Tours · Activities · Attractions
Turning your website into your most profitable booking channel
We grow your direct bookings through SEO, GEO, Google Ads and a site that converts better every day.
How many bookings come through your website?
Drag this to your own number.
- 0–34%At risk
A new competitor could wipe you out in a few weeks.
- 35–49%Exposed
Your website is almost there, but you haven't invested enough in owning new channels.
- 50–64%Taste of freedom
You know how far this could go if you went all in.
- 65–100%Independent
Luxury: you decide who you work with, and your company grows without forcing it.
- Commission you pay
- 12–18%of your ticket revenue
Same ticket price on every channel, 20–30% commission.
Less dependency on Get Your Guide, Viator, Tiqets, Civitatis…
The OTAs bring you travellers who would never have found you, and the commission is a fair price for that. The risk is relying on them for most of your season. When a platform changes its ranking or its terms, your bookings change with it, and you have nowhere else to turn. Each booking you take on your own site makes that day cost less.
What we do
Show up where it matters. Convert on your site.
A direct booking starts with a search, on Google, on Maps or in an AI assistant, and ends on your website. These three services cover that path from one end to the other, and we judge all three on one number: the share of your bookings made on your own site.
Show up in Google and ChatGPT
Your own pages in front of travellers when they search on Google, on Maps, and in ChatGPT or Gemini.
What's included
- ✓A page for each tour or ticket, written around what travellers search for before they book
- ✓Your Business Profile on Google Maps, with the booking button going to your own site
- ✓AI SEO, also called GEO or AEO: what ChatGPT and Gemini answer when asked what to do in your city
- ✓A page in each market's language, written for that market's searches
- ✓Digital PR, links and mentions on the sites travellers read before a trip
- ✓Technical SEO, so nothing stops Google reading those pages
What it gets youTravellers looking for what you sell reach your site, in the language they search in.
Profitable Google Ads campaigns
Search campaigns for the people already looking for your tour, your city or your name.
What's included
- ✓A campaign on your own name, so a traveller who searches for you reaches your site first
- ✓Search campaigns for each tour, split by market and language
- ✓Landing pages matched to each campaign
- ✓Tracking that follows the booking through the widget and brings back its value
- ✓A fixed fee, with no percentage of your ad spend
What it gets youBookings you can trace back to a search term, at a cost per booking you can see.
Get more bookings with the right site
Your website, optimised to get more bookings.
What's included
- ✓Website builds and rebuilds
- ✓A booking flow that works on a phone, with no account to create
- ✓Booking engine set-up, such as Bókun, FareHarbor or Bookingkit
- ✓Copy and calls to action on the pages that sell
- ✓Pages that load quickly on mobile data
- ✓Tracking that counts bookings and revenue by channel
What it gets youMore of the people who reach your site finish the booking, and you can see where each one came from.
Ready to dominate your market?
Book a discovery call if you're ready to take control of your business. Less dependency will mean a stronger business, where scalability depends more on you than on what the OTAs' algorithms want.
Book your discovery callWe do not manage social media or OTA listings.
We are really good at getting you more traffic that converts. To get you more direct bookings, we focus heavily on the channels that we know best.
From the first call to a season you can plan
How we work
It starts with a free 20-minute call. If we can help, we suggest an audit, which tells you what needs doing and in what order. Then you choose: run the plan yourself, or have us do it.
You see the same numbers we do.Why a specialist
Built for the travel industry.
We only work with tours, activities and attractions, so you work with people who know your business from the inside: the booking engine, the OTA listings, the pricing, the quiet weeks of low season. You can skip the part where you explain how tours are sold.
Sector focusSEO and AdsSite and tracking fixesReporting
We've owned and operated real-life travel businesses and websites.Booking Science✓Tourism only✓Same two people✓Part of the work✓Real time, for owners
Generalist agency×Many sectors×Separate teams×Usually a separate quote×Standard dashboards
Freelancer×Depends on the person×Usually one channel×Usually out of scope×Varies
In-house hire×Learned on the job×Rarely both×Needs a developer×Varies
Want to talk it through first?
Book your discovery call→FAQs
We already sell through GetYourGuide and Viator. Should we stop?
No. Platforms reach travellers who have never heard of you, and that is worth paying for. The aim is for your own site to carry enough bookings that a change in a platform's ranking or terms no longer decides your season. The first bookings we go after are from travellers who already search for you by name and end up booking through a reseller.
Isn't selling direct expensive too?
Yes. Ads, photography, content and a site that converts all cost money. Over a season it comes to less than the 20 to 30% you pay a platform, and what you get for it is different: the customer's contact, the review on your own profile, and a channel whose rules you set. Your report shows cost per direct booking in real time, so you can put it next to what the platforms charge.
How long until we see results?
Google Ads can bring bookings in the first month, because it buys demand that already exists. SEO takes months rather than weeks to show in bookings. We run both, so the paid side carries the early months while the organic side builds.
How much does it cost?
The monthly work is quoted after the audit, as a fixed fee that depends on how many products, markets and languages are involved. Your ad budget goes directly from you to Google and is not part of the fee. We do not take a percentage of it, so the budget we recommend is the one the account can use.
What if our website is the problem?
The audit will say so, and say why. Fixing it is part of what we do: a slow theme or a booking flow that breaks on a phone gets repaired, and if the site needs replacing we rebuild it before you spend another month paying for traffic it cannot convert.
What is AI SEO?
Travellers now ask ChatGPT, Gemini or Google's AI Overviews to plan a day out before they visit a booking site. Those answers are built from sources the models trust. The work is making sure your business is described accurately in those sources, and it is part of the same visibility work as SEO. You may also see it called GEO or AEO.
Do you write in our markets' languages?
Yes, and each language is written for its own market. A page translated word for word from English misses the searches people actually make in that language. Which languages come first is decided in the audit, from where your bookings and your searches come from.
What happens if we stop working together?
The Ads account, Analytics property, Business Profile, content and pages all sit in accounts in your name. We remove our access and you carry on with everything.
A 20-minute call, free
Book your discovery call.
Fill in the form and we will get back to you within two working days.