Insights

Launching a travel website is a bit like owning a Ferrari—looks great, loads of potential, but it’s only valuable if you actually take it out for a spin. In today’s ultra-competitive travel market, having a slick website isn’t enough. You need to drive traffic, speak directly to your audience, and make the booking process irresistible. Here’s how to ensure your travel website doesn’t just sit pretty—it delivers results. 1. Drive Traffic: Don’t Let Your Website Gather Dust A beautiful website with no visitors is like a Ferrari left in the garage. To get your travel business moving, you need people—lots of them—visiting your site. Here are three actionable tips: Leverage Social Media Consistently Post regularly on platforms where your audience hangs out (Facebook, Instagram, LinkedIn) Use behind-the-scenes content, customer stories, and travel tips Invest a small budget in targeted ads to boost reach Optimise for Search Engines (SEO) Research and use keywords your ideal customers are searching for (e.g. “tailor-made holidays UK”) Write detailed, helpful blog posts answering common travel questions Make sure your site loads quickly and works on mobile Collaborate & Network Partner with travel bloggers, influencers, or local businesses for guest posts or shout-outs List your site on relevant directories and travel forums Attend industry events and promote your web presence 2. Make Your Website Relevant: Know Your Traveller Driving traffic is only half the battle. If your content doesn’t connect with your audience, they’ll bounce faster than a budget airline’s refund. Here’s how to keep them engaged: Create Traveller Personas Identify your main customer types (solo adventurers, families, luxury seekers) Tailor your homepage, imagery, and offers to their needs Use real customer feedback to refine your messaging Personalise Content Feature relevant deals and destinations based on seasonality or trending interests Use dynamic content (like “Top Destinations for Families in 2026”) Segment your email marketing to match traveller types Clear, Actionable Information Make it easy to find what matters: search, filters, FAQs, and contact details Use plain language—ditch the jargon Regularly update your content to reflect changes in travel trends or regulations 3. Pricing & Deposits: Be Clear, Be Competitive Travel is a big-ticket purchase, and customers shop around. If your pricing isn’t transparent—or if you don’t offer flexible payment options—you risk losing bookings. Here’s how to win trust and conversions: Show Prices Upfront Display total trip costs clearly, including any extras or fees Avoid hidden charges—customers hate nasty surprises Use comparison tables for different packages Offer Deposits & Flexible Payments Allow customers to secure bookings with a low deposit Clearly explain payment timelines and options Highlight flexibility—this can be the deciding factor for hesitant buyers Build Trust with Transparency Use customer testimonials and reviews Clearly state cancellation and refund policies Offer live chat or easy contact options for questions about pricing A tra vel website that drives traffic, connects with its audience, and makes booking simple is unstoppable. Treat your site like your best salesperson—give it the tools, clarity, and customer focus it needs to turn browsers into loyal bookers. Ready to take your travel business out of the garage and onto the open road? Let’s make it happen.

