--- title: "Travel agency SEO: tailor-made trips and quote requests" url: https://kevinpapot.fr/en/seo-agence-de-voyage author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Tourism and travel # SEO for travel agencies: enquiries for tailor-made trips, close to home. A flight or a hotel night is now booked on big websites in a few minutes. You won't catch up with them on those searches, and I won't suggest you try. Your place is elsewhere: the honeymoon, the multi-stop tour, the group trip, the cruise, the customer who wants to talk to someone before paying. I help you show up for those requests, in your town. For an agency of a few people, it starts with the Google Business Profile and a handful of pages. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. **15 years** in SEO **4 books** on SEO and GEO **200+ sites** tracked every day **1M / month** visits to my e-commerce site They trusted me with their visibility DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a travel agency? SEO for a travel agency is the work that makes you visible when someone looks for an agency near them or a trip they wouldn't put together alone. It relies on an up-to-date Google Business Profile, pages by type of trip and by destinations you know, and reviews from travellers. It's judged by the number of quote requests and appointments, not by website traffic. The problem ## Where travel agencies get stuck. Symptom 1 ### Booking websites own price searches For “cheap flight” or “hotel” followed by a destination, the whole screen belongs to them. They put in resources a local agency doesn't have. Trying to compete with them on those terms would be money down the drain. Symptom 2 ### Your website looks like your suppliers' catalogue Offers are imported automatically, with the same texts and photos as on other agency websites. Nothing shows what you bring: your knowledge of the destinations, your support before, during and after the trip. Symptom 3 ### Customers get advice from you, then book elsewhere They take your ideas in the appointment and buy online what they think is the same thing. SEO doesn't fix everything. Clear pages about your role, your fees and your assistance do, however, attract customers looking for that service. An audit, for real ## A travel agency website, seen by a couple planning their honeymoon. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Home | Travel agency https://votre-agence-voyage.exemple **YOUR AGENCY**Home · Deals · Destinations · Contact Get away Cheap holidays all over the world. See the deals **Deals**Last minute **Destinations**All countries **Newsletter**Sign up **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***A page title with no town and no speciality**“Travel agency” doesn't set you apart from any other. “Travel agency in Angoulême: honeymoons, tours, groups” says where you are and what you do. 2. *2***“Deals” first, “Appointments” nowhere**The menu presents you as a price website. The link that matters, for an appointment or a quote, doesn't exist. 3. *3***“Get away”**The phrase says nothing about your trade. Write your town, your types of trip and the fact that an adviser handles the booking. 4. *4***A stock-image beach**It already illustrates plenty of other websites. A photo of the team in the agency, or one brought back from a scouting trip, shows what booking websites don't have. 5. *5***Three blocks copied from a booking website**Deals, destinations, newsletter: you're presenting yourself where you have no advantage. Replace them with your specialities, your method and your reviews. What your customers type ## What your customers type before booking an appointment. Here are six possible searches for a travel agency. They're made up for the example, and the audit identifies yours. *1*“travel agency” followed by the town : This person wants someone to talk to. The Google map shows them three agencies. Your opening hours, the option to book an appointment, your photos and your reviews decide who gets the call. *2*“tailor-made honeymoon” : The date is set, the budget is significant and the couple wants reassurance. A page presenting how you work, a few sample itineraries and the steps for a first conversation matches this search. *3*“tour” followed by a country, with “agency” or “tailor-made” : As soon as a trip has several stops, travellers doubt they can organise it all themselves. If you know a destination well, a detailed page written by the person who went there puts you in these searches. *4*“group trip” or “club trip” followed by the region : Clubs, works councils, retirees' associations: these organisers look for a nearby agency that handles transport, accommodation and sign-ups. A groups page, with a suitable form, receives these requests. *5*“cruise” or “holiday” followed by “departing from” and the nearest town : Travellers want to leave from close to home. Stating the departures you can arrange from airports and stations in your region answers a question few websites cover. *6*Your agency's name followed by “reviews” : Before handing over a large sum, customers check. They need to find your profile, recent reviews with your replies and a page introducing the team. It's a search where you can look after every result. What works ## A travel agency's five levers. Lever 1 ### A Google Business Profile built for booking appointments Opening hours, phone number, appointment link, photos of the agency and the team, services offered. I also check that the description talks about your specialities, not travel in general. Lever 2 ### One page per type of trip Honeymoon, escorted tour, group, cruise, family holiday: each page explains who it's for, how you go about it and what your service includes. Five or six pages are enough. No need to publish the whole catalogue. Lever 3 ### The destinations you really know Three destinations described by someone who has travelled there are worth more than fifty imported listings. I write these pages from your notes: the right season, the recommended length, the stops, the mistakes to avoid. Lever 4 ### Your role, explained simply Why book with you rather than a website: one point of contact, someone to call if something goes wrong, a trip built around the customer. This page also includes your mandatory legal notices, exactly as you provide them to me. Lever 5 ### Travellers' reviews, after they get back The right time to ask for a review is the week after they return. A simple message with the link is enough. These reviews often describe an unexpected problem handled well, which is your argument against online booking. What costs dearly ## The mistakes I often see on travel agency websites. Mistake 1 ### An imported feed of offers and nothing else These pages exist identically elsewhere and change constantly. Google retains almost nothing from them. Keep the feed if your customers use it, but add your own pages alongside it. Mistake 2 ### Targeting booking websites' keywords A “cheap flights” page on a local agency's website will be seen by nobody. The time spent there would be better used on a honeymoon or groups page. Mistake 3 ### No faces, no address on the website Your advantage is being an agency people can walk into. If the website shows neither the team, nor the shop, nor the opening hours, it looks like a booking website with less choice. Mistake 4 ### Expired deals on the home page An offer whose date has passed gives the impression nobody looks after the website. Highlight what doesn't expire: your specialities, your method, how to book an appointment. The method ## What I set up for a travel agency. Four steps, in this order. Depending on the size of the agency, we stop at the second or go all the way. 1. **The profile.