Travel & Experiences Marketplace – Building a Lead-Generation Engine for a Travel & Experiences Marketplace

Introduction

A new travel and outdoor experiences brand wanted to create a digital platform that could attract visitors at scale, showcase curated experiences, and convert traffic into qualified leads for experience operators. With plans to source traffic through affiliates, partners, and direct channels, the company needed a modern website combined with a robust MarTech foundation that would allow it to track users, measure performance, and nurture leads effectively.

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The Problem (Gut-Based Decisions)

Before the engagement, the brand faced several challenges common to early-stage travel marketplaces:

• There was no website capable of showcasing experiences in a structured, conversion-optimized way.
• Affiliate partners and Airbnb operators could send traffic, but there was no technical infrastructure to track UTM parameters, user behavior, or lead sources reliably.
• Leads that did arrive were scattered across forms and inboxes, with no centralized CRM or follow-up process.
• The existing domain had no SEO foundation, limiting organic visibility for travel-related keywords.
• Blog content, which is critical for long-term organic growth, lacked a CMS structure and was difficult to update.
• Email marketing was not configured, making it impossible to nurture new leads or welcome subscribers professionally.

Without a technical and marketing foundation, the business risked losing high-quality traffic and missing early revenue opportunities.

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The Solution (How Data Changes the Game)

We implemented a full digital foundation spanning web development, SEO, content systems, analytics, and marketing automation. This transformed the business from an idea into a scalable, measurable lead-generation engine.

1. Modern, Responsive Web Platform

We built a fully responsive Webflow website tailored to the travel and outdoor experiences category.

Key elements included:

• A visually appealing, mobile-optimized design aligned to the brand identity
• A catalog-style experience library with clear descriptions and persuasive copy
• Smooth navigation for browsing categories and individual experiences
• Secure lead-capture forms with bot-mitigation controls
• A self-service CMS enabling the client to update experiences, content, and articles independently

This provided the platform for consistent traffic conversion across devices.

2. Technical & On-Page SEO Foundation

To build long-term organic visibility, we implemented a modern SEO stack:

• SEO-friendly URLs and metadata
• Optimized images and content for rapid performance
• Redirects where needed to maintain continuity
• OpenGraph enhancements for social sharing

This ensured the site was search-ready from day one.

3. Blog CMS & Content Infrastructure

We built a flexible blog system to support editorial content around travel, local guides, and outdoor recommendations.

This included:

• A structured blog template for consistency
• CMS configuration for easy publishing
• Training for the internal team on how to update and schedule posts

This created an engine for long-term organic growth.

4. Comprehensive MarTech & Analytics Integrations

To enable data-driven decision-making, we integrated a complete analytics and marketing stack:

• GA4 for advanced event-based tracking
• Google Tag Manager for scalable tagging
• Search Console for search performance insights
• Heatmap and behavioral analysis through Hotjar
• Affiliate tracking software integrated directly to attribute leads to partners

These tools provided visibility into user journeys, UTM performance, conversion rates, and partner-driven traffic.

5. CRM Integration & Lead Management

All leads from the website were routed into a centralized CRM to ensure no opportunity was missed.

We:

• Integrated the site with Brevo CRM via Zapier
• Standardized lead fields and tracking parameters
• Ensured UTM parameters were captured for attribution
• Enabled the business to store, segment, and follow up with leads reliably

This solved the earlier fragmentation in lead capture.

6. Email Marketing Automation

We implemented the foundations of the brand’s email marketing, including:

• Email domain authentication (DKIM/DMARC) for deliverability
• A welcome email workflow triggered by sign-ups
• Templates for future nurturing and promotional sequences

This created a professional and automated first-touch experience for new leads.

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Real-World Example (Specific Client Outcomes)

After implementation:

• The brand launched a polished, modern website that reflected its travel and experiences identity.
• Affiliate partners could now drive traffic with accurate UTM-level tracking and attribution.
• All inbound leads flowed into a centralized CRM with automated tagging, improving follow-up speed and conversion potential.
• SEO and content foundations began generating early organic visibility.
• Behavioral analytics helped refine page layouts, navigation, and communication strategy.
• Automated welcome emails ensured every new subscriber received an immediate, branded touchpoint.

The business moved from a scattered digital presence to a performance-ready platform built for scale.

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Conclusion

By combining responsive web development, SEO, analytics, content infrastructure, CRM integration, and email automation, the new digital foundation turned the travel marketplace into a fully functioning lead-generation engine. The brand is now positioned to scale traffic from affiliates, partners, and organic search, while converting visitors through a smooth, measurable, and automated funnel.