The challenge
Flight search is one of the most competitive spaces online. For Skyscanner, airport-to-airport and city-to-city route pages were an essential entry point for travellers, but much of the content was generic and underperforming. To stay ahead, Skyscanner needed a way to deliver useful, localised and SEO-friendly information at scale.
Our approach
TM partnered with Skyscanner to transform these high-value pages with Enigma content — unique, scalable editorial that replaced boilerplate copy with information travellers actually want. The goal was to drive organic performance, improve usability and showcase Skyscanner’s authority across global markets.
The work
Content strategy — We identified opportunities where scaled editorial could provide maximum impact, focusing on airport-to-airport, city-to-city and mixed-route pages.
Content creation & production — Our teams produced over 200,000 unique pieces of Enigma content across English-language sites, covering practical travel tips and destination highlights. Each piece delivered helpful details, such as average flight times, the most frequently booked airlines and best times to fly.
Content management — The rollout spanned 16 English-language markets, with structured workflows ensuring accuracy, consistency and ongoing updates.
Localisation — A multi-language expansion is underway, with the first two languages, German and Italian, already yielding positive uplifts. French localisation using AI has been developed in-house and delivered, and 10 more of the top global languages are currently in development.
The results
The new content produced measurable results. Skyscanner saw significant uplifts across multiple points of sale, with notable gains on key airport-to-airport pages. Engagement improved as travellers discovered more relevant, editorial-driven information directly within the booking flow.
The takeaway
What began as an SEO and usability initiative became a foundation for scaled editorial content across Skyscanner’s platform. With Enigma content live on 150,000 airport-to-airport pages, 5,600 city-to-city pages, 28,000 airport-to-city pages and 31,000 city-to-airport pages, we have worked with Skyscanner to develop the tools, workflows and localisation pipeline to continue growing Skyscanner’s visibility, engagement and performance.
Explore more case studies
We’ve been working with Tourism Media for two years, and they’ve become a genuine extension of our own teams. They’re deeply embedded in our processes, tools and day-to-day workflows, consistently acting as a trusted partner rather than a traditional agency. Their ability to collaborate, adapt and support innovative initiatives across the business has made them invaluable. Their proactive approach and willingness to go above and beyond make them a trusted partner on every project.