Why 30 years of travel experience matters more in 2026 Travel has always been a people business. But in 2026, it’s also a data business, a trust business, and a speed business. After 30 years in travel (and 20+ in travel technology), you start to see a pattern: the tools change fast, but the winners are the companies that stay relentlessly focused on what travellers and travel businesses actually need. At Travelgenix, we’ve supported 300+ active clients across 60+ countries (with 80% in the UK). That perspective gives you a front-row seat to what’s working right now — and what’s quietly breaking. The biggest shift in 2026: trust is the new conversion rate The last decade trained customers to compare prices. The next decade is training customers to compare confidence. In 2026, travellers are asking: Is this company real? Will someone help me if things go wrong? Are the terms clear? Can I change or cancel without a fight? For travel businesses, that means your website can’t just “look good”. It has to prove credibility at every step — with clear policies, genuine reviews, transparent pricing, and fast, human support. This is also why we still believe support is a product feature. When you’re selling travel, problems don’t arrive neatly between 9 and 5. Trend 1: AI is everywhere — but the winners use it to amplify humans AI isn’t new in 2026. What’s new is how quickly customers can spot lazy, generic AI output. The opportunity isn’t “use AI to replace marketing”. It’s: Use AI to speed up content creation without losing your voice Use AI to personalise messages by destination, season, audience segment, or budget Use AI to turn supplier content into customer-friendly copy Use AI to keep your social presence consistent even when you’re busy That’s why our AI focus is practical: helping travel businesses create better marketing faster — without needing a full-time content team. Trend 2: The booking journey is fragmenting — your site has to hold it together In 2026, customers might discover you on: TikTok or Instagram Google’s AI-driven search experiences Meta groups WhatsApp recommendations A niche blog or newsletter But they still need one place to land where everything makes sense. Your website has to do three jobs at once: Convert (make booking easy) Reassure (make trust obvious) Support (make help immediate) This is where “bookable” matters. If customers have to call you to finish the job, you’ll lose a percentage of them — even if they love you. Trend 3: B2B is having a quiet renaissance While consumer travel gets the headlines, B2B travel is getting sharper. More businesses want: Clear B2B vs B2C separation Better agent dashboards More booking control Cleaner workflows for quotes, deposits, and amendments We’ve seen this directly in feature requests — and it’s why B2B upgrades and supplier connectivity remain a core focus. Trend 4: “More suppliers” isn’t the differentiator — better merchandising is In 2026, access is table stakes. The differentiator is how well you present and sell what you have. Travel businesses need: Smarter filters and search Clearer inclusions/exclusions Better content around the product (not just the price) Upsells that feel helpful, not pushy Technology should make it easier to sell the right trip, not just any trip. Trend 5: Speed wins — but only if the experience stays simple Customers expect instant results. Travel businesses expect fast setup. We’ve learned that the best systems are the ones you can actually launch, train, and run without needing a technical team. That’s why our implementation is designed to get you live quickly (typically 4–6 weeks depending on complexity), with the essentials done properly: Live search and booking Responsive design Widgets and customisation B2B portals where needed The marketing foundations that help you get found and convert What hasn’t changed in 30 years (and never will) Here are the lessons that keep proving themselves: Trust beats cleverness. Clear beats complicated. Support is part of the product. Especially in travel. Technology should reduce workload, not add to it. Small businesses win when the tools are affordable and flexible. That last point is why our model is built around “more tools for less money”. We’ve watched too many good travel companies get priced out of the technology they need. The next 12–24 months: what we’re watching closely If you’re a travel business planning for 2026 and beyond, these are the signals worth paying attention to: AI-powered discovery changing how customers find travel brands A rising expectation for transparent policies and real-time support Increased demand for B2B functionality and control The growing importance of content quality (not just volume) The need to turn website traffic into bookings with fewer steps Closing thought: the future belongs to practical technology Travel doesn’t need more buzzwords. It needs tools that help real businesses sell travel online, stay credible, and grow. That’s what 30 years teaches you: the best technology is the kind you barely notice — because it simply makes everything easier. If you’re an independent travel business looking to compete with bigger brands, the goal isn’t to outspend them. It’s to out-execute them: faster, clearer, and more customer-focused. That’s the lane we’ve built Travelgenix for.

