From £300k in forward bookings to nearly £3 million in under two years.
I have never felt more confident with the advice & information being provided. My only regret is that I wish I met them several years earlier.
Where Undiscovered Destinations were stuck
When we first met Undiscovered Destinations, the travel sector was still working through its COVID hangover. Forward bookings, the metric that matters most for any tour operator because customers commit months in advance, were sitting at around £300,000. There were two people running the business, and the path back to where they had been was anything but obvious.
The website was a Squarespace template the team were maintaining themselves, and it was practically invisible to Google. The agency running their Google Ads wasn't matching ad copy to the keywords searchers were actually typing, so the budget was producing almost nothing. Two channels that should have been quietly building the pipeline were doing neither.
How we built the pipeline
We split the work into three phases, deliberately spaced out so the business never had to take one big hit on cash flow. Each phase paid for the next.
Phase one was an SEO cleanup of the existing Squarespace site. New page structures, fixed titles and meta, content rewrites on the destination pages where Google was clearly missing the brief. Organic rankings started moving within months, on the same site they already had.
Phase two was a complete rebuild of the Google Ads account, structured around the destinations with the strongest UK keyword volume. Each ad group matched to a single destination, with copy and landing pages aligned to what searchers were actually typing. That turned a wasted budget into a profitable one, fast.
Phase three came once the ads were returning a clear ROI. We reinvested those profits into a brand new, purpose-built website, designed around the destinations, the tour calendar, and the way travellers actually research a trip. The Squarespace template was retired.
What changed
Organic search has gone from under 500 unique visits a month to over 16,000. Most months the team now sees over a hundred new enquiries and brochure downloads from a mix of organic search and ads.
Forward booking revenue, the metric that matters most in travel, has climbed from around £300,000 to nearly £3 million. The team has grown from two people to five. Because the data now shows clearly which tours are pulling the most demand, Undiscovered Destinations have been able to add new departure dates with confidence, turning a stronger sales channel into a wider product offering.
Two years on, it's a different business.
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