Strategies to Grow a Travel Brand to 100M Euros

How we helped a travel brand grow from 4% to 26% visibility, and turn that into bookings. This campaign was never just about rankings. It was about connecting the dots between visibility, engagement, and revenue. Here’s how we approached it: 1. Market segmentation We started by mapping out the brand’s key segments, from destinations and itinerary types to their target customer profiles. That insight helped us shape a tailored keyword strategy that reflected how their audience actually searched. 2. Competitive insight With segments in place, we analysed the competition. We looked at who was ranking, why, and where the gaps were, in keywords, content, and backlinks. That gave us a clear roadmap for building a sprint that closed those gaps and gained ground where it mattered. 3. Technical performance We ran a full technical audit and worked with their developers on a prioritised set of fixes. The aim wasn’t to tick boxes but to remove friction, speed things up, and give content the best possible chance to perform. 4. Conversion strategy Visibility is one thing, but if it doesn’t convert, it doesn’t move the needle. We carried out a CRO audit and collaborated with the design and development teams to improve enquiry conversions. We also supported their sales process to boost enquiry-to-booking conversion rates. The result? Visibility grew from 4% to 26% (tracked across 1,000 keywords), and month-on-month ROI followed, driven by a strategy that aligned search with actual business outcomes. This project reinforced something we see time and again: SEO works best when it’s integrated. Strategy, tech, content, conversion, all pulling in the same direction. Curious, what SEO tactics are working for you in the travel space right now? #TravelSEO #SearchMarketing #DigitalStrategy #TravelMarketing #SEOForTravel #CRO #SEOAgency

Key insights on how brands can scale beyond $100 million in sales, based on my experience as co CEO of LANVIN where I pushed the turn over from 37 M€ to above 100 M€ (it was 4 years ago, but still soundful) and the article "What Comes After a Brand Hits $100 Million in Sales?" from The Business of Fashion. Here are my 10 plus one : 1. Maintain Brand Differentiation: Focus on what makes the brand unique rather than just chasing lofty sales figures. Lanvin means Parisian chic and feminity... could not become a sportswear brand nor a couture 2. Leverage E-commerce Data for Retail Expansion : Use online customer data to identify high-demand areas for physical store locations, avoiding overexpansion and ensuring profitability. Here, one needs the shareholder support ! 3. Introduce Relevant Product Extensions: Launch new products that align with the brand’s DNA and customer needs. Successful expansions resonate with existing customers while attracting new ones. At Lanvin, while we were recruiting new customers with the Curb sneakers, while animating the iconic elegant men sneakers 4. Balance New and Legacy Products: Avoid homogenizing the brand as it scales. Introduce fresh styles or product categories that still reflect the brand’s core identity. Tailoring was never to be given up at Lanvin ! 5. Implement a Measured Brick-and-Mortar Strategy: Open stores strategically and cautiously. Test international markets through wholesale partnerships before investing in standalone stores. At Lanvin, we renovated the Paris flagship during Covid, while China team was exploring new retail options in Mainland (as Covid happened there later) 6. Focus on Regional Adaptation: Tailor products for different markets while retaining core brand aesthetics. Europe, China and US had different best sellers ! 7. Build Strong Customer Relationships : Cultivate a loyal customer base that ensures consistent sales. My retail teams at Lanvin did an amazing job reaching to their clients squiring tough times ! 8. Amplify Brand Awareness Without Dilution: Invest in marketing and brand-building while preserving the qualities that attracted early customers. At Lanvin, partnering with key wholesale as Gallery Department enabled us to expand without dilution 9. Price Sensitively and Strategically: Gradually raise prices if justified by demand, product improvements, or economic conditions, ensuring customers perceive the brand as valuable. The rule of the -merchandising- game ! 10. Diversify Channels and Products to Reduce Risks: Expanding into multiple sales channels and product lines helps protect the business from market fluctuations. At Lanvin, we balanced business between men, woman and kids, retail and wholesale, licenses, RTW and accessories. One : Communicate with your executive team, with your key people, with your boutiques and with your customers. "when business is tough, focus on the people" taught me one of my mentor...

The next billion-dollar brands won’t start with a product. They’ll start with content. They’ll build community, trust, and conversation before they ever build inventory. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. This is not a theory. This is the reality of modern business, and if you’re in hospitality, tourism, or any experience-driven industry, it should be your obsession. So let’s talk about what that actually means for your brand today: 1. Build in public: Stop waiting until something is perfect to share it. Show your process. Let your audience see the behind-the-scenes, the people, the small wins, and even the missteps. You’re not just selling a hotel room or a destination. You’re selling a story people want to be part of. 2. Become the media company: You’re not a resort. You’re not a cruise line. You’re not a tourism board. You are a media company that happens to sell those things. That means you need to post every day like your survival depends on it, because it does. One video can change your quarter. One story can land a new partner. One post can fill rooms. This isn’t theory. I’ve seen it happen. 3. Educate or entertain. Every piece of content must do one or both: No one cares about your room upgrades or the plated dinner shot unless there’s a human hook behind it. Share staff stories. Show local culture. Tell me why your destination matters right now. Give me a reason to stop scrolling. If you don’t interrupt the pattern, you’ll never earn the attention. 4. Engage like a person, not a brand: Reply to every comment. Start conversations in the DMs. Reshare user content and tag them. The future belongs to brands that act like people. If you show up like a billboard, it will bury you. 5. Leverage borrowed trust: Partner with people who already have the audience you want. Influencers, creators, advisors, guests who love your brand. If they trust them, and they recommend you, you win. But don’t micromanage the message. Collaborate, don’t control. 6. Stop measuring vanity, start tracking velocity: Likes are not currency. But how fast your story spreads, how fast people comment, save, and share, that’s your new KPI. Speed is signal. If your content is good, it’ll move. If it’s not, it dies fast. 7. Start now. Not next month. Not next quarter: There will always be a reason to wait. But every day you’re silent, someone else is taking the attention you’re too slow to claim. And once someone else owns the conversation, it’s hard to get it back. Because again, and I’ll repeat it… The next billion-dollar brands, they won’t start with products. They’ll start with content. Audience first, physical products second. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. So, are you building trust, or are you still just pushing product? The game has changed. And if you’re not adapting, you’re invisible.

