In a world where clicks are currency and attention is earned, your ad copy can make or break campaign performance. Even in price-led travel searches, copy matters. Travellers don’t just click on the cheapest fare – they click on the ad that feels most relevant and compelling to them.
At Skyscanner, our Ads team has had a front-row seat to what works (and what doesn’t) in markets all over the globe. We’ve tested, tweaked and geeked out over countless campaigns, and one thing’s crystal clear: if you’re not experimenting with your copy, you’re leaving performance on the tarmac.
While you have instincts about what’ll land, the travel space shifts fast, and what performed well one month might fall flat the next. That’s why testing isn’t just a nice-to-have – it’s essential to allow the audience to show you what works, backing up your creative instincts with solid, real-world results.
The right words, delivered the right way, can do a lot more than rack up clicks. They can nudge someone toward booking that dream trip. So if you’re ready to take your ads from “maybe later” to “booked it”, here’s a guide to make experimentation your not-so-secret weapon.
1. Great messaging always starts with the audience
The most effective ad messaging doesn’t start with what you want to say – it starts with what your audience needs to hear. That means understanding them, tapping into their mindset, and offering something that feels both timely and valuable. Whether they’re looking for flexibility, savings or a smoother experience, your message should reflect it clearly and confidently.
At Skyscanner, we’ve seen time and again that when ads lead with genuine benefits – not vague slogans or branding fluff – performance improves. Travellers click on relevance, not rhetoric. So before writing your next ad, zoom out, think like your customer, and ask: what’s the real win for them? Because when your message matches their moment, clicks naturally follow.
Here are a few tips to get you started:
DO focus on concrete traveller benefits
Frame your ad from the traveller's point of view. The goal is to show clear value in one quick glance and zero in on what travellers really care about (price, convenience, reassurance). Always keep the tone positive and inspiring – travel is aspirational, so encourage the click with upbeat language like ‘Discover’, ‘Enjoy’, ‘Explore’.
DON'T overload or mislead
Trying to cram every offer or perk into a single ad might seem efficient, but it usually backfires. Overcrowded messaging dilutes clarity and impact. Stick to one or two main benefits in the headline, and one strong supporting point in the body copy. And whatever you do, keep it honest – if the discount has restrictions or the “free” option has fine print, make that clear. Misleading copy might win a short-term click, but it can damage trust and hurt long-term performance.
DO maintain brand credibility
While traveller benefits should lead, trust still matters. Reinforce credibility by pairing your offer with subtle signals like 'Official Site’ or an award badge (‘Skytrax Best Airline 2023’). These details are most effective when woven into the value proposition – for instance, “Official Site – Earn 2X Miles Today” is stronger than simply stating “We’ve won awards”. Consistency with your brand tone is key. If your brand focuses on premium service, a line like “Luxury meets value – Save 15% on Business Class” helps convey both offer and identity in one breath.
DON'T use empty slogans or vague claims
Generic lines like “Experience the Difference” or “Fly the Future” might sound polished, but they often say very little. Travellers are skimming dozens of listings at once – if your copy doesn’t clearly show a tangible advantage (like price, flexibility, or perks), it’s unlikely to stand out. Even strong brands need to compete on clear value in search results. Don’t rely on your name alone to carry the message – spell out the win for the traveller.
DO tailor copy to context and audience
Your copy should adapt based on where it’s appearing and who it’s speaking to. What really increases relevance is referencing the route (“Fly London to New York”), inserting real-time fares, and highlighting seasonality.
DON'T repeat the same info in headline and body
Every line of your ad copy should add value. Use the description to complement the headline with another attractive aspect, rather than restating it. For instance, if your title says “No Fees + 10% Off Fares”, the body might add “Plus, enjoy free lounge access this month”. Use every character to communicate something new or reinforce the call-to-action (e.g. “Limited seats, book now” in the description if the headline focused on the discount).
2. Focus on what travellers want
Before a traveller even thinks about clicking, they’re scanning for one thing: what’s in it for me? That’s why your ad needs to lead with the good stuff – the benefits that solve their problems, spark their curiosity or save them money.
Whether it’s a limited-time fare, a flexible booking perk or the promise of points galore, putting your value proposition front and centre is what turns casual browsers into eager bookers. Let’s break down the top-performing messages that consistently earn attention (and clicks).
Low fares and discounts
Price is still the undisputed champion of getting clicks. Ads that feature low fares, limited-time discounts or special promos (“Flights from £49 – Summer Sale 20% Off”) are the most important factors for flight bookings and will instantly draw the deal-seekers.
Flexible booking (free cancellations or changes)
Flexibility has become a close second priority in the post-pandemic era. About 35% of travellers prefer options with flexible cancellation policies when booking. An ad highlighting “Free Cancellation” or “No Change Fees” can significantly boost clicks from risk-averse shoppers.
Included perks (baggage, upgrades, or onboard amenities)
Ads that communicate extra value at no extra cost continue to perform well with perks that save travellers money or enhance comfort like “2 Free Checked Bags”, “Free Wi-Fi & Meals on board” or “Extra Legroom Included”. While perks aren’t as critical as price, they address pain points (baggage fees, etc.) and can tip the scales in your favour, especially if competitors in the search results don’t include them.