** Opening hours, appointments, team photos, specialities, post-trip reviews. 2. **The specialities.** One page per type of trip you actually sell, with how you do it. 3. **The destinations.** A few pages written from your experience, not from a catalogue. 4. **The enquiries.** A clear quote form, and a count of enquiries received by type of trip. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Travel agencies in Charente. From Charente, a trip starts with a journey to the station, the airport or the port of departure. An agency in Angoulême, Cognac or a small town such as Jarnac or Ruffec can explain that journey precisely, on its pages as well as on its Google Business Profile. I co-founded my SEO agency, Newp, near Cognac. ### Angoulême and Cognac: agencies people come to see In both towns, the search “travel agency” leads to the Google map. Customers compare reviews and check whether they can book an appointment. A profile with photos of the agency and replies to reviews builds trust before the first contact. ### Departure: a question to address on your website Where do you leave from, how do you get to the airport or port, do you need a night there? A page explaining the departures you organise from the region gives travellers useful information, even before they choose a destination. ### Groups from villages and associations Clubs, associations and committees in small villages organise an outing or a trip each year. The organiser looks for a nearby agency, easy to reach, that takes care of everything. A groups page naming your area gets you known by these volunteers. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a travel agency. Travellers now plan their trip with an AI such as ChatGPT, Gemini, Claude or Mistral. Some ask it for a complete itinerary. Others ask who to turn to: “which agency near Angoulême can organise a two-week honeymoon in Japan, with a single point of contact?”. The AI then suggests a few names. To name you, it has to have read somewhere that you do this kind of trip. A feed of offers doesn't tell it that. A “honeymoon” page, a page on Japan written by your adviser and reviews that mention it do. When the itinerary is simple, the AI is enough for the traveller. When it's complicated, they need you. So tailor-made is what you should write about. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWhich agency near Angoulême can organise a two-week honeymoon in Japan? Answer Three possible answers for this project: 1. **Our client**— independent travel agency in Angoulême: tailor-made honeymoons, a page on Japan written by an adviser, appointments in the agency or remotely, one point of contact from quote to return. 2. — online booking website, flights and hotels to put together yourself, support via a form. 3. — national agency network, catalogue tours, fixed departure dates. Agency websiteGoogle Business ProfileTraveller reviews **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three agencies, three starting points. Three fictional agencies, to show where I start depending on size and ambition. None of them is a client. ### A two-person agency with loyal customers Starting point: a Google Business Profile audit. 1. Update the opening hours, appointment link and photos. 2. Describe the agency's specialities in the profile. 3. Ask for a review after every trip. ### An agency that wants to grow its honeymoons and group trips Starting point: a few hours of coaching, or a short training session for the team. 1. Write the honeymoon page and the groups page. 2. Learn to write a destination page from your notes. 3. Simplify the quote request form. ### An agency that also sells its tours online Starting point: ongoing support, because the website is a real sales channel. 1. Separate the pages written by the agency from the imported feed of offers. 2. Work on the pages for the main destinations. 3. Track enquiries and sales by type of trip. In practice ## What you get. - An audit of the agency's Google Business Profile, with the fixes to make first - A few hours of coaching to write your speciality pages - A short training session so the team can run the website and the profile - A page plan by type of trip and by destination you know - Ongoing support only if you sell online or target other regions Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month. **Before we talk tags, we talk margin, average basket and profitability.** When you book a call, I'm the one who picks up. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and travel agencies: your questions. Can you still be visible against booking websites? Yes, provided you don't target the same searches. They own prices and simple bookings. You can own your town, your specialities and the trips that need advice. I can't promise you any ranking, but these searches are within your reach. Is SEO the priority for my agency? Not always. If your customers come back on their own and recommend you, look after your Google Business Profile and your follow-up with past travellers first. SEO becomes a priority if you want new customers for a specific type of trip. Should I keep my suppliers' feed of offers? Keep it if your customers use it for ideas. Don't count on it to be found. It's your own pages, written by the team, that show up in searches and trigger an enquiry. Should I show prices? Rough figures, yes: an indicative budget per person for a given type of trip, stating what it includes. Customers want to know whether they're in the right range before calling. Price display rules apply; check them with your trade body. What should I write about my guarantees and my status? I reuse your mandatory notices exactly as you send them to me, and make them easy to find. I don't write any myself and I don't interpret any rules. Their content is validated with your trade body or your adviser. My advisers don't have time to write. What can we do? I don't need finished texts. A short interview with the person who knows the destination gives me the material for a page. They proofread, correct, and the page carries their name. It's quicker and more accurate than a generic text. Do reviews matter as much for a trip as for any other purchase? At least as much, because the amount involved is high. Customers read travel stories and above all how a problem was handled. Ask for the review after the trip, without offering anything in return, and reply to each one. Do I need a travel blog? Not a general blog. Ten articles on “things to do” in some capital won't bring you any enquiries. A few in-depth pages on your destinations and types of trip are more useful, and need less upkeep. How long before enquiries come in? Fixes to the profile take effect within a few weeks. Speciality pages take several months, and travel is seasonal: a page written in spring mostly serves the following season. I don't guarantee any figures. We count quote requests. Who are you to advise me? An independent consultant with fifteen years of SEO practice. I've co-written four books on the subject, two of them on the Google Business Profile. I start with a short format when it meets your needs, and I tell you when it's enough. --- Source: https://kevinpapot.fr/en/seo-agence-de-voyage · Kévin Papot, SEO and GEO consultant, Charente (France).