Let’s not sugarcoat it.
Right now, running a travel business in the US feels like trying to sell umbrellas in a drought. Recession. Inflation. Tariffs. Hell, even the Canadian tourists are ghosting.
People aren’t smashing that book now button like they used to. They’re clutching their wallets like their lives depend on it.
And the stats? Ugh, don’t even get me started.
CBC News just reported a 40% drop in Canadian bookings into the US. One in five Canadians have straight-up cancelled their trips to the US in the last three months.
Cue the panic.
The red line on the booking chart below?
Since Feb, it’s doing this 👇
And it gets worse, some US travel operators are seeing a 66% nosedive in international bookings for April alone.
Yeah… it’s starting to feel like the sequel to COVID nobody asked for.
But before you crawl under your desk with a bottle of tequila…
There’s good news.
You can still win.
You just need to pivot. And fast.
Here’s how to fight back with SEO and Google Ads like a flippin’ marketing NINJA!
Stop chasing traffic. Start chasing the right traffic.
Forget international travellers for a sec. They’re drying up.
Right now, it’s about local domination.
Optimise your site for the people already in your backyard. We’re talking:
“guided hikes near [insert landmark]”
“adventure tours in [your region]”
“things to do near me this weekend”
Write local guides. Talk about your state parks. Mention local events.
Claim your Google Business Profile. Keep it updated. Add reviews. Respond to Q&As. Upload photos.
People want trustworthy, nearby, and stress-free. You’ve gotta be the one.
Right now, your keyword game needs to be laser sharp.
Travellers are broke, stressed, and booking last-minute. So go after keywords like:
“last-minute rafting trips in Utah”
“affordable hiking tours Colorado”
“book budget-friendly Alaska adventure tour”
And yeah, sprinkle in terms like “discount,” “exclusive offer,” “free cancellation,” “low-cost,” and “book now, pay later.”
This ain’t about racking up vanity traffic. It’s about getting clicks from people who are ready to buy.
What’s your content doing right now? If it’s sitting there collecting digital dust, that’s a problem.
You need blog posts like:
“Best time to book a Yosemite tour in 2025”
“Top 5 affordable adventure tours in Colorado”
“Viator vs Booking Direct: What You’re Really Paying For”
AND FOR THE LOVE OF GOOGLE, add your FAQs:
“What if I need to cancel?”
“Is this trip safe for families?”
“Can I book now and pay later?”
Nothing builds trust like actually answering what people are already Googling.
So get writing that content that travellers are asking for.
Pro tip: Add videos. They boost time on site, build confidence, and convert like hell.
Repeat customers are your lowest-hanging, juiciest, most cost-effective fruit.
Write blogs comparing you to OTAs. Show off your value. Remind people why booking direct is better.
If you’re not turning old clients into repeat ones, you’re bleeding cash.
Look, no one’s getting excited about site speed and mobile responsiveness.
But here’s the truth:
If your site takes 5 seconds to load on mobile, guess what happens to that potential booking?
💨💨 Poof… Dissapeared.
So make sure your site:
Stop guessing. Start converting.
Right now, every dollar counts.
Kill off campaigns that aren’t converting. Double down on the ones that are.
Use Smart Bidding to auto-adjust bids based on season, device, or search location.
If someone’s searching “best rafting trips near me” from their phone on a Saturday morning, that’s your golden moment. Don’t miss it.
Run ad copy that screams “I am a low-risk tour!!”.
“Book Now, Pay Later”
“Free Cancellation Up To 48 Hours”
“No Deposit Needed”
And back it up with ad extensions:
You’re not just selling the experience. You’re selling peace of mind.
You want buyers. Not browsers.
Target keywords like:
“Cheap group hiking trips Arizona”
“Best family-friendly adventure tours”
“Budget zipline tours near me”
Use negative keywords to block irrelevant clicks (and protect your wallet).
You know who’s most likely to book right now?
Someone who already knows you.
So, stop chasing cold leads when your old ones are still warm.
Step 1: Upload your past customer email list into Google Ads.
Step 2: Target those legends with tailored offers. Think “Welcome back, legend” discounts or exclusive trip upgrades.
Step 3: Set up dynamic remarketing. Show and remind people exactly what they were eyeing on your site, whether it was that 5-day rafting trip in Utah or a weekend hike in the Smokies.
Step 4: Push returning guest discounts and VIP upgrades like “Book again and get a free gear rental” or “Bring a mate, get 20% off”.
You're not running ads.
You're running personalised, high-converting booking magnets.
And it works.
Cha-ching!
This one’s easy money.
Use combos like:
“weekend rafting near Denver”
“zipline tours in Oregon”
“adventure parks near me”
Geo-target high-converting suburbs and cities and exclude low-performing regions.
Here’s an example: A rafting tour in Buena Vista should target Denver, Boulder, and Colorado Springs.
Set your radius right; 30 to 100 miles, depending on how far folks are willing to drive for the thrill.
Yes, times are uncertain but let the others panic.
You? You’ve got a strategy.
Tourism may be shaky right now and the future may feel unknown, but the smart operators, the ones who adapt, adjust, and hone in on what works, they’re not just surviving.
They’re winning.
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