Customer story

Direct bookings up 2.7x for a Vizag tourism operator, off the OTAs.

A Vizag tourism operator running beach stays and Araku tours had built a loyal following, but almost every booking passed through an OTA and its commission. Webzenia built destination, experience and stay content for the travellers researching the East Coast before they book, paired with a direct booking engine to capture that demand.

Warm modern workspace still life — Vizag beach & Araku tourism operator, Visakhapatnam · Webzenia SEO case study
2.7x
direct bookings from organic
28
travel terms in the top 3
48%
lower cost per booking

The challenge

Beach stays and Araku tours filled up every season for a Vizag tourism operator, but the bookings arrived almost entirely through OTAs, each one taking a fixed commission regardless of how loyal the guest was. Repeat travellers who would happily have booked directly had no reason to, since the operator's own site was harder to find than the OTA listing.

Travellers planning an East Coast trip were researching the beaches, Araku's coffee estates and valley routes, and stay options well before they opened a booking app, often weeks ahead of the trip itself. The operator's site had thin destination content and no booking engine built for that early research stage, so travellers formed their itinerary on someone else's platform and booked there too.

The approach

Webzenia mapped how travellers research an East Coast trip using Ahrefs and Google Search Console data, from beach and Araku route searches to stay-type and seasonal planning terms, well upstream of any booking-intent search.

The team built destination, experience and stay content answering that research directly: what Araku's routes and coffee estates involve, which beach stays suit which kind of trip, and when the season is best, written to keep a planning traveller on the operator's own site.

A booking engine tied to that content let travellers move from research straight to a direct reservation, removing the need to finish the journey on an OTA once the research was already done.

Technical SEO and on-page work kept destination pages fast and easy to find on mobile, since most of that early trip research happens on a phone, and off-page work built links from travel publications covering the East Coast.

The results

Direct bookings from organic grew 2.7x. Travellers who researched Araku and the beaches on the operator's own site increasingly finished the booking there too, instead of moving to an OTA at the last step.

28 travel terms reached the top three results. Destination and experience content now captures the trip-planning searches that used to lead straight to an OTA's itinerary page.

Cost per booking fell 48%. Every direct booking carries none of the OTA's commission, lifting margin on the same stays and tours the operator was already running.

Organic search · GA4 + booking enginedirect bookings from organic
Engagement start28by month 6M1M2M3M4M5M6

The stack behind it

  • AhrefsSearch
  • Google Search ConsoleSearch
  • GA4Analytics
  • Booking engineCommerce
  • Looker StudioReporting

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