Loyalty rewards (miles and points offers)
Frequent flyer perks aren’t just a nice-to-have, they’re a real motivator for a big chunk of travellers, with around 60% saying they prefer booking with brands that help them maximise their loyalty points. So, make those miles work harder. Highlight rewards in your copy and pair them with another benefit to really seal the deal. Think: “Earn 5,000 Bonus Miles + 20% Off Fares” or “Double Points This Month on Direct Routes.” When rewards come bundled with value, your ad speaks to both the deal-hunter and the loyal flyer.
Flexible payment plans (Buy Now, Pay Later)
Buy Now, Pay Later is gaining traction, especially with Gen Z and budget-conscious travellers. 21% of U.S. travellers say they’ll use BNPL in 2025. Copy like “Book now, pay later” signals accessibility and eases hesitation.
3. Localise your message for maximum impact
Traveller preferences aren’t one-size-fits-all across regions. Consider seasonal or regional nuances (promote a ski baggage perk in winter ads for Alpine routes, mention Lunar New Year travel deals in APAC campaigns, etc.). All these tactics help the ad feel more personally targeted, which builds interest and trust. While value messaging is universally important, the emphasis can differ by market:
United States
American consumers often have robust loyalty programme engagement, but lately they remain highly cost-conscious and less loyal to one carrier if a better deal appears. To win clicks in the US, lead with savings or unique value (e.g. no fees, special upgrade) in your copy. Also consider mentioning flexible payments, as nearly 1 in 5 Americans plan to use BNPL for travel – a nod to budget flexibility that can set your ad apart.
Overall, combine the promise of a good deal with assurances of a smooth experience (e.g. “Fly Nonstop & Save $50”). Reliability and trust cues (official site, award ratings) can bolster the message but should be secondary to the core offer.
EMEA
European travellers are adventurous – 70% plan to spend more to explore new places – but they want to know they’re getting a fair deal. Copy that emphasises “no hidden fees, flexible tickets” and mentions any trust markers (like ATOL protection for packages) can build confidence and earn the click. In short, clarity and credibility are key in the Europe: present the compelling offer and assure them of what they’re getting. Localise spelling/phrasing for the UK audience (e.g. “holiday” vs “vacation”) to increase relevance.
Asia Pacific
In APAC, a bigger bold offer will usually beat a subtle brand message for earning that click. Travellers in APAC are extremely deal-focused so it’s critical to use value-conscious messaging such as promotions, sales and clear savings. They also appreciate localised content and language, so it’s critical for airlines to ensure ad copy is both translated and tailored to the local culture.
Highlight benefits that resonate locally (for instance, instalment payment options and loyalty programmes are big in markets like Japan or Singapore). Practical perks like baggage inclusion or safety also perform well, particularly in markets saturated by low-cost carrier competition where you can stand out by highlighting your full-service with “Free Meals & Bags – No Surprises” to capture attention.
4. Run A/B tests to find what really works
In performance marketing, there’s no one-size-fits-all formula. A/B testing gives you the insights to develop best practices that truly work for your brand. Testing your ad copy is one of the most effective ways to learn what resonates with your audience. But to get meaningful, reliable insights, you’ll need a structured approach. Here’s how to do it right:
- Start with a clear hypothesis: Define what you want to test and why, whether you’re aiming to increase clicks with a stronger CTA or testing whether value-led messaging performs better than brand-led language. Your hypothesis should align with a clear objective, such as improving click-through rate or driving more conversions.
- Test one change at a time: Create at least two variations of your ad, changing only a single element such as the headline, CTA, body text, etc. Testing one variable at a time allows you to isolate what’s really driving the difference in performance.
- Split the audience: Divide your audience into two evenly balanced groups and each group will only see one variation of the ad to ensure the results reflect the impact of the copy, not audience differences.
- Allocate time and budget properly: Make sure your test runs long enough, typically at least 7 days, and reaches enough users to achieve significant results. External factors like seasonality, bids or competitor activity can skew results, so allow time for patterns to stabilise.
- Measure and compare the right metrics: Track key metrics that align with your original goal: impressions, clicks, conversions, cost-per-click (CPC), and return on ad spend (ROAS). The goal is to identify the variation that clearly outperforms the other based on your defined objective.
- Refine and repeat: Once your test concludes, identify the winning variation – and then iterate. A/B testing isn’t a one-off task; it’s an ongoing optimisation process. Use your learnings to refine future ad copy, continuously improving how you speak to travellers across markets and campaigns.
Final words
At Skyscanner, we believe that great performance starts with smart experimentation. That’s why Skyscanner Ads Manager includes built-in capabilities for running A/B tests, making it simple to measure and compare the effectiveness of different ad copy variations in real time.
If you’re a Skyscanner Ads partner and looking to unlock better results through thoughtful testing and optimisation, our team is here to help. We’ll work with you to craft hypotheses, set up meaningful experiments and interpret the results so every campaign gets smarter, sharper and more impactful.
Get in touch with your Commercial Manager to explore how experimentation can elevate your next campaign.
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