Travel agency in Kazakhstan - leads at $5
A market used to booking trips itself online. 370 leads at $5 and 89 sales by selling packages with services that aggregators do not offer
Travellers in Kazakhstan are used to booking directly on Booking, Aviasales and Skyscanner. In their eyes a travel agency is an outdated middleman you overpay. Why pay an agent if you can put a trip together yourself in 30 minutes?
We stopped selling 'tours' and started selling what aggregators do not have: packages with visa support handled end to end, cancellation insurance, a personal manager available 24/7, 0% instalments from the agency and chat support during the trip. Each selling point closed a specific problem an independent traveller cannot solve through an aggregator
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Situation
A travel agency in Kazakhstan. The market’s main problem is a young audience that books everything itself. Aggregator brands are known and trusted, and a classic agency has to prove its value from scratch
What we did
Creatives built on an independent traveller’s problems. Not “best tours to Turkey” but “lost your documents in Antalya? we will help within an hour”, “flight cancelled? we get your money back through insurance”, “Schengen visa in 14 days, handled for you”. Each creative is a situation Booking will not solve
Segments by trip type. Families: safety and insurance. Young couples: visa support and instalments. Business travellers: fast paperwork and a personal manager who can quickly rebook tickets
Search for the Russian-speaking segment. Meta Ads brought the bulk of cheap leads. Yandex search covered the Russian-speaking, higher-spending segment in Almaty and Astana
Numbers (March - August 2024)
- $1,850 ad budget
- 370 leads at $5
- 89 sales: 24% of leads became bookings
What to take from this
Compete with aggregators on what they cannot do. Price and choice belong to Booking. Visa handling, insurance and a person to call abroad belong to the agency. Put those in the ad
Write the creative as a situation. “Lost your documents in Antalya” is a story the traveller can picture. “Best tours” is not
Segment by trip type, not by destination. Families, couples and business travellers fear different things, so each gets its own message
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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