If you’re getting travel enquiries but not enough of them turn into bookings, the problem often isn’t your pricing or your product. It’s the gap between: A customer saying “We’re interested…” And you guiding them confidently to “Yes, let’s book.” The good news: you don’t need to become salesy. You just need a simple, consistent follow-up system that feels helpful, professional, and human. This playbook is designed for travel agents, small OTAs, and tour operators who want more bookings from the enquiries they already have. Why follow-up matters (more than you think) Most customers don’t ignore you because they’re not interested. They go quiet because: They’re comparing options (and you weren’t the easiest to progress) They got busy and forgot They’re unsure what happens next They’re nervous about trust, payment, or protection They need one detail clarified (dates, airports, budget, room types) Follow-up isn’t chasing. It’s removing uncertainty. The Follow-Up Rule #1: Speed wins If you can respond quickly, you instantly stand out. Even if you can’t provide the full quote straight away, send a “holding reply” within 60 minutes. Example (copy/paste): “Thanks Andy — got this. I’m just pulling the best options together now. Quick check: are your dates fixed, or do you have a bit of flexibility? I’ll be back to you by 4pm today.” That message does three things: Confirms you’re on it Asks one useful question Sets a clear expectation The Follow-Up Rule #2: Make the next step obvious A lot of follow-up fails because the customer doesn’t know what to do. Avoid vague endings like: “Let me know what you think.” “Any questions?” Instead, give a clear next step: “Which of these two options is closer — Option A (better hotel) or Option B (better price)?” “If you confirm your preferred departure airport, I’ll lock in the best availability.” “Want me to hold this for 24 hours while you check diaries?” You’re not pushing. You’re guiding. The Follow-Up Rule #3: Don’t send more info — send better info When someone goes quiet, the instinct is to send another long message with more details. Usually, that makes it harder to decide. Instead, send one of these: A simple comparison (A vs B) A short reassurance (what’s protected, what’s refundable) A single question that unlocks the decision Example: “Just to make this easy — is it the budget or the flight times that’s the main concern? If I know that, I can tweak the options properly.” A simple 4-touch follow-up sequence (over 7 days) Here’s a straightforward sequence you can use for most enquiries. Adjust the timings to match your business, but keep the structure. Touch 1 — Day 0 (same day): Acknowledge + clarify Goal: respond fast, ask one key question, set expectation. Template: “Thanks for your enquiry — I’m on it. Quick question so I can tailor this properly: are your dates fixed or flexible? I’ll come back with options by [time].” Touch 2 — Day 1: Options + a decision helper Goal: make it easy to choose. Template: “I’ve put together two strong options: Option A: best overall quality Option B: best value Which way are you leaning — higher quality or lower price? Once I know, I’ll refine it and confirm availability.” Touch 3 — Day 3: Reassurance + proof Goal: reduce risk and build trust. Include one or two of: Reviews/testimonial ATOL/ABTA protection (if applicable) What happens next (deposit, payment schedule, cancellation terms) Template: “Just checking in — happy to tweak this around your priorities. For peace of mind: we’ll confirm everything in writing, and you’ll have [ATOL/ABTA/other protection]. If you tell me your top 2 priorities (price, hotel, location, flight times), I’ll tighten the shortlist.” Touch 4 — Day 7: The polite close Goal: create a clean decision point. Template: “Should I keep working on this, or would you like me to close it off for now? If you want to revisit later, just reply with your dates and I’ll pick it straight back up.” This works because it’s respectful and gives them an easy out. What to do when they say “We’re just looking” This is normal. Don’t fight it. Reply with something that keeps the relationship warm and moves the conversation forward. Template: “No problem at all — most people compare a few options. To help me send only what’s relevant, what would make this a ‘yes’ for you: a specific budget, a particular hotel standard, or flight times?” The best follow-up question (steal this) If you only take one thing from this post, take this. When a customer goes quiet, ask: “Is it dates, budget, or departure airport that’s the sticking point?” It’s simple, non-pushy, and it gives you something to act on. Three key takeaways (quick and actionable) Respond within 60 minutes (even if it’s a holding message). Speed builds trust. Use a 4-touch sequence over 7 days so follow-up is consistent, not awkward. Ask one decision-unblocking question instead of sending more information.

