In Google Analytics’ default channel grouping, Referral covers visitors arriving through non-advertising links on other sites or apps, such as a blog or news site. Search and social have separate channel definitions. An external link therefore should not automatically be described as Referral without checking the report’s classification. Source: Google Analytics: Default channel group

Look at the referring page

Review which sites send visitors and which holiday pages they reach. Where possible, inspect the actual referring link and its context. This helps you distinguish a relevant editorial mention from a link that brings an audience with a different need.

Connect visits with useful enquiries

Compare referral visits with enquiries and completed bookings using clearly defined measures. Check campaign labels before crediting a partner. That gives the discussion a firmer basis than visitor totals alone and helps you decide which relationships deserve further attention.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.