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Search Marketing for Travel Brands in the UK

Some say life is about the journey, not the destination. If that’s true, then successful search marketing is about taking the consumer on a route that’s as seamless as possible, without any stressful detours or pit stops along the way. PPC is a space where opportunities abound for UK travel brands—especially when DAC’s specialists are your tour guides. We’re well-versed when it comes to navigating the unique quirks and challenges of the travel and hospitality verticals, which is why we develop, execute, and proactively monitor paid campaigns that are targeted, backed by leading-edge tools, and more granular than a Caribbean beach. We know how to drive your brand’s performance in paid search from the national right down to the hyper-local level.

Are you reaping the rewards of SEM?

Our healthy obsession with data is what helps give us an edge in paid search. We collect data, trends, and insights like seashells on the beach, using our findings to set appropriate bidding strategies, link up the right technologies to search, and enhance campaign automation. We’ve also helped steer the consumer journey for a number of travel brands, so we know that: 
  • Location is key, especially when consumers are searching for flights. This could include the user’s current physical location (departure city/airport) or his or her desired destination.
  • Holidays, on the other hand, tend to be more destination-focused, with consumers looking for a good package deal that has the highest perceived value for the lowest price point.
  • Precision is vital when it comes to keyword targeting—and that involves both the exact keywords and the correct order of those keywords. Think: “London to Paris” vs. “Paris to London”.
  • The deliberation stage can be quite long. With plenty of browsing and comparison-shopping happening, your brand should be visible at all stages of the consumer journey. Sales could occur at any moment and on any touch point, which is why remarking is invaluable here.
  • Flight and holiday searchers alike tend to be price sensitive. We have noticed that promotional sitelinks, like Boxing Day or Black Friday offers, tend to have a immense impact on results—and with PPC, you have the flexibility to reach the right audience at the right time with the right message.
  • PPC also provides you with the opportunity tailor your messaging to seize seasonal travel peaks, such as Spring Break. This includes promotional sitelinks and ad groups targeting seasonal terms (“Spring Break holiday deals”).
  • The travel industry is a competitive arena, but smart bidding strategies that that account for time of day can help control spend and garner big results. Consumers tend to do all of their research and booking at the same time: at lunchtime, in the evenings, and on weekends.


The mobile researcher: The average consumer researching a trip conducts 34 online searches, 87% of which occur on mobile1


SEM for the win: Independent hotels rank SEM as the most effective online method of increasing brand awareness and generating leads2


Data specialists need apply: 46% of travel marketers have difficulty allocating budgets across multiple ad campaigns and channels3


A top performer: Click-throughs on search ads are more than 3x higher than social and display ads4

1 Luth Research ZQ IntelligenceTM, "Cross Platform Digital Behavior Measurement", December 2014
2,3 PhocusWright, "The U.S. Hotel Advertising Marketplace Industry Sizing and Trends 2015", June 2014
4 Marin Software, "The Q4 2015 Performance Marketer's Benchmark Report", March 2016

To our paid search experts, the consumer journey is just as important as the destination.

Isn't it time you joined the local revolution?

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1


79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the type of agency that makes a conscious effort to learn something new every day. 

Look no further than DAC for an agency that combines search marketing experience and creativity to drive performance for your travel brand.

Since our original incarnation as a regional print directory advertiser 46 years ago, DAC has been hard at work developing into a full-service digital performance agency. With our focus on local, we’ve remained at the forefront of digital marketing innovation and become a leader in the industry. You can find our “Geeks with Personality” in offices all over Canada, the US, and Europe hard at work connecting brands with consumers.

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