Travel and hospitality

Large booking sites dominate search. That will not change because a hotel group hired an agency. What can change is whether the operator can be quoted when a traveller asks an AI assistant which property, which island, or which operator actually fits.

Most brand sites in this sector are either a booking engine with no copy, or a brochure with no inventory. Measurement is split across the property system, the search account, and whatever AI demand nobody is counting.

Occam owns Columbus Travel Media and World Travel Guide, so this is not advice from outside the category. It is the same problem we operate, and the World Travel Guide case study shows how we run it.

We put quotable answers on the operator's own domain: who it is for, what the stay or the trip actually is, and how to book, in words already on the page. We do not try to beat the booking sites on generic destination searches. We try to win the recommendation for the operator's real offer.

Paid media is often part of the mix because the cycle is shorter than in legal or medical. Measurement has to span the property system, the brand site and the record of which AI tools read the site, or the partners will keep arguing from three different numbers.

Off-site work is aimed at the publications and lists travellers and AI assistants already use, not at a spray of travel features.

The work is not a promise to beat Booking.com on "hotels in Rome". It is not a redesign of the property management system.

Operators that want more traffic to a site that cannot state a price, a date, or a point of view will not like the brief, because the brief will say to fix that first. Groups that will not let us see the property-level numbers cannot be measured, and we will not pretend a brand-site dashboard is the whole picture.

The booking sites take the search results. You still need to win the recommendation.