A tourism marketing agency that
drives direct bookings
We're a New Zealand based digital marketing agency that helps tourism operators, accommodation providers, restaurants and venues get found, fill their calendar and win more direct bookings. That means paying less commission to the OTAs, keeping more of your own revenue, and building a brand travellers remember.
Tourism runs on demand and timing
Tourism and hospitality marketing is unlike any other sector. Demand is seasonal, often international, and a huge share of bookings leak to OTAs and aggregators who charge 15 to 25% commission on revenue you could have captured directly. Winning means being visible at the exact moment someone is planning, and giving them a reason to book with you rather than through a middleman.
We build campaigns around that reality. Search captures travellers actively planning a trip, activity or meal. Paid social builds the desire that drives the trip in the first place. And local SEO and Google Business Profile make sure you own the 'near me' and destination searches that convert browsers into bookings.
Our approach is always built around Google Ads and local SEO first, because they capture the highest-intent demand and grow direct bookings quickest. From there we layer in social and brand to build the demand that fills your shoulder and off-peak seasons.
"We track every booking and enquiry back to the campaign that drove it, right down to your direct channel."
Everything you need to grow
We run dedicated campaigns for operators, accommodation, restaurants and venues that combine search, SEO, paid social and robust tracking to build a steady, predictable flow of direct bookings and enquiries.
Tourism website design
Direct bookings need a site that earns them. We design and build those too, fast and visual, not just the campaigns that point to them.
Travellers research across dozens of touchpoints before they book, across search, maps, reviews, social and the OTAs. An operator who isn't visible at the planning stage isn't in the running. Worse, many pay heavy OTA commission on bookings they could have taken directly.
So your visibility on Google Search and a smooth direct-booking experience decide how much margin you keep rather than hand to an OTA. That is where the booking is won or lost.
Start with a Free Audit →How does your tourism marketing stack up?
Average Google Ads benchmarks for NZ tourism and hospitality. Pick your category to see where strong performance sits. Numbers are based on TooGood client data and global benchmarks, adjusted for the NZ market.
View all tourism & hospitality benchmarks in one table
| Category | Click-Through Rate | Avg Cost Per Click | Conversion Rate | Cost Per Lead | Monthly Ad Spend | Est. Leads / mo |
|---|---|---|---|---|---|---|
| All Tourism & Hospitality | 4.0% | NZ$1.90 | 6.0% | NZ$28 | NZ$1k–6k/mo | 40–180 leads/mo |
| Accommodation | 4.2% | NZ$2.10 | 5.5% | NZ$35 | NZ$1.5k–8k/mo | 30–150 leads/mo |
| Tours & Activities | 4.5% | NZ$1.70 | 6.5% | NZ$24 | NZ$1k–6k/mo | 50–220 leads/mo |
| Restaurants & Cafés | 3.8% | NZ$1.50 | 7.0% | NZ$18 | NZ$800–4k/mo | 40–200 leads/mo |
| Events & Venues | 3.5% | NZ$2.60 | 5.0% | NZ$55 | NZ$1.5k–8k/mo | 20–90 leads/mo |
Data based on global industry benchmarks and TooGood client data, adjusted for the NZ market. Figures are indicative averages. Actual performance varies by operator, location, season and competition.
How we grow tourism & hospitality businesses
We get to know your business, your seasons and your goals. We send an onboarding questionnaire, arrange access to your accounts and meet with you. Together we define what a booking or enquiry is worth and what success looks like across your year.
We audit your current digital marketing, from SEO and Google Ads to social and your booking experience, then build a tailored strategy aimed at growing direct bookings and reducing reliance on OTAs.
The work never ends. We constantly optimise, test and iterate around your seasons, using a strictly scientific approach to keep increasing bookings and traffic while driving down cost per booking.
We meet regularly and send monthly reports built around the metrics that matter for tourism. Ongoing communication means you always know what we're doing and what it's returning, peak and off-peak.
Why choose TooGood as your tourism marketing agency?
We think we're pretty good. Possibly even TooGood. But if you need more convincing:
Everything we do is designed to drive direct bookings and enquiries. Cost per booking drives every decision we make. Views and clicks are not the goal.
Our kaupapa is to do what is right. That means we're honest and transparent about everything, from results and fees through to the work we do for you.
We don't do fixed-term contracts. We're confident enough in our work to know you won't want to leave.
We schedule regular catch-ups, set up live dashboards and maintain frequent, open communication to ensure you always know what we're doing and where your money is going.
Good.
A tourism marketing agency built on direct bookings, not vanity metrics.
We've mastered your ad tech
We're experts in the tools that make tourism marketing work. Google Ads, Google Business Profile, GA4, GTM, and the booking engines and CMSs most NZ operators use, all wired up to talk to each other.
Google Ads
Analytics
Tag Manager
Meta
Instagram
Klaviyo
Shopify
WordPressLet's grow your bookings
Tell us about your business and what you're trying to achieve. We'll come back with a clear, honest view on how to grow your direct bookings and what it will take to get there.
Frequently asked questions
Wondering how to grow direct bookings, what it costs to work with a digital marketing agency in Auckland, or which channels to start with for tourism and hospitality?
For creating demand, paid social on Meta and Instagram is tough to beat. It turns your location and your experience into the reason someone books in the first place.
The right mix depends on whether you're accommodation, an activity operator, a restaurant or a venue, and on your seasons. We tailor it to where the bookings come from.
What matters is the cost per booking and the revenue kept on your direct channel. We measure to that level so every marketing dollar is accountable.
Larger attractions, accommodation groups and venues typically spend $5,000 to $15,000+ per month, weighted toward peak season. The right budget is whatever lets you fill your calendar profitably.
Local SEO and Google Business Profile take longer to compound, but for tourism they are essential. Most operators see real organic improvement after 3 to 6 months of consistent work.
Our digital marketing blog
The latest tourism, hospitality, Google Ads and SEO insights from the TooGood team.
