PrimeOne is a Cancun day-tour operator who used to be 99% Viator-dependent. Twelve months later, Viator is 59% of their bookings and the direct slice runs on its own engine.
We built Google Search and Performance Max around high-intent Cancun tour queries, added Meta retargeting, and pointed everything at a conversion-optimized site so the bookings come direct. Email and WhatsApp reactivation pulled dormant past guests back in.
Direct bookings tripled by month 3, the direct slice hit ~22% by month 6 and ~41% by month 12, with organic direct traffic up 180%.
- Direct booking lift↑+127%12 months · site-direct only
- Blended ROAS↑2.8×Google + Meta · server-side tracked
- Viator share of bookings↓59%down from 99%
- OTA dependency cut↓−40pp40 points in 12 months
