Adido – small but oh so mighty

Back in 2003, Adido co-founders Andy Headington and Alex Othold were just fresh-faced Bournemouth graduates with a pocket full of dreams rather than a wallet full of cash. But 22 years on and numerous storms weathered (recessions, a global pandemic and more Google updates than we’d care to count), Alex and Andy now lead a team of 16 across SEO, PPC, strategy, content, analytics and development.

Adido share their small and mighty approach that sees them nominated for the UK Agency Awards.

What’s been keeping Adido busy? Quite a lot, actually.

In the last couple of years, we’ve predominantly focused on becoming the go-to digital marketing agency for the travel industry. We’ve published 96 original articles across our blog and LinkedIn – covering everything from the rise of AI in travel and the ‘White Lotus Effect’, to SEO for video content and even touched upon ‘Swiftonomics’ (the term coined to describe the economic impact of Taylor Swift and wherever she tours).

That’s alongside 28 original articles published in top travel trade publications such as Travel Weekly, TTG and Travolution.

Not bad going – but what about your client work?

Well, we’re glad you asked.

Let’s start with SPL Villas. We stepped in to help this luxury villa holiday company recover from a messy site migration and a suspended Google Ads account. After reinstating their ad account and building a custom GA4 tracking solution, we also improved underperforming campaigns, rolled out high-intent landing pages and led a six-month content strategy targeting key holiday destinations. The YoY result? Ranking improvement of 69 to 61, core traffic up from 415k to 1 million and blog impressions up from 4.5k to 12.1k.

“Partnering with Adido has been transformative for SPL Villas. Adido didn’t just optimise individual marketing channels, they helped us take a holistic view of our digital marketing and e-commerce efforts, ensuring everything worked together to drive tangible business results. One of the most impactful changes was the enhancement to our website check-out funnel, including the addition of flight-booking functionality and improved filters. These updates contributed to a 75% increase in total bookings in October and a 50% MoM growth in trade sales. Their approach has helped fuel the 5x YoY growth that has kicked off 2025. Adido are innovative, results-driven, and always willing to go the extra mile.”
Laura Ingeri, General Manager, SPL Villas

Then there’s the rebrand and site migration project we delivered for South America holiday specialists Latin Routes, supporting their team with SEO, content and analytics support under tight time and budget constraints. With no current SEO strategy in place, the stakes were high. But through close collaboration and strategic foresight, we migrated 120 pages, refreshed 20 priority pages and built an effective redirect map to protect online visibility. We also optimised the new CMS setup and provided tracking and consent tooling. All this resulted in a successful launch with stronger UX and much improved search performance.

Canadian Affair, the UK tour operator specialising in travel to Canada, partnered with us to rebuild their digital presence from the ground up. We tackled UX, design, development, SEO and tracking in a phased approach that modernised the user journey. This resulted in an increase in revenue per visit from £1.30 to £1.60, an uptick in ‘Contact us’ conversions of 53% and a 20% reduction in internal website management time, saving hours a week. Our work for this client also saw us shortlisted for a highly prestigious Travel Marketing Award earlier this year.

“The Adido team felt like an extension of our own; we quickly established an open and honest relationship and they weren’t afraid to question some of our ideas which is exactly the type of agency we were looking for… they also collaborated well with the wider CA team as well as the other third party agencies we have on board. Thanks Team Adido!”
Nick Talbot, Head of Marketing, Canadian Affair

These examples are just a sample of what we’ve achieved in a very busy year.

Beyond results, we’re proud of doing things ‘the Adido way’

This may be stating the obvious, but the values we hold dear – curiosity, commercial thinking and care – can and do go a long way. A lot of agencies talk the talk, but we always strive to ensure we walk the walk too. We’re lucky to work with brilliant clients who trust us, and we like to think that trust is reflected in the £100,000+ in referrals we’ve passed on to our tech and travel partners.

A big focus recently has been positioning our CEO, Andy, front and centre as a leading presenter and keynote speaker in the travel sector. From speaking at national conferences and events organised by leading travel bodies like ABTA, CLIA and SPAA, to hosting workshops and webinars, his efforts have opened new doors for Adido – including one leading to The Globus Family of Brands, which has been one of our biggest wins to date.

And yes, we’ve been keeping an eye on AI too.

Like everyone else, we’re testing, critiquing and learning all about AI, paying attention to what lies ahead as the tech evolves at breakneck speed. We know it’s here to stay and we’re already helping our clients prepare for this seismic shift in the search landscape. That said, we don’t fall for hyperbole and histrionics – and we made the decision early on not to use AI to churn out bland content just for the sake of it. We still believe original thinking and genuine insight trumps anything the likes of ChatGPT and co can produce. After all, if we don’t have confidence in our own content, why should our audience?

Shortlisted for a UK Agency Award? Aw shucks…

Without coming over all misty-eyed, this is a big, big deal for all of us at Adido. For a team of our size, it’s recognition of how we put our heart and soul into everything we do. Late nights spent trouble-shooting technical issues for clients, hours and hours of pouring over data, testing, experimenting, deep-diving into the minutiae – we never stop until the job is done.

But more than anything, it’s a testament to the brilliant, inquisitive and unashamedly geeky group of experts who make up Adido.

We might not always shout the loudest, but when we do get a chance to blow our own trumpet, we’re happy to go full-on brass band.

Head over to our website and find out more about the great stuff we get up to at Adido or follow us on LinkedIn!