Oriental Tourism SMM
Input data
Tariff
Topics.
Travel agency, sale of tours, selection of tours around the world
Instagram link:
Monthly budget:
About the client:
Goal
Results
Tariff package project
The short result
95%
Subscribers grew by
280%
Number of appeals
90%
Number of customers per month
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: targeted advertising of Oriental Tourism — Meta Ads
A story about how travel demand with different expectations — last-minute flights, family vacations, premium tours — was collected into one manageable funnel. The Potrbiy Lyudi team turned Meta Ads into a tour selection system: ads speak the language of dates, budget, and destinations, forms capture the essence of the request without unnecessary correspondence, retargeting returns to specific routes. As a result, CPL decreased, ROMI leveled out by season, and requests became suitable for quick booking.
Context and goals: what ice is considered suitable for booking
Travelers come with different intentions: some are looking for "today/tomorrow", others are planning a vacation in advance, someone is asking for a specific hotel or type of vacation. A suitable application is one that includes departure/return dates, number of travelers (adults/children), desired budget/night, region or hotel, flexibility in meals, and a convenient communication channel. It is these fields that dramatically reduce the time to an offer.
The goals are formulated practically: CPL in the corridor for the travel niche, CPA for bookings under control, ROMI without dips in "low" months, stable quality traffic to destination pages. It is critical to synchronize advertising promises with the current availability of charters and room stock so as not to generate "empty" demand.
Intent funnel: last-minute, family, premium, visa/insurance
"Last-minute" stream. Short ads with the nearest departure dates and budget range; landing page with the filter "date → night → meals". The form is minimal, a mandatory messenger field for quick approval.
"Family Vacation" feed. Carousels with children's infrastructure and accommodation policy, checklist for parents (pool/kids club/beach), flexible dates. The form asks for the age of the children, the desired number of nights and the type of food - irrelevant options are immediately cut off.
"Premium/Excursions" stream. Video reviews of routes, focus on the uniqueness of hotels and excursions. On the landing page — a travel timeline and a block with upgrades (transfer, insurance, guide). The form includes budget/night and hotel level.
"Visa/Insurance" flow. Content ads with guides preparing for booking; retargeting translates into a tour request when a specific date appears. This closes the "pre-booking" phase.
Creatives: the language of dates, budget, and vacation expectations
Specifics worked best: “Antalya 7 nights — from June 12 to 19”, “Family 2+1 — all inclusive up to $120/night”, “Maldives — water villas, breakfasts, transfer included”. Visuals without overload: 1–2 shots of the hotel/location, one map or pictogram with the flight, one budget figure. For Reels — a short scenario “road → check-in → beach/excursion → evening”.
UGC frames and repackaging of reviews increased trust: real photos of rooms, menu fragments, tags “kids meals”, “pool heating”. CTAs with intent: “Get a selection”, “Fix dates”, “Send budget”. Wording without clickbait allowed to reduce bounces after the transition.
Analytics and Optimization: Booking Events and Seasonal Math
In tracking — events Lead, StartBooking, ItineraryRequest, PaymentIntent; UTM structure synchronized with CRM. Quality was assessed not by likes, but by “ad → direction → form → application status”. Main levers: frequency of impressions, negative intersections between flows, disabling placements with chronically low conversion in StartBooking.
Seasonality was taken into account by budget "accordions": during the peak season, the share of last-minute and family trips increases, and in the off-season, premium routes and content links "country guide → tour selection". After the introduction of mandatory fields of dates/budget/number of nights, CPL stabilized, and the share of applications reaching the offer increased. ROMI increased due to prioritization of destinations with better margins and forecasted flight load.
Scaling: destinations, geo and after-sales retention
Further growth is planned in three areas. The first is the deployment of micro-landings for clusters of destinations (Antalya/Egypt/Bali/Maldives) with separate lead magnets and UGC packaging. The second is geo-testing within the country: cities with a population of millions receive localized creatives with closer departure dates and relevant budget ranges. The third is after-sales retention: “back in season” email/messenger series, upsells for hotel upgrades and referral bonuses.
Systematic quality control prevents scaling from becoming noise: a metrics map, a seasonal offer calendar, a creative rotation schedule, and form revisions. Requesting your own roadmap with KPIs, budgets, and a list of quick tests is the shortest way to replicate Oriental Tourism’s approach with the same CPL and ROMI numbers.