SEO & Google Ads for Tourism & Hospitality
More Direct Bookings, Less Paid to the Middlemen
Travellers plan online, often months ahead. I help tourism operators, accommodation providers and hospitality businesses across Australia win more direct bookings with SEO, Google Ads and AI search, so you rely less on commission-heavy booking sites.
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How travellers plan
Get booked by Travellers Locals International Visitors Groups Families
Travel searches start broad (“things to do in the Kimberley”, “wineries near Margaret River”) and get more specific as people plan. Showing up early with useful content, then again when they’re ready to book, is how you win direct bookings instead of paying commission to an online travel agent.
I’ve worked with tour operators, cabins, wineries and wellness businesses, so I understand seasonality, booking engines and the pull of the big booking platforms.
Why tourism and hospitality need a booking-first approach
Every booking that comes through an OTA costs you commission. A strong website, good local SEO and well-run ads can shift more bookings to direct, and that goes straight to your bottom line.
- Competing with booking sites and OTAs
- Strong seasonal peaks and quiet periods
- Travellers planning months ahead
- Tracking bookings through booking engines
- Reaching interstate and international visitors
SEO & Google Ads Services for Tourism & Hospitality
Get found during trip planning, win the booking directly and track what’s bringing in revenue.
Rank for experiences, destinations and accommodation searches throughout the planning journey.
What’s included:
- Keyword research for experiences and destinations
- Tour, room and experience pages that rank
- Destination and things-to-do content
- Google Business Profile and review strategy
- Technical SEO and tourism schema markup
Reach travellers when they’re ready to book, and plan spend around your seasons.
What’s included:
- Search campaigns for tours, stays and experiences
- Brand campaigns to win back bookings from OTAs
- Seasonal budget planning
- Location targeting for interstate and international markets
- Booking engine conversion tracking
Microsoft Ads reach people searching on Bing, Edge and Copilot. The audience is smaller than Google’s, but clicks are usually cheaper and there’s less competition, so it’s often an easy win once Google Ads is working.
What’s included:
- Campaigns adapted from your Google Ads account
- Bids and budgets set on Microsoft’s own performance data
- Audience and location targeting tuned for Bing users
- The same conversion tracking as Google Ads
AI platforms like ChatGPT and Microsoft Copilot have started carrying ads, and it’s a fast-moving space. More travellers now ask AI tools for recommendations before they search anywhere else, so it’s worth knowing your options. I’ll tell you honestly when a test makes sense and when your budget is better spent elsewhere.
What’s included:
- Advice on which AI platforms suit your business
- Small, controlled test campaigns
- Ad copy written for conversational questions
- Clear reporting so you can decide whether to keep going
Travellers now ask AI tools to plan trips and suggest places to stay and things to do. I make sure your experiences, location and details are clear and consistent, so tools like ChatGPT and Google’s AI Overviews can include you in their recommendations.
What’s included:
- Clear, direct answers AI tools can quote
- FAQ content built around real customer questions
- Schema markup for your business, services and locations
- Consistent business details across directories and profiles
Tourism & Hospitality Businesses I Can Help
Boutique stay or established tour operator, the approach is the same: more direct bookings.
- Tour Operators – Day tours, multi-day tours and expeditions.
- Accommodation – Cabins, B&Bs, boutique hotels and holiday rentals.
- Wineries & Breweries – Cellar doors, tastings and venues.
- Restaurants & Cafes – Local dining and hospitality venues.
- Attractions & Experiences – Activities, attractions and events.
- Wellness & Retreats – Day spas, recovery centres and retreats.
Why Work With Me on Tourism Marketing?
You deal with me directly. No account managers, no juniors and no outsourcing. I’ve spent 15+ years in SEO and Google Ads, in agencies and as a freelancer, working with everyone from small local businesses to large organisations.
- Tourism experience – I’ve worked with tour operators, cabins, wineries and wellness businesses.
- No lock-in contracts – You stay because it’s working, not because you’re stuck.
- No working with competitors – I won’t take on a direct competitor in your market.
- Clear reporting – What I did, how it performed and what’s next. No vanity metrics.
- Honest advice – If something isn’t right for your business, I’ll tell you.
Tourism marketing should be measured in direct bookings and revenue.
Plenty of agencies will sell you a package. I’d rather look at your market first, tell you what’s realistic, then put your budget where it’ll make a difference. Sometimes that’s SEO, sometimes it’s Google Ads, and often it’s both.
No fluff. No guesswork. Just steady progress you can see in the numbers.
Get the Best Return for your Buck
Average Traffic and Leads Increase for Clients after 1 Year
Frequently Asked Questions
Rank and advertise for your own brand and key experiences, make booking on your website easy, and remind visitors why booking direct is better. Every booking moved off an OTA saves you commission.
Often, yes. OTAs regularly bid on accommodation and tour brand names. A low-cost brand campaign makes sure people searching for you can book directly.
Usually, yes. Most booking systems can be connected to GA4 and Google Ads so you can see which campaigns bring in bookings and revenue.
With content and campaigns targeted to the markets you want, adjusted for how and when those travellers plan. I can help prioritise markets based on your data.
It’s worth watching closely. Travellers already use AI tools to plan trips, and AI platforms are starting to carry ads. A small test can make sense once your website and Google Ads are converting well.
I enjoy working with small and medium businesses most, but I’ve worked with large organisations too, both as a freelancer and during my agency years. The approach scales to your budget.
Services start from $500 a month, depending on what you need. Ad spend is separate and paid directly to the ad platforms. Get in touch and I’ll put together a quote.
