Spend on the traveler who is ready to book, not the one still dreaming.
A holiday is researched across weeks, devices and a dozen open tabs, then booked in minutes, often after one last search for your name. The campaign that started the trip gets nothing and the one that caught the final click gets everything. Iris ties the booking back to the visits that led to it.
What gets in the way
Weeks of dreaming, minutes of booking
Travelers come back many times to check dates, prices and availability. Every date search looks like intent, and most are comparisons against an online travel agent in the next tab. Last click then hands the credit to whichever campaign happened to be nearest the end.
Demand moves by destination and by week
Booking peaks, school holidays, a rush of late deals, a destination that falls out of favor. Last month's best campaign can be this month's waste, and a room or ticket left unsold tonight cannot be sold tomorrow.
Your site is also the check-in desk
Manage my booking, online check-in, baggage rules, adding extras. In the days before departure, customers who have already paid return in numbers, many through a paid click on your name. Generic terms such as “cheap flights” add huge volume and few bookings.
What Iris does about it
Credit beyond the last click
Iris shows the bookings each campaign's visitors made on a later visit, not only on the first. Every booking is counted once, on your own site, for every channel.
Planners told apart from bookers
A model trained on your own site scores every visit on how past bookers behaved. Each campaign is priced on expected bookings, read as a cost per booking or as a return on ad spend where trip values vary widely. Existing customers stay out of what Google and Meta learn from.
Your season, in writing
Season instructions tell the AI council when your peaks begin, so a campaign is not cut in the weeks it is building demand. Price limits per destination or product keep generic spend in check.
A decision you might see
Lowered, not stopped. Generic search still starts trips, and Iris keeps counting the bookings those visitors make later.
Instructions we might write with you
- Season and timingSummer bookings start in January. Keep generic campaigns running through February.
- GoalGrow bookings for the new ski destinations this winter.
- About the businessA family fortnight is worth five city breaks to us. Judge on return, not on booking count.
- Campaign noteBrand Search stops online travel agents taking our direct bookings. Never stop it.
See Iris on your own numbers.
Book a meeting. We show you Iris on a demo account. Then we measure your potential and prove the value in your own accounts, before you commit.
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