Riola
What I did for this brand
Year by year, piece by piece.
Travel · Thailand
How I approached it
What made this hard
In travel, demand isn't spread evenly across the year and the purchase window opens months before the trip itself. The Thai market also has its own search behaviour and booking habits; a campaign calendar that works for Turkey doesn't transfer one-to-one. Budget that misses the season can't be recovered until the following year.
What I prioritised
I planned budget against the demand curve rather than in fixed monthly slices: weight in the weeks the booking window opens, a low but continuous presence out of season. I split search campaigns by destination and trip type, so general browsing traffic didn't consume the budget meant for booking intent.
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