Fill the calendar.
Senior-led paid media, technical SEO and AI search for tourism, travel and destination brands, built around seasonality, demand windows and real bookings.
Built for travel and tourism.
Tourism lives and dies by timing. Demand arrives in windows, the booking decision is emotional, then quickly rational, and a campaign that peaks a fortnight late has missed the season entirely. Most accounts spend evenly across a year that does not buy evenly.
The work here is built around the demand curve: budget weighted to the windows that convert, creative and landing experiences that sell the place, and measurement that follows a click through to a booking rather than a brochure download. Visibility is won across paid, organic and, increasingly, the AI answers travellers now plan with.
What a tourism engagement covers.
- Seasonal paid search and social planning
- Demand-window budget weighting
- Destination and experience SEO
- Booking and enquiry tracking
- AI search visibility for trip planning
- Server-side tracking and Consent Mode v2
- Multi-market and international targeting
One senior mind, audit to invoice.
One senior operator plans the year around when people actually book, not around an even monthly spend, and is in the account adjusting through each window rather than setting it and leaving.
Measurement is tied to bookings and qualified enquiries, so the budget follows the campaigns and seasons that genuinely fill the calendar. Technical SEO and AI search build the organic visibility that lowers paid dependence year on year.
Marketing for Celtic Routes, backed by a career leading visitor-economy media for names including The Roman Baths, Leeds Castle, The Mary Rose, Brighton i360 and Intrepid Travel.
The senior practitioner on every account is Nic Crane, founder of The Crane Consultancy.
How the sector reads to AI.
In the Crane Index scan of 1 November 2026, the Travel and Tourism benchmark scored the websites of 88 organisations for AI readability, how well AI systems can read them. The median score was 51 out of 100, and 7 scored 70 or more. Ponant led, at 74. Read the Travel and Tourism benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Travel and Tourism questions.
How do you handle our peak and off-peak seasons?
Budget and effort are weighted to the demand windows that actually convert, with the account actively managed through each peak rather than set evenly across a year that does not book evenly.
Can you target visitors from specific countries?
Yes. Campaigns and the underlying SEO, including hreflang and international structure, are built around your source markets so the right travellers see you at the point they are planning.
Do AI tools really matter for travel?
Increasingly, yes. Travellers now plan with AI Overviews and assistants, and AI search optimisation makes sure your destination or experience is part of the answer they are given, not absent from it.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your travel and tourism business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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