Building A Marketing Habit

Do Less, Achieve More

Keeping Your Marketing Moving

If you’ve been relying on the old "Google it" mentality to drive traffic to your travel business, it might be time for a serious strategy rethink. For years, search engines were the undisputed kings of the travel planning jungle. A potential client would type "hotels in Mallorca" into a search bar, and the race was on. But the digital tides are turning, and they are turning fast. A fascinating new report has just dropped a bombshell on the industry: Online Travel Agencies (OTAs) have officially overtaken search engines as the primary starting point for travellers looking for hotels. Yes, you read that right. The giants like Booking.com and Expedia are no longer just booking engines; they are the new search engines. For SME travel companies in the UK, this is a wake-up call. It’s a signal that the modern traveller demands convenience, instant gratification, and a seamless "look-to-book" experience. If your website is essentially a digital brochure requiring a phone call to close the deal, you might be missing out on the biggest shift in consumer behaviour we’ve seen in a decade. In this post, we’re diving deep into the data, exploring why this shift is happening, and most importantly, looking at how independent agents can reclaim their slice of the pie with the right technology. The Great Shift: OTAs Take the Crown According to the latest Changing Traveller Report by SiteMinder, recently highlighted by Travolution, the landscape of hotel sourcing has flipped. The data reveals that 26% of travellers globally now begin their accommodation search directly on an OTA, up significantly from 18% last year. Meanwhile, those starting with a traditional search engine have plummeted from 36% to just 21%. This isn't just a global blip; the UK market is mirroring this trend perfectly. UK travellers are increasingly bypassing Google and heading straight to platforms where they know they can see availability, compare prices, and read reviews all in one place. Why the change? It comes down to User Experience (UX). OTAs have spent billions refining their interfaces to be addictive, easy to use, and incredibly efficient. They offer a "walled garden" of safety where a user can dream, plan, and book without ever opening a new tab. In contrast, a search engine often leads to a rabbit hole of disjointed websites, varying load times, and broken links. The "Billboard Effect" is Alive and Well Now, before you panic and think "I can't compete with Expedia," here is the silver lining. The report also highlights a crucial behaviour: the "Billboard Effect." SiteMinder found that 18% of travellers who start their search on an OTA actually end up booking directly with the provider. They use the OTA as a catalogue to filter their options, but then they go hunting for the direct brand website. Why? They’re looking for a better price, a direct relationship, or exclusive perks. This is your golden moment. If a potential client finds a hotel or package they like on a big site, but then searches for your agency or the specific property you represent, what do they find? If they land on a professional, bookable website that looks just as slick as the OTA, you have a high chance of winning that booking. But, if they land on a slow, outdated site that asks them to "Enquire Now" via a contact form, they will bounce right back to the OTA to complete the transaction. In 2025, friction is the enemy of revenue. Key Takeaways The Search Landscape Has Flipped: For the first time, more travellers start their hotel search on OTAs (26%) than on traditional search engines (21%). The "Billboard Effect" Opportunity: 18% of users browse on OTAs but switch to direct channels to book—provided there is a seamless, bookable website waiting for them. AI is the Next Frontier: While still emerging, AI usage for travel planning has quadrupled, with 80% of travellers now desiring AI-powered features like price alerts. The AI Revolution and Gen Z It’s not just about where people search; it’s about how they search. The report notes that AI usage as a first step in travel planning has risen to 4% globally, which might sound small, but it’s growing rapidly—especially among Gen Z and Millennials. These younger demographics are digital natives who expect technology to do the heavy lifting. They want dynamic pricing, personalised recommendations, and instant answers. If your business is running on spreadsheets and manual quotes, you are effectively speaking a different language to the next generation of travellers. UK travellers, in particular, are showing a healthy appetite for tech, with 60% intending to use AI at some point during their trip planning. They want technology that monitors prices, suggests itineraries, and simplifies the complex web of travel logistics. Why SME Agents Must Become "Tech-Enabled" The dominance of OTAs proves one thing: consumers value the technology of booking as much as the travel product itself. The convenience of a bookable website is no longer a "nice-to-have" luxury for big corporations; it is the baseline expectation for any credible travel business. For many SME travel agents, this feels like an impossible hurdle. Building a website that rivals the big players used to cost tens of thousands of pounds and require a team of developers. But this is where the narrative changes. You don't need a Silicon Valley budget to have Silicon Valley tech. How Travelgenix Levels the Playing Field At Travelgenix, we built our platform specifically to solve this problem. We believe that independent travel agents are the heart of the industry, and they shouldn't be priced out of the digital booking space. If the stats show that travellers want a "browse-and-book" experience, our Ignite plan delivers exactly that. It gives you a fully bookable website where your clients can search for hotels, flights, and transfers just like they would on an OTA. But unlike an OTA, it’s branded to you, keeping your expertise front and centre. Furthermore, with the rise of AI, our Luna AI booking assistant ensures you aren't left behind. Luna helps you generate AI-powered quick quotes and dynamic packages in seconds, not hours. This allows you to meet the speed and efficiency demands of modern travellers while adding the personal touch that big OTAs can never replicate. When you combine the personal service of an expert agent with the instant bookability of a Travelgenix website, you offer something the giants can't: the best of both worlds. Conclusion: Adapt to Win The shift from search engines to OTAs is not a death knell for independent agents; it is a roadmap for evolution. It tells us exactly what customers want: speed, clarity, and bookability. By adopting the right technology, you can capture the "billboard" traffic, serve the tech-savvy generation, and grow your business in this new digital era. Here are five actionable ways you can start today. 5 Actionable Tips for SME Travel Companies Get Bookable, Fast: If your website creates friction (e.g., "Call for Price"), you are losing the 26% of people who want instant gratification. Invest in a platform like Travelgenix that allows real-time booking for hotels and flights. Audit Your "Digital Shop Window": Google your own business. If a client switches from an OTA to check you out, does your site look trustworthy? Ensure your branding is sharp, your site loads fast, and your contact info is front and centre. Leverage "Niche" Expertise: OTAs are generalists; you are a specialist. Use your blog and landing pages to answer specific questions OTAs can't (e.g., "Best hotels in Cornwall for dogs with anxiety"). This captures long-tail search traffic that OTAs miss. Embrace AI Tools: Don't fear the robot. Use AI tools to speed up your itinerary building and social media writing. This frees up your time to focus on complex customer service—the one thing AI can't do better than you. Encourage Direct Relationships: When a client books, gather their data (compliantly). Use email marketing to keep them in your ecosystem so their next search starts in your inbox, not on an OTA or Google.

