Travel marketing in the Benelux
Practical insights for travel and leisure marketers: what works on social media, in Google and in ChatGPT, and how travellers in Belgium and the Netherlands choose and book.
Flanders, Wallonia or the Netherlands: why one Benelux campaign is not enough
On the map, the Benelux looks small. For a travel brand it is at least three markets: Flanders, Wallonia and Brussels, and the Netherlands. Luxembourg comes on top.
Read the articleBooking calendar 2027: when do travellers in Belgium and the Netherlands choose their holidays?
A campaign that starts at the right moment gets more out of the same budget. In the Benelux, that moment isn't the same everywhere: Flanders, the French-speaking schools in Wallonia and Brussels, and the three Dutch regions each have their own school holidays.
TikTok for theme parks and holiday parks: does it work?
Theme parks and holiday parks sell experiences: a rollercoaster, a pool, a show, a weekend away. That comes across well in short vertical videos.
Branding or performance? How to split your budget as a travel brand
Many travel brands favour campaigns that deliver bookings straight away. That is understandable: those results are easy to measure. But travellers rarely book with a brand they do not know.
Video ads for travel brands: get more out of the footage you already have
Tourism boards, cruise lines, hotels and parks often have a brand video, drone footage, event clips or material from partners. It usually sits on a server, while it is perfectly usable for advertising.
Reaching premium travellers with Meta and LinkedIn
The premium traveller is not always the wealthiest. It is someone willing to pay more for comfort, service or a unique experience.
Five email flows that bring guests back
A newsletter goes to everyone at once. A flow sends the right email to the right person when it matters: just after sign-up, a few days before departure or a year after the trip.
Measuring bookings correctly with GA4, the Meta Pixel and the Conversions API
On travel websites the booking often runs through a separate booking engine or another domain. Visitors decline cookies, switch devices or book weeks later.
Advertising in ChatGPT: what travel brands in the Benelux need to know
More and more travellers ask ChatGPT for advice: where to go during the autumn half-term, which hotel suits a family, which cruise is worth it. Since September 2026, travel brands in Belgium and the Netherlands can also advertise in those conversations.
GEO for travel brands: how to get mentioned by ChatGPT, Gemini and Perplexity
Travellers no longer just type "hotel Ardennes" into Google. They ask an AI assistant: "Which quiet hotel in the Ardennes suits a weekend with children?" The answer names a handful of places.
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