The Client
Holiday Tours is one of Iceland’s longest-established tour operators, with decades of experience organizing group and FIT travel across the island. Known for their operational reliability and strong B2B partnerships, they recently began exploring opportunities to sell private Icelandic tour experiences directly to high-value travelers.
The Challenge
Despite a strong reputation within the travel trade, Holiday Tours had no prior experience running direct-response marketing campaigns. Their existing brand and website were not optimized for online lead generation or ecom sales, and they lacked internal capabilities to drive performance across Google Ads or Meta Ads.
The goal was clear: establish a scalable, ROI-focused lead generation and ecom conversion process for private tours without alienating their existing B2B audience.
The Solution
We started by getting to the heart of Holiday Tours’ ambitions: transitioning from a purely B2B operator to a multi-channel brand that could also speak directly to affluent travelers searching for high-touch, tailor-made experiences in Iceland. To do that, they needed more than just traffic, they needed a compelling brand story, a high-converting website, and a media funnel built for intent.
We provided strategic leadership across creative, performance, and UX. Key initiatives included:
- Brand consulting focused on visual and tonal elevation, bridging Icelandic authenticity with global luxury travel sensibilities
- Website redesign consultation: including page templates, trust-building content, and persuasive copy aligned with direct-response best practices
- High-performing ad creatives: including headline-driven display ads and search copy tailored to target tour-seeking travelers to Iceland
- Google Ads & Meta Ads campaign setup: with performance segmentation, custom conversions, and optimized keyword targeting to drive qualified traffic for private tours
- Ongoing funnel analysis & tech support: to fix attribution modelling and optimization issues.
Creative direction played a central role, transforming Holiday Tours from a mere travel operator into a brand that evokes both adventure and exclusivity. Each visual and message was deliberately crafted to meet the expectations of affluent audiences while preserving the raw, elemental allure of Iceland.
With this new digital ecosystem in place, Holiday Tours is now equipped to nurture private travel leads and acquire more tour customers, all while maintaining clarity between their B2B and B2C operations.
The Result
Within the first month of running campaigns, Holiday Tours began receiving ecom sales, a breakthrough in their shift from B2B-only to hybrid direct sales.
Their new digital foundation now supports ongoing acquisition efforts while presenting a brand that matches the quality and uniqueness of their on-the-ground experiences.
Holiday Tours is now poised to scale their direct channel and diversify revenue in an increasingly competitive Icelandic travel market.