The customer decision
Explain dates, inclusions, availability and cancellation terms before asking for a booking.
Content and journey requirements
Separate inspiration, itinerary comparison and booking intent. Keep live inventory with the provider unless a verified feed is connected. Disclose external checkout.
Measurement that fits the sector
Measure confirmed bookings, cancellations and contribution. Search interest alone does not show whether demand can be fulfilled.
Your working brief
Describe the actual offer, customer segment and process after the first enquiry. Include verified claims, approved assets, service coverage and restrictions on customer data. Name the subject reviewer and the person responsible for acting on new demand.
A controlled launch
The channel mix should follow the brief. Before increasing budgets, review lead quality, duplicate events, response ownership and fulfilment. Keep campaign tasks and approvals linked to the original objective, and document the evidence behind each change.