⭐️⭐️⭐️⭐️⭐️ Over £3m generated on social
Feeling frustrated that bookings aren't taking flight on social?
We help travel brands turn inspiration into demand by building social media strategies that support long decision cycles, seasonal pressure, and real commercial outcomes.
Answer 15 questions, specifically designed to pinpoint where social is breaking down, and you'll receive feedback tailored to your specific needs.
Only takes 5 minutes
Personalised recommendations instantly
It's completely free
⭐️⭐️⭐️⭐️⭐️ Over £3m generated on social
Feeling frustrated that bookings aren't taking flight on social?
We help travel brands turn inspiration into demand by building social media strategies that support long decision cycles, seasonal pressure and real commercial outcomes.
Only takes 5 minutes
Personalised recommendations instantly
It's completely free
Most travel brands struggle to see the true commercial value of social
Wanderlust sunsets and inspiring content aren't a problem. The struggle emerges when it's unclear what role social media plays in the journey to booking.
Audiences save posts, follow accounts, watch videos, then disappear into research, comparison, WhatsApp chats, browser tabs, and “we’ll decide later”. By the time a booking happens, social media feels far removed from the outcome.
That creates a familiar tension for leadership teams:
✅ Social feels essential, but hard to justify commercially
✅ Budgets get spent without clarity on what’s actually working
✅ Decisions are made on instinct, trends, or competitor activity
Layer in seasonality, long lead times, and rising acquisition costs, and suddenly “just post more” no longer feels like the 'no-brainer' strategy you were advised it would be.
Right now, travellers are planning their next escape…and they’re doing it through social.
People don’t book family holidays or a weekend away the moment they feel inspired. They book when inspiration has been reinforced with confidence.
That confidence is built across weeks or months of seeing a brand consistently, feeling reassured by tone, values, and credibility, and having doubts quietly answered before they’re voiced.
Social media plays a critical role in this process, but only when it’s designed to support the decision journey, not just awareness.
When travel social media is led properly, it keeps your brand present during research and comparison. It also builds familiarity before price becomes the deciding factor and reinforces trust at moments of hesitation.
So, how do the best travel brands get the most out of social media?
Our approach is shaped by how people actually choose holidays, villas, hotels, and experiences. Not by what platforms are currently rewarding. By removing quick-fix tactics, you get a much more strategic approach, in-line with commercial goals.
Hi, I'm Chris...
...co-founder of Capuchin Digital, and self-confessed geography geek! So it's only natural that I've fallen into travel marketing.
I've been generating amazing results for businesses on social for over 10 years now, and I would love to help your travel brand do the same!
Between 2023 and the beginning of 2025, I was the social lead at Solmar Villas, where my strategy took social revenue through the roof!
With that blueprint, my team and I are now helping travel and hospitality brands leverage the power of social media to fill their booking calendar.
What I won't do;
❌ Chase vanity metrics and virality
❌ Only focus on 'trending' TikTok content because "that's what everyone else does
❌ Sacrifice brand look and feel for throwaway content
What I will do;
✅ Get to know your brand & customer inside out
✅ Shape my strategies around your business goals and customer's decision journey
✅ Create content that resonates with your audience, and builds trust
Want to hear how we can help your brand? Click below.
Real growth from real experience. Real stories into real bookings.
While leading social at Solmar Villas (2023–2025), Chris helped move revenue metrics significantly, which informs how we think about travel strategy today.
He crafted a cross-channel strategy shaped around the audience decision-making process, generating over £100k last-click revenue from organic, and over £2m from paid in just 10 months
This strategy helped increase ROAS by 594% within 3 months, and was able to consistently achieve 18-20x ROAS
He revolutionised the company's approach to Influencer Marketing, contributing to 118% channel growth on Instagram & £200K+ revenue from influencer activity.
And as for the content itself, he shot and edited high-quality content, resulting in a 21% increase in organic reach and 222% in engagements.
£2.6m
SOCIAL REVENUE
Total revenue attributed to social media throughout the whole of 2024.
4,000%
REVENUE INCREASE
Year on year sample period of March-May 2023 (£16k) vs 2024 (£925k).
23x
PAID SOCIAL ROAS
Average return on ad spend 2024.
