Offbeat Trippers

An international travel lead generation case study covering Google Ads and Meta Ads work with Offbeat Trippers, a Delhi-based outbound tour operator selling packages across fifteen destinations.

Project Summary

Client Overview:

Offbeat Trippers is a New Delhi outbound travel operator running since 2018, selling curated international holiday packages across fifteen destinations — Turkey, Jordan, Japan, Singapore, Vietnam, Bali, Dubai, the Maldives, Europe, the Nordics, Egypt, South Africa, Seychelles, Australia and New Zealand. Packages run from three nights to fourteen, and the company holds a TripAdvisor Traveller’s Choice award with more than 5,000 customers served.

Avikosh Digital runs their paid acquisition across Google Ads and Meta Ads, with conversion tracking and landing pages built around one goal: qualified enquiries that convert into booked trips.

The Challenge

• Travel leads are cheap and mostly worthless: An international holiday is a high-ticket, long-consideration purchase. Campaigns optimised for form fills produce enormous volume from people who will never book, and a sales team that burns its day on unqualified calls.
• Fifteen destinations, fifteen different buyers: Someone searching for Bali is not the same buyer as someone planning a Nordic trip. Running them through one campaign averages the cost and hides which destinations actually sell.
• No way to separate a browser from a booker: Without trip dates, budget and traveller count captured up front, every enquiry looks identical in the inbox.

What We Did

• A campaign per destination: Each destination runs its own campaign, ad set and landing page, so spend follows the destinations producing real bookings rather than being averaged across the portfolio.
• Enquiry forms that qualify: Travel dates, group size and budget band are captured at the point of enquiry. The sales team knows before they dial whether they are speaking to a family booking Bali in December or someone browsing for next year.
• Google for intent, Meta for demand: Google Ads captures buyers already searching a destination by name. Meta builds demand and retargets people who viewed a package but did not enquire — the norm on a purchase this size.
• Conversion tracking rebuilt through GTM: Enquiry events wired properly through Google Tag Manager so optimisation runs on real enquiries, not page views.
• Seasonal budget shifting: Outbound travel is seasonal by destination. Budget moves ahead of demand rather than reacting to it.

The Results

• Qualified enquiries doubled within the first 90 days of restructuring the account.
• Google Ads cost cut by 40% while enquiry quality went up, not down.
• Higher booking conversion rate from the same enquiry volume, because the sales team was working better-qualified leads.
• Fifteen destinations marketed simultaneously, each with its own funnel, landing page and attribution.

Key Takeaways

• In travel, cheap leads are the expensive option: A low cost per lead that produces no bookings costs more than a higher one that fills the calendar. The metric that matters is cost per booked trip.
• Qualify at the form, not on the phone: Three extra fields at the point of enquiry save a sales team hours every week and change which campaigns deserve budget.
• Destination-level structure beats a blended account: With fifteen destinations at different price points and seasons, a portfolio-level cost per lead tells you nothing you can act on.

Outcomes

Red Hills Group

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