A Domain with Keywords is Not Enough to Get You Bookings: Here’s How to Market a Travel and Tour Company
Launching a travel website with keywords like “safaris,” “tours,” or “expeditions” in your domain is a smart move. You’re thinking about how your target audience will search for your services on Google. That’s good.
But here’s the reality:
Just having the right keywords in your domain is not enough to get you bookings.
I recently had a client from East Africa ask me why his website wasn’t bringing in bookings, even though he’d launched a beautiful site with a domain like bestugandasafaris.com. I had to tell him what many travel business owners don’t want to hear:
“It’s more than just keywords. Your marketing journey doesn’t stop with launching a website.”
If you’re wondering how to market a travel and tour company to an international audience—whether in Uganda, Kenya, South Africa, the U.S., or beyond—this guide will give you the reality and the roadmap.
🚫 Why Keywords Alone Don’t Get You Clients
Yes, including relevant keywords in your domain can help slightly with SEO. A company called Bugembe Wasswa Limited with a domain like bwkenyawildlifetours.com makes it easier for Google to understand than something like bugembewassawa.com.
But here’s the catch:
- You’re not the only one using this strategy.
- Google doesn’t rank you based only on your domain.
- Without valuable content, quality backlinks, and real engagement—you won’t rank for those keywords.
Having the keyword “safari” or “tours” in your domain gives you a foundation, not results. It’s what you do after that really determines whether clients find you or not.
🌍 The Travel Industry Is Global—and Highly Competitive
Whether you offer gorilla trekking in Uganda, luxury safaris in Tanzania, or desert tours in Morocco, you’re competing not just with local operators, but with:
- Global aggregators (like Viator, GetYourGuide, and SafariBookings)
- International agencies with massive ad budgets
- Influencers and content creators already dominating niche travel searches
If your entire strategy is “I have a keyword domain, so I’ll get traffic,” you’ll likely be disappointed.
📈 How to Market a Travel and Tour Company (Globally)
Let’s talk about what actually works.
1. Create Searchable, Trustworthy Content
People don’t just search for “Kenya tours.” They search for:
- “Best time to see the Great Migration”
- “Is gorilla trekking worth it?”
- “Top 5-day safari itineraries for Uganda”
Creating helpful blog posts, YouTube videos, and itineraries targeting these long-tail keywords builds trust and authority over time. It’s how you get discovered organically, without paying for every click.
2. Expand Beyond Google: Use Multi-Platform Visibility
Today’s travelers use:
- Instagram and Pinterest to plan trips visually
- TikTok for travel inspiration and reviews
- YouTube for real stories and vlogs
- ChatGPT and AI tools for itinerary suggestions
If your content is only on your website, you’re missing out. Repurpose your content into reels, posts, and videos and spread them across platforms.
3. Build a Funnel, Not Just a Website
A website is not a marketing strategy—it’s a tool.
You need to:
- Capture leads with downloadable itineraries or trip checklists
- Use email automation to stay in touch with curious travelers
- Follow up on WhatsApp or Messenger with personalized responses
This turns browsers into bookings.
4. Show Proof, Not Just Promises
Travelers don’t just want your word—they want to see others who trusted you.
Use:
- Verified reviews on Google and TripAdvisor
- Instagram story highlights from past clients
- Video testimonials on your website or YouTube
Social proof builds confidence, especially for international travelers investing thousands of dollars in once-in-a-lifetime trips.
5. Leverage Partnerships and Referrals
Get creative with collaboration:
- Partner with local lodges, hotels, or regional tour companies
- Work with international travel agents or influencers
- Join affiliate networks or B2B platforms for tourism professionals
Referrals remain one of the most powerful and trusted marketing channels.
🔁 Final Thought: Think Beyond the Domain
Yes—having the right domain is important. It shows intention and helps with branding.
But if you’re serious about learning how to market a travel and tour company, you must think beyond the domain name and keyword strategy.
Real marketing happens after your website goes live.
It’s about content. Visibility. Trust. Storytelling. And creating an experience that connects emotionally with your ideal traveler.
🔜 Coming Up Next:
In the next article, I’ll break down real strategies used by my Five travel clients who got their first international bookings from the U.S., Germany, and Canada—without relying on SEO.
Stay tuned, or follow us for updates.
🔍 TAGS;
- how to market a travel and tour company
- travel agency marketing strategy
- how to get bookings for your safari business
- promote tour company online
- safari business SEO tips
- why isn’t my travel website getting bookings
