Paid ads for Travel

Paid media for travel brands where the booking window is everything.

Rail, air, hotels, experiences. We run route-level creative with seasonality-aware pacing, and we attribute to revenue per booking — not click-through rate.

travel brands

$38M

managed spend / yr

−26%

median cost/booking

What's breaking in Travel

Travel's booking window rewards teams who plan around it.

Search and prospecting fight each other.

Your search team bids on brand terms that Meta already primed. Your prospecting team retargets users who already booked. Both campaigns report ROAS. Blended, you're paying twice.

Route-level creative doesn't exist.

You run one 'summer' ad instead of 14 route-specific ads. Montreal→Toronto and Toronto→Ottawa want different creative, different price, different destination copy. Your agency made one video.

Seasonality eats the budget at the wrong time.

August is not always the peak. For rail it's pre-Thanksgiving. For winter sun, it's January 3. Most agencies pace evenly across the quarter and miss the actual buying weeks.

Our Travel playbook

Our travel playbook.

Week 0

Booking-curve audit

Pull 3 years of booking data, overlay against past spend, find the 6-week windows where you historically under-invested relative to demand. This alone usually lifts efficiency 15%.

Weeks 1–2

Creative system

Modular route creative: origin, destination, price, travel window as variables. One template produces 30 variants. Ship them all, let the algorithm sort.

Weeks 3+

Channel portfolio

Meta + TikTok for demand generation, search for intent capture, YouTube for experience-led brand. Offer windows get pulsed — not always-on — to match the 60-day booking curve.

Ongoing

Incrementality

Quarterly geo hold-outs by route. Reconcile with booking revenue monthly. One blended cost-per-booking number that the CRO actually trusts.

Case studies

Brands we've moved numbers for.

Rail · $450k/mo

VIA Rail

16 months · Meta, programmatic, search

−28%

Cost/booking

+44%

Summer revenue

Route-level creative system across 12 corridors. Seasonal pacing rebuilt around historical booking curves. Summer 2025 revenue up 44% on slightly higher spend.

“They pace our spend to our booking curve, not Meta's.”

Director of Performance

Hospitality · $200k/mo

Boutique hotel group

8 months · Meta, TikTok, Google

+61%

Direct bookings

2.8×

ROAS

Pulled OTA dependence from 58% to 39% of bookings. Direct-booking creative with loyalty offer as hook. Revenue per available room up 12%.

Experiences · $120k/mo

Adventure experiences brand

6 months · Meta, YouTube

−19%

CAC

+51%

Booked experiences

UGC-heavy creative system for a lower-funnel travel brand. Peak-season CPA dropped 19% on double the spend.

Examples in the wild

Creative we've shipped for Travel brands.

Static, story and video units from accounts we've run. Each one tested against a kill rule, not a subjective review.

VIA Rail

Fun going. Strong staying.

VIA Rail

Go strong this summer

Travel FAQ

Questions Travel marketers ask.

Direct-booking brands. OTAs have different economics — we can refer you to specialists.

We work with your existing booking engine — Sabre, Amadeus, SynXis, Cloudbeds. Weekly booking-revenue reconciliation against media spend by campaign.

Yes. Portfolio-level pacing with route-level audiences. We dedupe retargeting + search brand so you're not paying twice for the same booking.

15–30% in the first 90 days, mostly from fixing seasonal pacing and killing search/social dedupe. Creative lift compounds after that.

Yes. In-house EN/FR and on-demand ES/PT/DE. We run VIA Rail fully bilingual with dedicated FR copywriters.

Ready when you are

Let's look at your booking curve.

Bring your last 2 years of booking data. We'll show you the weeks you under-invested and the creative system that matches demand to spend.

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