Advertising for Hotels, Tour Operators and Travel Agencies
The season has a date. The advertising has no time to learn.
The aim is for the campaign to be out of the learning phase before the early-booking window opens. The mechanism that ensures this is called “Calendar before budget”.
Request a quoteWhat one missed window costs
The season does not repeat in a month. A missed window is waited for a year.
01
Learning eats the peak
Every new campaign has a period in which it collects data. If it coincides with the wave of bookings, full speed arrives when demand is already falling.
02
One budget for two different states
Searching for a specific destination and browsing for ideas are not the same thing. If the two are mixed, the cheaper clicks eat the budget while the bookings stay with the more expensive ones.
03
Cancellations are not visible in the account
When only enquiries are fed back into the account, optimisation moves towards the customer who books easily and cancels just as easily.
The mechanism
Calendar before budget
The plan is built backwards from the season's dates, not forwards from the size of the budget.
- The start is calculated backwards from the peakThe campaign goes out early enough to be stable when the wave arrives. The date is derived from last year's account data.
- Separation by customer stateSeparate for someone searching for a specific destination, separate for someone browsing. Different messages, different goals, separate budgets.
- The confirmed booking is fed back into the accountServer-side tracking and offline conversions feed in the confirmations and the value of the stay. The algorithm learns from overnight stays.
- Remarketing across the whole decision cycleBetween the first browse and the payment, weeks pass. During them, presence decides whom the person returns to.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I go through last season month by month. When the advertising started, when demand came, where the mismatch is.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Meta | It creates desire. This is where early booking is won, before the customer has started to compare prices. |
|---|---|
| It catches ready intent — a specific destination, specific dates. It is entered against measured search demand. | |
| Remarketing | It covers the weeks between browsing and payment. |
When I am not the right choice
- If the advertising has to start a week before the peak and deliver immediately. I can launch it. I cannot give it the time it needs.
- If enquiries are answered only the next day. In tourism the decision goes to whoever answered first.
- If the booking system cannot feed back the confirmed sales. Then optimisation stays at the level of the enquiry.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
