Client overview
Leisuretime is a well-established coach holiday provider based in South Wales, offering value-packed UK and European getaways. With a loyal customer base and decades in the travel industry, they make it easy for people to book affordable, all-inclusive trips by coach. Their audience is broad, but their focus is clear: simple, stress-free holidays that don’t break the bank.
The challenge
Although Leisuretime had a solid reputation offline, their website wasn’t reflecting that success. They were struggling to appear in Google for key travel and holiday-related searches, particularly around destination-specific queries and seasonal getaways. Organic traffic was slowing, and potential customers were landing on competitor sites instead.
The business needed more visibility where it mattered in front of people actively searching for coach holidays, short breaks, and trips from South Wales and the surrounding areas. The brief was simple: improve search rankings, increase organic traffic, and make sure the website pulled its weight in lead generation.
Our approach
We kicked things off with a technical and content-focused audit to understand exactly where the gaps were. From there, we built a tailored SEO strategy designed to strengthen visibility in both local and national searches.
Key actions included:
- Keyword research: We mapped out high-intent search terms based on holiday types, destinations, and seasonal demand. This included long-tail keywords people were using to plan breaks – not just generic “coach holiday” terms.
- Competitor analysis: We reviewed what similar providers were ranking for and how they structured their content. This helped us spot opportunities for Leisuretime to get ahead by offering better-optimised and more relevant content.
- On-page SEO: We updated key landing pages with optimised metadata, improved headline structures, tightened up internal linking, and made content more useful for users (and search engines). Subtle but strategic changes that help Google better understand, and reward the site.
We also flagged technical fixes to improve crawlability and ensure search engines could properly index the most important content.
The outcome
In the months following implementation, Leisuretime saw noticeable improvements in both visibility and traffic. Key destination pages started climbing the rankings, with several hitting page one for targeted search terms.
Organic sessions rose steadily, and more users began discovering the site through non-branded search, a key signal that the SEO strategy was working. Beyond just traffic, these improvements helped Leisuretime build brand trust online, supporting their wider marketing and booking goals. During this 10-month period below you can see that organic traffic tracked on average 24% higher.
Services delivered
- SEO strategy
- Keyword research
- Competitor analysis
- On-page optimisation
- SEO consultancy and reporting
What’s next
Following the initial gains, we’re continuing to monitor rankings and explore opportunities to grow their content footprint including optimising blog content and enhancing destination-specific landing pages.
