Majestic Tours case study: travel marketingMore bookings, more brochure requests.
Majestic Tours' digital report shows growth at every stage of the holiday-buying journey — from people discovering the brand, to asking for a brochure, to booking online.
The results, at a glance.
Monthly digital report, 1 Jan 2024 – 1 Jan 2025, compared with 30 Dec 2022 – 31 Dec 2023. Advertising spend also rose 133%.
Who they are
About Majestic Tours.
Majestic Tours is an independent, family-run tour operator with more than 40 years' experience. It runs coach and self-drive holidays across the UK, Southern Ireland and continental Europe, as well as trips to Disneyland Paris, with a privilege club for late offers.
Sustainability is part of how it runs: the office is net zero, powered by solar panels and heat pumps, the company has owned its own forest since 2020 to offset carbon, and it holds a TripAdvisor GreenLeaders Silver award. In 2025 it was named Best UK Coach Operator in the Resorts and Retreats awards.
Summarised from their own website (opens in a new tab), October 2026.
The context
Holidays aren't an impulse buy.
Choosing a holiday often takes several visits and different kinds of enquiry. Some people are ready to book online straight away. Others want a brochure, and time to talk it over.
So a useful picture of performance can't stop at traffic. It has to follow people from first discovering Majestic Tours, through exploring the holidays, to asking for more information and, finally, booking.
Growth at every step.
Four cards, one journey. Each shows the reported change at that stage.
- 1. Discover+771%Meta ads reachPeople reached by Meta (Facebook and Instagram) ads.
- 2. Explore+31%Organic page viewsGA4 page views from unpaid search — people browsing holidays.
- 3. Ask+317%Brochure requestsPeople who wanted time and a brochure before deciding.
- 4. Book+211%Web bookingsBookings made on the website, as recorded in the report.
It wasn't just more traffic.
Sessions on the site rose 19%. The rate at which users converted rose 146%. In other words, bookings grew far faster than visits: more of the people who came to the site went on to book or ask for a brochure.
Percentage change vs the previous period, drawn to the same scale.
Where the growth came from
A bigger bet on paid social.
The biggest change in the mix was Meta advertising (Facebook and Instagram), scaled up from a much smaller starting point, while the Google Ads budget held broadly level. That's why we always show the spend next to the result.
SEO, Google Ads, Meta ads and email marketing, with monthly reporting across every channel in a single dashboard, so the whole journey could be read in one place.
| Total advertising spend Across all paid channels | +133% |
|---|---|
| Meta ads spend Scaled up from a much smaller starting point | +2,639% |
| Meta ads clicks | +810% |
| Meta ads conversions (tracked) | +1,170% |
| Google Ads spend Held broadly level | +1% |
Why it matters.
Bookings, brochure requests and organic page views together give this story more substance than a traffic headline. They cover both the people ready to book and the people still weighing up their options.
About these numbers: all figures come from the Majestic Tours monthly digital report, 1 Jan 2024 – 1 Jan 2025, compared with 30 Dec 2022 – 31 Dec 2023 — note the period boundaries aren't standard calendar years. Advertising spend rose 133% over the same comparison, so the results reflect the whole marketing mix and investment, not any single channel. Organic page views are the GA4 views measure from unpaid search. The report doesn't measure revenue, booking value or profit, so we don't claim them.
Looking to turn more interest into bookings?
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