
Sophie is 38 years old, she lives in Lyon, she has 2 children. She has dreamed of Brazil for several years.
This Monday evening, lying on the sofa after putting the kids to bed, she picks up her phone and types “family Brazil trip February” into Google. She has no intention of booking tonight. She just wants to begin to see, to feel, to imagine.
Week 1. She explores. She watches YouTube videos about Rio and the Amazon, reads blogs from traveling families, accumulates references. She broadens her consideration universe without yet comparing or choosing. This is where
SEO plays its role: if your agency publishes expert content about Brazil for families, Sophie may find you before she even thinks of looking for an agency. It’s
the discovery lever.
Week 3. Her queries change in nature. “Family Brazil trip” becomes “Brazil circuit 15 days Rio Iguazu Amazon” then “Brazil family travel agency specialist.” She compares itineraries, eliminates options, tightens her criteria. She evaluates.
Google Performance Max comes into play: automatically broadcasting your ads on all Google surfaces—Search, YouTube, Gmail, Maps, Discover and Display—it tracks Sophie as she moves across platforms and keeps your presence at every step of her thinking. It’s
the lever of coverage and repetition.
Week 6. She looks for proof. “Reviews of Brazil family travel agency,” “testimonials: Brazil circuit with kids.” She reads your Google reviews, checks your Trustpilot page, opens your About page. She wants to know to whom she will entrust two weeks of family life and a budget of 12,000 euros. According to the study “Decoding Decisions” (Google / The Behavioural Architects, 31,000 real buyers),
70% of purchase decisions are influenced by factors other than price, with social proof at the top. Your customer reviews are at this stage as important as your ads. It’s
the lever of reassurance.
Week 8. She types your exact name into Google. She already knows you, one way or another. Google Search captures this final intention with precision: it is the
decision lever, the one most directly linked to the booking. And if she had filled out a form but didn’t finish during a previous visit, a well-targeted email could have helped bring her back. It’s
the lever of the relationship over time.
“The Power of Travel 2050”, published in January 2026 by Google and Alvarez & Marsal based on billions of queries, documents this cycle:
60 to 90 days between the first search and final booking for high-value circuits.
According to Google Consumer Insights, the traveler consults an average of
38 digital sources before contacting a provider. A prospect must be exposed to a brand’s message at least 7 times before making a purchase decision (Braithwaite Communications, 2025).
Between Week 1 and Week 8, Sophie encountered several agencies. Some were present only at the final decision moment. Others had
seeded touchpoints throughout her 60 days of reflection. And it is precisely toward those agencies that she sent her quotation request.
Five levers allow you to build this presence, without starting everything at once:
Google Search and customer reviews first, Performance Max, then SEO and email, at the pace of your growth.