Experienced, specialist SEO consultancy & strategy for travel brands.

Improving and developing the organic performance of travel brands, from booking platforms and destination tourism boards, to airlines and travel agents.

SEO in the travel industry presents unique challenges due to the variety of search intents. Travelers are typically either actively booking a holiday, accommodation, or trip online or researching destinations, places to stay, activities, and more.

In my career, I’ve worked with more than 75 travel companies, from specialist tour operators and agents such as Trafalgar, airlines like China Southern Airlines, comparison sites like Travel Supermarket, and many more.

A robust travel SEO strategy requires both on-site and off-site optimization. You need to be answering a number of basic question with your website, including:

What are users searching for?
How much research have they done already?
Is this their first touchpoint with your brand?
What experiences have they had with your competitors?
How certain are they of the experiences they’re researching?

Travel SEO & Marketing Expertise

I’ve had the privilege of sharing my expertise in SEO for the travel industry at a variety of prestigious events, both online and in person, including the Institute of Travel & Tourism conferences in Qatar and Halkidiki, the Hotel Marketing Association, and the Independent Hotel Show.

I regularly share valuable travel SEO and marketing insights on leading platforms such as Search Engine Journal, Search Engine Land, and TravelMarketingGuy.com.

Understanding the Customer Journey in Travel

The journey to booking a holiday is often a lengthy process involving multiple searches and significant time spent browsing various websites. Travelers typically explore a range of platforms as they research and consider their options before narrowing their focus on a specific destination or activity.

As a travel business, your goal is to remain visible throughout this journey. By leveraging SEO effectively, you can make a lasting impression during the research phase, increasing the likelihood that customers will return to your website when they’re ready to decide on their destination or trip type.

The Role of Travel SEO in the Customer Journey

A strong travel SEO strategy ensures your business is present at every stage of the customer’s journey:

Inspiration Phase
Your website should appear in search results when potential travelers are seeking inspiration and haven’t yet decided where to go.
Planning Phase
Ensure your site is visible when customers begin organizing their trip, searching for flights, accommodation, and itineraries.
Booking Phase
If your website has remained top-of-mind during the inspiration and planning stages, you increase the likelihood of attracting visitors when they’re ready to book.
Post-Travel Phase
Visibility doesn’t end after the trip. Engage travelers during the post-holiday phase, when they’re sharing experiences and leaving reviews. This helps build your reputation and attracts future customers during their own inspiration and research stages.

By being as visible and present as possible during the journey, you can establish a strong connection with travelers, guiding them from initial inspiration to booking.