Two websites, thousands of properties, real destinations — and today no traffic source, no way to capture an interested visitor, and no way to measure whether anything is working.
We went through both sites, eight competitors, the advertising market and the rules that govern what you can legally sell. Here is what we found and what we would do about it.
The point: these are not one business with two websites. Different customers, different seasons, different competitors. From here on we treat them separately, because a single plan for both is a plan that fits neither.
Our approach: sell accommodation into Denmark and Norway first, where the demand already exists and no licence is needed. Build the UK audience in parallel, while the advertising auction there is still empty.
Our approach: fix the basics first — this site has no page descriptions, no social previews and no working consent banner. Then lead with Spain and Greece, which are three to four times bigger for Norwegian travellers than the Turkey and Cyprus you currently feature.
The two businesses travel in opposite seasons, which reads like a natural hedge. Booking is where it gets interesting.
January is the peak booking month for both — the tail of ski and the absolute peak of sun. January is also the most expensive advertising month of the year. Run separately, the two sites will bid against each other for the same family. Run as one campaign, that becomes the advantage described further down.
Sources: ten years of quarterly reports from the listed operator that owns Trysil and Hemsedal; Norwegian and Danish operator seasonality.
The point: none of these is a strategy problem. They are three specific, fixable faults — and until they are fixed, money spent on advertising mostly evaporates.
Neither site has an advertising pixel. No retargeting, no lookalike audiences, and no way to prove a booking came from an ad.
All eight competitors we checked have one.
No newsletter, no guide, no price alert — on either site. Every visitor who isn't ready to book today is lost permanently.
Five of eight competitors pay £25–£100 for an email address.
Typing a destination returns a server error on both sites. The visitor sees an empty panel with no explanation and no way forward.
It is the first thing every visitor touches. Your platform vendor needs to fix it.
The order matters. The search box is your vendor's to fix and should start today. Everything else we can begin without waiting for them — which is the whole design of the plan below.
Search. Typing into the destination field sends one request per keystroke to /component/es/hdestz-search.php. Every one returns HTTP 500 with an empty body. Confirmed on both domains, on separate days, typing real destinations. Same path on both sites, so a single fix likely repairs both.
Measurement. Analytics is hardcoded into the page template with no tag container, so every future change is a vendor ticket. Installing a container takes about half an hour and removes that dependency permanently.
cluballinclusive.com. No page description, no canonical tag, no social preview tags at all, and the cookie banner does not load on the live domain while analytics still runs. The footer "Follow us" links point at your software vendor's website rather than your own profiles.
nordicalps.com. Social preview tags exist but the title is empty and there is no image, so every share on WhatsApp or Facebook appears as a bare link. Hotel pages return an empty document to search engines that don't run JavaScript.
Full findings and screenshots available on request. Most of this sits with your platform vendor; the items we can fix on our own infrastructure are marked in the plan.
The point: your deck launches in the United Kingdom. It is the slowest and most expensive of your four markets, and it needs a licence. Three others are open to you right now.
| Market | Can you sell packages today? | Size for Nordic ski |
|---|---|---|
| Denmark | Yes — with one Norwegian registration | 24% of the region's largest operator |
| Germany | Yes — same registration | 3% |
| Netherlands | Yes — same registration | ~1% |
| United Kingdom | No — needs a UK licence, 4–6 months | 3% |
One Norwegian travel-guarantee registration opens the Netherlands, Germany and Denmark for full packages. No local licence, no separate fund in each country. The UK is a separate corporate project, and it should be decided later on evidence rather than now on ambition.
Meanwhile you can sell accommodation on its own to anyone, anywhere, today — no licence required. That is how the UK audience gets built while the expensive decision waits.
Selling a flight together with accommodation to a UK consumer requires a licence from the UK aviation regulator. Departing from Oslo rather than London does not avoid it: the regulator applies the rule to companies established outside the UK that advertise and sell to UK consumers, regardless of where the flight departs.
The 24-hour workaround still quoted around the industry was repealed in 2018, and the 2026 reform widens the definition rather than narrowing it.
The European side works differently, and in your favour: the obligation follows your country of establishment, and other countries recognise it. German and Danish law say so explicitly. As a Norwegian company, one registration at home covers you across those markets.
This is research to size a decision, not legal advice. Before selling a package to a UK consumer you need written confirmation from a specialist adviser.
One scheduling constraint. The Norwegian guarantee fund does not allow packages to be advertised before your registration is confirmed. So the first campaigns sell accommodation, and package campaigns are built and held until the paperwork clears.