But even before strategy, comes clarity
Get a clear snapshot of where your social is helping, and where it’s leaking value.
If you're frustrated with your current social media performance, we can start by identifying where your social media is helping, where it’s leaking value, and what’s actually standing in the way of revenue.
Our Social Media Revenue Score gives you a clear, honest snapshot of:
💡 How well your social presence supports revenue today
💡 Where clarity is missing
💡 What to focus on next to create momentum
Answer 15 questions, and we’ll send you a personalised report with practical insight you can use immediately.
Takes 5 minutes
Instant recommendations
It's free
Specifically designed for travel brands that want outcomes, not vanity metrics.
This clarity check will measure & improve 3 critical areas:
Strategic
Clarity
Most travel brands post without a clear connection to the customer journey, leading to activity without impact.
Content Driving Demand
Not all engagement is equal. We'll highlight whether your content builds trust, desire & intent, or just fills a feed.
Commercial Performance
We assess whether the metrics you’re tracking actually inform business decisions, or simply create noise.
Already know you want to talk? Book a short discovery call with Chris
Can it work for my brand?
Will this actually work for my travel brand?
It works when social media is treated as part of the booking decision, not just a source of inspiration.
Travel brands vary by size, audience, and offering, but the fundamentals are consistent: people take time, seek reassurance, compare options, and hesitate before committing. Our approach is designed around that behaviour, not a one-size-fits-all content model.
If your brand relies on trust, consideration, and timing (which most travel brands do), this approach is built for you.
How do you measure the impact of social media on bookings?
We don’t pretend social media works in isolation, especially in travel.
Instead of chasing last-click attribution, we focus on indicators that show whether social is supporting the booking journey: consistency of messaging, quality of engagement, intent signals, and momentum over time.
That gives leadership teams confidence in what social is contributing, even when the final booking happens elsewhere.
Our bookings take weeks or months. Is social media still worth investing in?
That’s exactly when social media matters most.
Travel decisions are rarely impulsive. Social media plays a crucial role in staying present during research, reinforcing trust during comparison and reducing hesitation before commitment
When social media is aligned with that reality, it becomes a demand-support channel, not just a discovery tool.
How is this different from typical travel social media marketing?
Most travel social media focuses heavily on output: more posts, more visuals, more activity. We focus on intent.
That means designing social media around how people actually decide to travel; emotionally and practically rather than reacting to trends or algorithms.
The result is more clarity, better decision-making, and social media that earns its place in the commercial conversation.
Do you work with in-house teams or existing agencies?
Yes, and often.
We’re comfortable collaborating with internal teams or existing partners where it makes sense. Our role is to bring strategic clarity and leadership, not disrupt for the sake of it.
Many clients value having an external partner who can step back, see the bigger picture, and help align social media with commercial goals.
Is this approach suited to seasonal travel brands?
Very much so.
Seasonality makes clarity more important, not less. When pressure is high and timing matters, social media needs to work with intention, not guesswork.
Our approach is designed to build momentum before peak periods, support demand during them, and learn effectively after them.
What’s the best way to get started?
Before changing strategy, increasing spend, or committing to anything long-term, clarity matters.
That’s why we start with the Social Media Revenue Score, a quick, practical way to understand where your social media is helping, where it’s leaking value, and what to prioritise next.
From there, next steps are informed, not rushed.
If you still have questions, that’s usually a sign clarity would help.
Leading with purpose
Purpose is at the heart of what we do. That's why 5% of our revenue is donated to charity, so our partners not only invest in great social, but also great causes. Here are the causes that are close to our heart.
3% of revenue pledged to Muscular Dystrophy UK
The son of our co-founder, Chris, was diagnosed with Duchenne Muscular Dystrophy in September 2025, a rare muscle-wasting disease. Currently, there is no cure, but by funding critical research via charities like MDUK, we can support families in similar situations.
2% of revenue pledged to Rainforest Trust UK
We care greatly about the world we live in, and preserving the rich biodiversity across the globe. Our name is inspired by the Capuchin monkey, for its creativity, intelligence and innovation. Aligned with this, we pledge 2% of our revenue to help fight deforestation and preserve its habitat.
Charity Partners
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