When everyone's posting beach selfies and mountain vistas, how do you make your travel advertisement stand out? Whether you're a hotel chain, tour operator or small B and B, cutting through the noise takes more than pretty pictures. With that in mind, we've got you covered with the channels that actually work and tactics to convert lookers into bookers.
Top channels that actually convert
So, where are holidaymakers going to book their travel itineraries and the like? And when do you need to showcase your brand to win customers?
Search engine marketing
Search engines are where most travel planning begins. About 46% of travellers discover brands through search, compared to just 34% who go directly to brand websites.
Your keyword strategy needs to target what people actually type, not just your brand name. Someone dreaming of a getaway isn't searching "XYZ Resort"; they're typing "best beach resorts under £200" or "family-friendly hotels with waterparks."
Match your bidding strategy to the traveller's journey:
Early dreamers need destination inspiration
Active planners want specific options and comparisons
Ready-to-book travellers need that final push with urgency and offers
Social media that works
Each platform serves a different purpose, and using them the right way means playing to their strengths.
Instagram remains the visual powerhouse for travel. Carousel ads let you tell a visual story, while Stories offer behind-the-scenes glimpses that feel authentic. The platform's shopping features now allow for seamless booking directly from that drool-worthy beach photo.
Facebook's targeting capabilities are still hard to beat. You can zero in on people who've researched similar destinations, engaged with travel content or even have upcoming anniversaries (hello, romantic getaway ads!).
Pinterest is where many trips begin, often months before booking. Users are actively seeking inspiration, making them receptive to destination content that doesn't feel overly salesy.
TikTok has changed travel marketing with its emphasis on authentic experiences. Polished hotel room tours are often scrolled past, but a 15-second clip of a guest's genuine reaction to an amazing view stops thumbs mid-scroll.
Video that converts
The stats don't lie, and 91% of consumers want more video content from travel brands. But what works isn't just pretty scenery.
Effective travel videos show real people having real experiences. They convey emotions and tell stories viewers can imagine themselves in. Think less empty infinity pools and more couples laughing as they awkwardly attempt paddleboarding for the first time.
Virtual tours are now a go-to, especially for higher-priced options where the finer details really count. Customer testimonials offer the kind of trust that written reviews often struggle to match. And spotlighting genuine local experiences draws in travellers looking for something more meaningful.
Email that isn't instantly deleted
Email remains incredibly effective when done right. The key is personalisation beyond just inserting a customer's name.
Travel brands now use browsing data to send destination recommendations that actually match the interests of recipients. They create genuine urgency with limited-time offers relevant to previous searches. They enhance booked trips with pre-departure information and targeted experience add-ons.
Most importantly, they respect the inbox. Quality always beats quantity when it comes to email frequency.
Tactics that turn browsers into bookers
Whether you're making content hyper-personal or finding the right influencer partnership, here's how you can get more people booking with your brand.
Personalisation that feels natural
Using real-time behaviour and data to customise experiences can drive over 50% higher engagement rates. But this means going beyond basic retargeting.
Effective personalisation understands context. Someone repeatedly searching for all-inclusive family resorts shouldn't get the same messaging as someone researching romantic retreats. Landing pages should adapt based on location, interests and even weather in the visitor's area.
The goal isn’t to be intrusive (“We’ve been tracking everything you do!”) but genuinely helpful (“Since you’ve shown interest in wildlife experiences, you might love this safari package”).
Visuals that tell the truth
Today's travellers have been burned by too many Instagram vs reality moments. They're sceptical of overly polished images that don't represent real experiences.
Travel advertising relies heavily on visuals that showcase destinations and experiences. Effective visual content still needs to be beautiful but authentically so. Show real guests enjoying your offerings. Embrace diversity in your imagery. And consider incorporating user-generated content (with permission) to provide social proof.
That doesn't mean amateur photography; it's making sure your professional shots accurately represent what travellers will actually experience. The best compliment a guest can give? "It looked exactly like the photos!"
Retargeting that respects the journey
The path to booking typically involves dozens of sites and multiple research sessions. Smart retargeting acknowledges this journey rather than hammering the same message repeatedly.
Start by sharing inspirational content that builds an emotional connection. As interest grows, highlight experiences or products that match what they’ve been browsing. When they’re close to deciding, offer time-sensitive deals to nudge them along. And if they drop off, address the barrier directly — whether it’s price, uncertainty or timing.
Timing matters too. You should start retargeting soon after someone has visited the site, then decrease in frequency. Nothing will slow interest faster than a potential customer feeling stalked by the same ad for weeks.
Influencer partnerships that feel genuine
The secret to effective influencer marketing isn't a massive follower count. You want to find creators whose audiences align with your target market and who generate authentic engagement.
Influencer marketing can be particularly effective in the tourism industry, as travel guides and bloggers often have dedicated followers who trust their recommendations. Micro-influencers with 10K to 50K highly engaged followers often deliver better results for niche offerings than mega-influencers with millions of passive followers. Local experts who actually know your destination provide credibility that fly-in, fly-out influencers can’t.
Look beyond surface metrics to analyse comment quality, audience demographics and previous partnerships. The creator's values and aesthetic should naturally align with your brand. Forced collaborations are painfully obvious to audiences.
Tips for maximum impact
Standing out from a busy crowd is no easy feat, but there are a few things you can do to make the difference and get people honing in on your brand rather than the competition.
Communicate what makes you different
In a sea of sameness, your unique value proposition matters more than ever. Maybe it's exclusive access to experiences, exceptional service, sustainability leadership or hyper-local expertise.
Whatever differentiates you should be central to your messaging across all channels. Don't bury it as an afterthought – make it the star of your campaigns. Consistency is what will make your brand memorable when travellers are comparing similar options.
Address what today's travellers actually care about
Today's travel concerns have evolved. Flexibility remains crucial, so highlight free cancellation or rescheduling options. Sustainability matters to the majority of travellers, which means you should be specific about your practices rather than making vague "green" claims.
Authentic cultural experiences increasingly out value touristy activities. If your offering includes meaningful local interactions, showcase these connections. Similarly, wellness and disconnection opportunities appeal to travellers seeking respite from digital overwhelm.
Test, learn, adapt
The most successful travel marketers are relentlessly curious. When determining what works best, test different creative varieties. Try varied CTAs, visual styles and messaging to discover what resonates with your audience. Set clear KPIs for each campaign and not just clickthroughs but actual booking conversions, cost per acquisition and lifetime customer value.
The travel landscape shifts quickly. What worked last year might not today, and what's working for competitors might not transfer to your audience. Your own data is your most valuable marketing asset.
Beyond the booking
Travel is creating experiences people remember forever. The best travel advertisements don't just sell rooms or flights; they sell transformation. That promise should shine through your marketing while still driving practical conversions.
The best travel brands continue the relationship beyond booking. They build pre-trip excitement, provide in-destination support and maintain post-trip engagement that transforms one-time customers into loyal advocates and referral engines.
Advertising as a travel brand
Combining the right channels with authentic messaging and strategic targeting will help you create campaigns that connect with travellers on both emotional and practical levels. Do that, and you can turn advertising spend into bookings and bookings into lasting business growth.
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