Matomo for travel and tourism
In travel, people search for a long time and book late. Travellers compare, order brochures, sign up for the newsletter and often book weeks later, sometimes by phone. I measure this journey from trip search to booking, including booking engines on other domains, and pass bookings cleanly to Google Ads and Meta. My projects include an airline, hotels and several tour operators.
Sound familiar?
- 01The booking happens elsewhereThe booking engine or provider sits on another domain, and the campaign trail breaks off.
- 02Long paths to the bookingWeeks, several visits and often a phone call lie between the first search and the booking.
- 03Which trip search leads anywhere?Filters by destination, date and price are used, but do they lead to bookings?
- 04Not every conversion is a bookingBrochure orders, advice requests and newsletter sign-ups count too and need their own goals.
- 05Seasonal campaigns without comparisonEarly booking, last minute, a new brochure, which campaign brings bookings and which only visits?
- 06Many brands, languages and countriesSeveral brands and country sites should be analysable separately and together.
From trip search to booking
- Trip search with destination, date, duration and price as filters
- Trip pages, dates and availability
- Booking steps up to confirmation, with revenue and number of travellers
- Brochure orders, advice requests and newsletter sign-ups as separate goals
Booking journeys on other domains
If bookings run through your own booking engine or a provider on another domain, I connect both parts so that campaign, trip search and booking stay together. Where that is not possible in the browser, I report bookings to Matomo server-side.
Understanding long decisions
Travellers come several times and through different channels before they book. With your own channel groups and path analysis you see which routes actually lead to a booking and what role brochure and newsletter play.
Seasonal campaigns and ad platforms
Early booking, last minute or a new brochure: I set up campaign tracking so that every season stays comparable with the previous one. Bookings go server-side to Google Ads and Meta, so the platforms learn from real bookings instead of clicks.
Several brands, languages and countries
Tour operators with several brands and country sites get their own websites in Matomo and, if you like, a shared profile with continuous visits between brand and booking. I grant permissions per team and market.
Reliable numbers next to advertising
Travel portals work with many ad tags. Matomo measures independently of them, with little data and in-house, and provides a reliable basis next to the numbers of the ad platforms.
Projects for, among others
FAQ
Frequently asked questions
What happens if the booking runs on another domain?
I connect website and booking engine so that campaign, trip search and booking stay in one visit. Where that is not possible in the browser, for example with providers without their own tracking code, I report the booking to Matomo server-side.
Does this work with our booking system?
Usually yes. Whether via the Tag Manager, a data layer or server-side depends on what the booking system allows. I clarify that beforehand with you and the provider.
Can phone bookings be attributed?
Partly. If an online enquiry gets a reference number, the later booking can be matched to the visit server-side. How far that goes we define in the tracking concept.
Do you also measure brochure orders and advice requests?
Yes, as separate goals next to the booking. You see which channels raise interest and which sell, and can steer campaigns accordingly.
Sounds like your project?
In an intro call we'll clarify where you stand and what comes first.
Your contactPeter Boehlke, Matomo consultant from Munich, 17 years in the Matomo team