People rarely book a holiday the first time they see it. Travellers dream about a trip and compare it against three or four other operators. They’ll check the price again right before they pay, often weeks after the first search. We build creative for every one of those moments, not just the last one.
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Most travel ads are still designed like hotel bookings: one main ad, one offer and a simple 'book now' message. But planning a trip isn’t like making a dinner reservation. Someone who sees your ad today might not look again for weeks, they probably won’t decide until they’ve compared you with others in their feed. Ads that only focus on one moment miss the rest of the journey. Every time you’re not present between the first idea and the final booking, your competitor has a chance to step in.
Travellers usually interact with a destination or company at many different points over several weeks before they decide to book. We keep testing our ads to match seasonal offers and important moments in the customer journey. Work with an agency that understands what keeps people coming back.
Top-of-funnel storytelling should help you get on travellers’ shortlists weeks before they even start searching. Create destination and experience content for social and search that’s memorable enough to stick after just one view.
Mid-funnel creative matters when a traveller is comparing your ad with a competitor’s. Many travel brands skip this step, but it’s where you need clear differences, proof and a strong offer that stands up to direct comparison long after the first impression.
Have your creative and offers ready for the moment travellers are ready to book. Use urgency, flexible terms, social proof and easy booking so you don’t lose them after all your effort.
We use post-trip creative to turn one booking into another. Since travellers don’t usually rebook right away, send loyalty content and remarketing at the right time to start inspiring their next trip before a competitor does.
When travellers are ready to book, they often choose the trip that is easiest to find. Many travel companies spend most of their budget on inspiring people, making destination videos or catchy slogans, but stop contacting them once travellers start comparing prices and reading reviews. That is when bookings go to competitors who stay visible.
If you keep engaging travellers during the comparison and decision stages, not just at the start, you’ve got a better chance of getting the booking. At Vagabond, we keep it simple. We produce creative that grabs attention, then test it to make sure we keep that attention through to purchase.
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