Yuzhny Tour: 500₽ inquiries for guided regional trips
A regional travel agency used specific guided-trip searches to acquire inquiries at 500₽, with 12% purchase conversion and an 85K₽ average booking
Travellers could assemble standard flights and hotels through large platforms. The agency needed to advertise products whose value came from the route, local guide and support
Yandex Direct campaigns covered guided Caucasus itineraries, private groups and Kuban wine tours. Advertisements explained the package contents and the client's cancellation terms. Families, active travellers and wine-tour customers had separate funnels, followed by seasonal offers to the customer base
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
The Krasnodar agency sells guided trips around southern Russia and the Caucasus. Its distinct products were local itineraries, guides and private groups rather than a standard flight-and-hotel booking
What we changed
Specific search requests. Campaigns covered guided Caucasus tours, private Arkhyz trips and Kuban wine tours with tastings
Package contents in the advertisement. The offer explained the guide, itinerary and the client’s weather-cancellation arrangements. This answered the buyer’s question about what the agency added
Different traveller needs. Families saw suitable routes and logistics; active travellers saw trekking programmes; wine-tour customers had a separate funnel
Repeat-season acquisition. Customer records supported follow-up offers and remarketing for the next season or a new destination
Results
The published campaign reports inquiries at 500₽, 12% purchase conversion and an 85,000₽ average booking. Cost per sale is approximately 4,170₽, calculated as 500₽ divided by 12%. The client reports more than 5,000 customers in the base and 30-40% of revenue from follow-up sales
The separate 450% ROI figure is reported by the client on tour margin; the calculation inputs are not disclosed. It should not be substituted for revenue-to-ad-spend ROAS
See tourism marketing for seasonality, inquiry handling and repeat bookings
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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