Converting Enquiries Into Confirmed Bookings

In the world of B2B travel, speed isn't just a competitive advantage - it’s the price of admission. If your agency still relies on three screens, a spreadsheet, and a prayer to assemble an international quote, you’re not just slow; you’re losing money to the clock. The modern traveller is moving at warp speed, and their searches prove it. The Travel Tornado: Why Speed is Your Most Valuable Currency If you’ve felt a chaotic rush for rapid turnarounds, you’re not imagining it. Data from the end of last year showed that searches for last-minute trips (those booked 0 to 13 days out) saw a significant surge, led by a whopping 20% rise in international searches. Think about that: your highest-value customers are increasingly deciding to fly to Tokyo, Vietnam, or Vienna right now, and they expect their agent to keep up. For agencies still battling outdated systems, this trend creates operational debt. Every minute an agent spends manually pulling pricing from fragmented supplier portals, checking real-time availability, and formatting a quote is a minute lost. That delay doesn’t just frustrate the client; it often means the deal vanishes entirely. Slow workflows and fragmented content are literally killing your productivity and leaving easy revenue on the table. The solution isn't to hire more agents; it’s to give your existing team a superpower. Meet Luna: Your AI-Powered Quoting Superpower At Travelgenix, we built a command centre designed to beat the clock. The era of manual quoting is officially over, replaced by instant, intelligent, and accurate automation. We introduce Luna, your AI-powered booking assistant, who brings with her the feature your team needs most: AI-Powered Quick Quotes. This is not a simple pricing tool. This is a system designed to transform a hot lead into a closed deal in a flash: Instant Assembly: Our platform unifies all your essential content - flights, hotels, transfers, and experiences, in one place. The AI taps into this network to instantly generate a sharp, professional, and branded quote. Personalised Presentation: Using the Quick Quote widget, your team can quickly craft personalised, content-rich quotes featuring hand-picked products and inspiring destination insights. This delivers an engaging, shareable document that screams "professional" . Close Faster, Win More: For B2B travel pros, the goal is always to close the deal. The speed and quality of the Travelgenix Quote Generator help agents win more business by being the first and best quote in the client’s inbox. Need to push an incredible time-sensitive package to your entire network of partners? Our Dynamic Offers feature lets you whip up and share special rates and packages instantly to boost bookings across your ecosystem. The Bottom Line: Convert Urgency into Profit In the rapidly accelerating world of international travel, you cannot afford to be the last agent to send the quote. Last-minute pressure is an opportunity, not a liability, if you have the technology to match the traveller’s speed. By implementing Travelgenix and leveraging Luna’s AI-Powered Quick Quotes, you stop wasting time on administrative tasks and start focusing on high-value client consultation. Ready to trade your fragmented systems for an all-in-one command centre that helps you sell smarter and book faster? Explore the Travelgenix Ignite Plan and start generating AI-Powered Quick Quotes today!

LinkedIn: The Smart Way To Reach Busy, Premium Clients

How Reviews Turn Browsers Into Bookers