The point: in February, Nordic families choose between a ski week and a sun week. You are the only company in this market that sells both — and today you capture neither search.
The Nordic February school holiday is at once the busiest ski week of the year and a peak week for sun travel. A survey this February found 55% of Norwegians stay home that week; of those who travel, Spain and the Canaries lead.
So the family sitting down in January is making a single decision with two possible answers. Your competitors can only answer one of them.
The point: most of the audit you already have needs changes to software you don't own. We build the marketing layer on infrastructure we control, and hand visitors to your booking system ready to book.
We are not rebuilding your booking system. We hand it a visitor who already knows where and when they want to go.
We need exactly one thing from your platform vendor — a tag container, about thirty minutes of their time. After that we are out of their queue.
The point: our published subscriptions sell AI agents to businesses that already have customers arriving. You have the opposite problem. So the agents come included with this engagement rather than as a separate subscription — you don't pay twice.
Agents from the Futurmotion catalog are assigned to your account and work alongside the demand engine. Which ones depends on your package:
Tracks attribution and campaign performance, and shows what is actually working.
Qualifies enquiries, books them, and follows up for 30 days so captured emails don't go cold.
Consolidates what the team does into a daily brief and a weekly report. You can rename it.
Writes posts, emails and pages in every language your markets speak.
Directs NOVA and TRACE, and owns the numbers: click rate, cost per lead, return on ad spend.
Answers WhatsApp and calls around the clock — including the 22:00 question that decides a booking.
Confirms every booking and sends reminders, cutting no-shows by up to 60%.
Guides the guest from booking to arrival — where the next booking is won or lost.
One dashboard across both properties. The only way to see the two businesses as one.
Our public tiers (€49 / €199 / €499 per month) sell agents to businesses that already have traffic and want help handling it. They are priced by messages and voice minutes, because that is what varies for those businesses.
Yours is the opposite situation: the agents are ready, the customers are not arriving yet. A €199 subscription would give you a very capable agent with nobody to talk to.
So this engagement builds the demand first and bundles the agent subscription into it. The Growth package includes the equivalent of our published Pro tier, at no additional subscription.
If you want only the agents and not the demand work, that is a legitimate and much cheaper purchase — the published tiers are self-serve on our website. We think it is the wrong fix for your actual problem, but we would rather say so than sell you the larger package.
The point: your content is competently made. It has no destination, no measurement and no quality check — so ten videos have earned 39 views between them, and not one post links back to your site.
Every frame above was reviewed by a person before it reached this page: terrain that reads Scandinavian rather than Alpine, no text baked into the image, no logos, no faces.
That check matters. On a previous engagement, unreviewed AI output shipped with a misapplied logo, a misspelled brand name and a product the client did not sell. One of your own live pieces currently advertises a tropical island for a Mediterranean catalogue, and your watermark is cropped by the edge of the frame.
The point: advertising budget is separate and never passes through us. You pay the platforms directly and we take no percentage of your spend, so our incentive stays on results rather than volume.
Suggested starting advertising budget: €4,000–6,000 per month for one market, scaling as results justify it. Paid by you, directly to the platforms.
If measurement isn't live and verified within 30 days of your vendor granting access, that month isn't invoiced.
Every figure we report traces to a source you can open yourself, in your own accounts.
Pages, content, list, ad account, creative files — in your name from day one. If you leave, it stays with you.
The deck sells flights, transfers and experiences bundled together. The live site sells accommodation. Closing that gap deliberately is better than a customer discovering it.
At least one operator already sells packages into seven Norwegian resorts, with UK pricing and full financial protection. They are not advertising Norway right now — that is your opening — but they could.
You hold substantially more Austrian properties than Norwegian ones, and there is an Austrian resort page inside a brand called Nordic Alps. Either the brand or the inventory has to give.
Your competitors lead with decades of history and thousands of verified reviews. Until you have some form of proof, price is the only argument left — and it is the one you are least able to win.
The security warning on your booking pages, the blank Trysil page and the checkout friction all live in your vendor's code. We can measure them and push for them; we cannot ship them.
Your deck commits to 4–6× on advertising spend. We will not repeat that back to you as a promise. Until the measurement exists, any such number is a guess.
One free improvement, whether or not we work together. On your own membership screen, a €2,712 booking drops to €2,522 for members — €190 saved by a €39 membership, which pays for itself nearly five times over on that single booking. The numbers are already on the page. Nothing tells the visitor. That is one sentence of copy.
Which website goes first, and which package.
Everything else — the vendor fix, the registration, the first campaigns — we can put in motion in the first week.