Google ROAS
12.48x
Range 6.7x to 22.8x. High-intent search on named experiences is the engine.
Prepared for Experience Co
Prepared for Experience Co
What we found inside Experience Co's acquisition engine.
You own the product and the moment. In a category where most advertisers resell someone else's inventory, Experience Co sells the actual skydive, the actual reef pontoon, the actual Daintree walk, direct. That is a structural edge, and from the outside it looks under-pressed.
Nicole, you are running one marketing function across skydiving, reef, island, rainforest and ropes brands, in eight regions across two countries. That is a lot of demand to orchestrate from one desk.
$208Mspent on newspapers in the category last year
The thing that caught our eye
The category still backs newspapers over everything else.
Nielsen has Travel & Tourism at $677M in total ad spend, and newspapers ($208M) still edge out Digital & Social ($193M) as the single biggest line. Read that again. The biggest slice of category money goes to print, for products that people research, compare and book on a phone. Demand also concentrates hard: January is peak, December is the trough. A direct-to-consumer operator that leans into search and social where the booking actually happens is fishing where the competition is thinnest.
We've solved thisWe move tourism budgets into high-intent digital and hold the brand presence that print used to carry.
Where the category's money goes
The spend is sitting in the wrong decade.
This is the full channel split across Travel & Tourism. Newspapers and television together still absorb more than half the category. For a business built on visual, high-emotion experiences sold direct, that leaves a lot of oxygen in the channels you already control.
Print and TV lead a category whose customers book online. · Source: Nielsen Ad Intel, as at Dec 2025
The spend you are up against
You do not need to outspend Qantas.
The heavy spenders in this category are airlines, OTAs and big agencies buying broad reach. Experience Co plays a different game: specific products, specific locations, specific intent. Here is how the tour and agency field stacks up, with your own spend as the line we would confirm together.
Your figure is illustrative and to be confirmed on the call. · Source: Nielsen Ad Intel, as at Dec 2025
If January is peak and December is the trough, your December media dollar is worth more than your January one. We can show you where that swing is costing you.
Just hit replyOne honest comparison
What a well-run tourism account actually returns.
These are Sunny's own first-party numbers across Australian and New Zealand travel accounts, trailing twelve months, anonymised. They are directional, not spend-weighted, but they are real, and they are the kind of figure a competitor cannot pull off Google.
Cost per booking (Google)
$19.41
As low as $6.79. Against a skydive or reef ticket, the margin is obvious.
Meta ROAS
13.62x
Range 7.3x to 21.9x. Your product is visual, which is exactly what Meta rewards.
Three things we'd look at first
Where we'd start, specifically.
01
One audience layer across the brand family
Unify the customer data across skydiving, reef, island, rainforest and ropes so a first-time reef booker becomes a warm skydiving prospect, not a cold one. The portfolio is the asset. Right now it looks like it is being spent five times over.
Track recordWe consolidate multi-brand tourism accounts into a single measurable funnel.
02
Capture the intent, don't just create it
People search "skydive Cairns" and "Great Barrier Reef tour" by name. At a $19.41 cost per booking and 12x ROAS on Google, capturing that intent is the highest-margin dollar you can spend. We would check how much of that named demand you are currently defending.
Track recordSunny first-party benchmark, as at Jun 2026.
03
Plan against your real season, not the category's
The category peaks in January. Your reef and Daintree demand from international visitors runs on the dry season. Buying to your own booking curve, not the industry average, is where the efficiency hides. We would map spend to actual booking windows by region.
Track recordWe build media calendars around demand, not habit.
This is a snapshot, not the plan
A real plan is built on better data than a quick scan.
Everything above we pieced together from your website and dated category intel. The real work starts with your numbers.
Nielsen Ad IntelCategory & competitor ad-spend tracking
Roy MorganAudience & consumer profiling
Google Premier PartnerTop tier of Google agencies
Meta Business PartnerVerified platform access
This briefing is what we can see from the outside. Imagine what we'd build with the data on the inside.
Proof, not promises
Check out our success stories.
We've done this for travel & tourism brands right across Australia. See the campaigns, and the results, for yourself.
Check out our success storiesWhat this is actually worth
Here's the size of the prize.
$1.2M
in bookings, per $100k moved into a 12x ROAS Google engine
At the category Google benchmark of 12.48x, every $100k reallocated from lower-intent channels into named-experience search returns roughly $1.2M in booking value. Applied across your brand portfolio and defended year-round, that compounds fast.
Directional only, based on Sunny first-party benchmarks (as at Jun 2026) and Nielsen category data (as at Dec 2025). Your actual number depends on current spend and mix, which we would confirm on the call.
We take on a limited number of tourism accounts each quarter
The next 30 minutes
Let's pressure-test your acquisition engine.
Bring your top three experiences and your rough channel split. We will show you where the wasted spend and the untapped intent sit, live, on the call.
Just hit replyNo deck to sit through. We come with numbers.
This isn't a sales call in disguise. If the honest answer is that your current setup is working, we will tell you and leave you to it.
- ✓
Your portfolio, one funnel
Where a single audience view across the brand family would cut duplicated spend.
- ✓
The intent you're not defending
How much named-experience search demand is going uncaptured right now.
- ✓
Season vs the category
Mapping media to your real booking curve by region, not the January peak everyone else chases.