CASE STUDY · TOURISM · NT
HOW ULURU CAMEL TOURS MADE SOCIAL THEIR #1 BOOKING CHANNEL.
A Northern Territory tourism operator with a great product but a broken funnel. Instagram, Google and a bookable website built to convert visitors before they even land in Yulara.
Headline results
+65%
Tour Bookings
+38%
Online Revenue
5★
Client Rating
CLIENT SNAPSHOT
ULURU CAMEL TOURS
Tourism operator running camel rides at sunrise and sunset on the doorstep of Uluru.
- Industry
- Tourism / Experiences
- Location
- Yulara, NT
- Services
- Social Media + Web Design
- Engagement
- Long-term retainer
- Channels
- Instagram, Google, Web
- Outcome
- Social as #1 booking channel
THE CHALLENGE
GREAT EXPERIENCE. INVISIBLE FUNNEL.
Uluru Camel Tours had the easy part sorted: an extraordinary experience in one of the most photographed locations on earth. People who took the tour loved it. The problem was getting people TO the tour.
Bookings ran almost entirely through tour-aggregator sites that took a 20–25% cut. The brand's own website was a static brochure. Their Instagram had beautiful sunsets but no path to booking. Tourists planning a trip to the Red Centre weren't finding them, or were finding them too late — already locked in with another operator.
Goal for the engagement: shift bookings off the aggregators and into channels they own. Make Instagram, Google and the website a single, frictionless funnel.
THE APPROACH
WHAT WE DID.
01
BOOKABLE WEBSITE, NOT A BROCHURE
Most tour operators have a static "about us" page and a contact form. We built Uluru a real bookable website where the calendar IS the call-to-action. Visitors see availability, pick a slot, pay — without ever needing to email back and forth.
02
SOCIAL-TO-CALENDAR PIPELINE
Instagram and Google now feed straight into the booking system. Every reel ends with a CTA, every Google listing has a "Book Now" link, every story has a swipe-up. The path from "saw the camels" to "booked the camels" is two clicks.
03
CONTENT BUILT AROUND WHAT TOURISTS ACTUALLY SEARCH FOR
Sunset rides, family-friendly experiences, photo opportunities, accessibility. We mapped the search terms tourists use when planning Uluru and built content around those terms — not generic "come ride a camel" posts.
04
REVIEWS FLYWHEEL
Every booking gets a follow-up nudge to leave a Google review. Compounding social proof makes the next ad cheaper and the next booking faster. Reviews are the cheapest marketing in tourism — most operators ignore them.
“Michael completely transformed our online presence. We went from barely any engagement to consistently booking new tours through Instagram and our new website. Best investment we've made.”
— TOUR OPERATIONS TEAM · ULURU CAMEL TOURS
THE OUTCOME
SOCIAL BECAME THE PIPELINE.
Within the first 90 days, online tour bookings increased +65% and online revenue lifted +38% — both tracked directly to the new site and social channels rather than third-party aggregators.
More importantly, the share of bookings coming from channels Uluru Camel Tours OWN (their site, their Instagram, their Google Business Profile) grew significantly. Every booking from those channels is one without a 20–25% aggregator commission attached.
The funnel is now self-reinforcing. Every tour generates content (photos, videos, reviews). That content fuels the next ad. The next ad books the next tour. The flywheel turns without paid spend on aggregators.
YOUR FUNNEL IS COSTING YOU MORE THAN YOU THINK.
Free 15-min call. We'll look at where your bookings come from now, what they're costing you, and what shifting them onto owned channels would change.