

Phil's Feeding a New Platform

Here's the moment that made the industry do a double-take. Somebody Feed Phil, the beloved food and travel series hosted by Phil Rosenthal (yes, the creator of Everybody Loves Raymond) has been one of Netflix's longest-running unscripted shows, clocking up eight seasons since 2018. It follows Rosenthal...

Let's face it, it's very common for marketers in tourism to always focus on marketing activity that creates new customers to fill their rooms, tours or schedules. If your marketing strategy is heavily focused on attracting new customers, you’re not alone.

But the reality is that treating past guests like “job done” is a missed opportunity because while new acquisition seems like the right focus, your past guests are often your easiest, most profitable growth channel.

Let's explore why and ways to get new bookings from previous customers.

Why This Myth Exists

There’s a natural bias toward new campaigns, new audiences, and new bookings. And with platforms like Google Ads and Meta Ads making it easier than ever to target fresh audiences, it can feel like growth equals...

On the surface, it sounds productive. Stay visible on Social Media, keep the algorithms happy, show you’re active. But the truth is, posting without purpose is one of the fastest ways to waste time (and bore your followers or lose them!) with very little return.

Let’s bust this myth properly by looking at key aspects:

• The problem with just posting
• Why intention beats frequency
• You don't need to be everywhere
• What purposeful posting looks like, and
• A better framework to use

The Problem with “Just Posting”

When content is created simply to tick a box, it usually falls into one of these categories:

• A random scenic photo with no context
• A generic “Happy Monday!” post
• A last-minute deal thrown together without strategy
• Reposting someone else’s...