last year I did an assignment for one of the largest online travel platforms. Based on that today I am sharing with you a road map that covers crucial business goals, social media strategies, captivating content ideas, and the metrics that matter. 🌟 Steering Towards Business Triumph 🌟 Every successful journey begins with clear business goals that guide your path. As an online travel platform, your aspirations should focus on three core objectives: a. Seamless User Experience: Prioritize enhancing the user journey across your platform. From easy booking processes to personalized recommendations, every touchpoint should delight your travelers. b. Expanding Partner Network: Forge robust partnerships with airlines, hotels, and travel service providers. This synergy not only amplifies your offerings but also widens your platform's reach. c. Revenue Growth: Strategize to boost your revenue streams – be it through value-added services, premium memberships, or targeted advertising opportunities. 2. 📱 Navigating the Social Media Sphere 📱 Social media is your compass for connecting with your audience. Tailor your approach with these social media goals: a. Brand Awareness: Craft an engaging narrative that showcases the unique experiences travelers can have through your platform. Share real stories, vivid imagery, and user-generated content to build an emotional connection. b. Customer Engagement: Foster meaningful interactions with your followers. Respond promptly to queries, run interactive polls, and host captivating contests that captivate your audience's attention. c. Influencer Partnerships: Collaborate with travel influencers to breathe life into your brand. Their authentic experiences can inspire others to embark on their own adventures through your platform. 3. ✍️ Crafting Compelling Content Ideas and Metrics ✍️ Content is the fuel that propels your growth engine. Fuel your strategy with these content ideas and the metrics that help you gauge success: a. Wanderlust-Inducing Blogs: Pen insightful blogs that provide travel tips, destination guides, and insider perspectives. Metrics: Track views, engagement, and backlinks to measure their impact. b. Mesmerizing Visuals: Share stunning visuals and videos capturing the essence of different travel destinations. Metrics: Monitor likes, shares, and comments to understand audience preferences. c. User Testimonials: Highlight authentic user stories that showcase memorable experiences facilitated by your platform. Metrics: Measure the increase in positive sentiment and engagement from user-generated content. Your journey starts now – embrace the potential of this blueprint and witness your online travel platform soar to breathtaking heights. 🌄✈️ #DigitalTravelTriumph #GrowthStrategyUnleashed #skyhightower #lbfalumni

Why Did These 5 Companies Succeed? Key Reasons and Strategies Behind the Success of the Top Travel Companies in 2024 1. Focus on User Experience Booking.com, Expedia, and Airbnb continuously optimized their user interfaces, ensuring faster booking processes and offering 24/7 customer support. They understood that in travel, every second counts. 2. Product and Service Diversification • Booking.com expanded its offerings to include villas and apartments beyond traditional hotels. • Expedia integrated flights, car rentals, and local tours into seamless travel packages. • Airbnb introduced Airbnb Experiences, connecting travelers with local hosts and activities. 3. Embracing Digital Innovation Companies like Trip.com Group and Amadeus heavily invested in AI, machine learning, and big data analytics to personalize services and anticipate travelers’ needs more effectively. 4. Global Expansion Strategy Trip.com Group expanded aggressively beyond Asia, acquiring international brands and growing its presence in Europe and North America. Similarly, Booking.com and Expedia focused on emerging markets like India and Latin America. 5. Commitment to Sustainability Airbnb and Booking.com launched major initiatives promoting eco-friendly accommodations and sustainable tourism practices, aligning their services with growing environmental concerns among travelers. 6. Strong Branding and Trust Building All five companies heavily invested in digital marketing, social media engagement, and corporate social responsibility (CSR) campaigns to strengthen their brand image and customer loyalty worldwide. A combination of continuous innovation, customer-centric strategies, market expansion, and sustainability commitment has been the true driving force behind the success of these travel giants. The future belongs to brands that are faster, greener, and smarter!

Small brands panic over daily performance. $100M brands plan 12 months ahead. If you wanna move like a 9-figure brand then use this 3-phrase forecasting system: → ANNUAL PLANNING: Set full-year revenue and MER targets. Example: $50M at 3.2 MER minimum. → MONTHLY FORECASTING: Break down every month by seasonality. June-July at 2.8 MER, Aug-Dec at 3.5+ to compensate. → WEEKLY ACTUALIZATION: Update forecasts with real data. Compare actual vs forecast. Adjust remaining months. This gives you scaling confidence during tough months. While competitors panic in June-July, you spend at lower ROAS because you planned for it. The forecast is gonna tell you one of two things: - Beating forecast? Let’s keep scaling spend as long as were within MER/CAC goal - Missing forecast? Look at menu of promotions to run, send more email/sms, add upsells, spin up new offers Every forecast has supporting projects to hit the numbers.