Travel demand swings by seasonality, school holidays, and events—campaign structures should map to route and property clusters, not a single global ROAS target.
Attribution improves when UTMs, partner IDs, and CRM events join booking data so you can compare look-to-book by channel without double-counting.
AI-assisted creative and copy testing accelerates learning, but governance matters: destination claims, fare accuracy in ads, and regional regulations should be checked before scaling spend.