CASE STUDY · TRAVEL RETAIL
Turning a difficult migration into destination authority and commercial results
Holiday Hypermarket · TUI Group · Authority content and SEO strategy
Client
Holiday Hypermarket (TUI Group)
Sector
Travel retail
PROGRAMME
18-month authority content and SEO
CONTENT
815+ authority assets produced
The challenge
Following a significant website migration, Holiday Hypermarket experienced a sharp decline in organic search visibility with a direct negative impact on revenue and sales. The instinct in this situation is to treat it as a technical problem. Nurtura treated it as an authority opportunity.
Technical recovery restores what was lost. Authority content builds something new that compounds over time and is difficult for competitors to replicate. Both were required. The results reflect the combination.
THE NURTURA APPROACH
What Nurtura did
Nurtura delivered multiple workstreams simultaneously across a sustained 18-month engagement. The technical work and the content work were treated as a single integrated effort — because search authority is built by both.
The content strategy was built on a clear principle: Holiday Hypermarket should not just rank for destination searches. It should be the most useful, most credible resource a traveller encounters when researching where to go. That is what drives durable commercial performance, not temporary ranking improvements.
Technical
→
6,000+ page titles and meta descriptions updated
→
4,800 internal links added
→
135 technical errors and 80 broken links resolved
Content
→
335 content hub pages
→
270 destination articles
→
170 keyword-driven blog posts
→
40 outreach articles
83%
Rise in organic revenue
Direct commercial return from organic search
180%
SEO visibility increase
36,232 point rise on SearchMetrics
59%
Year-on-year organic traffic
Sustained growth across the full domain
11×
Blog traffic growth
From 5,000 to 55,000+ monthly sessions
IN THEIR WORDS
Nurtura has consistently impressed me with their commitment and dedication to achieving the best possible results for our brand. They understand that return on investment relates to figures on the bottom line — and not some transient social media metric.
Ian Crawford
Brand Manager, Holiday Hypermarket