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Set up your conversion tracking properly to make sure that you are tracking the value of those that are directly booking and the form fills. For the form fills, set up offline conversion tracking to upload the value of those tours that went through and didn’t ghost or back off.
For the campaign set up, depending on your budget, focus on high intent keywords. Make sure that you are putting in your negative keywords daily. The keywords themselves, you can use phrase and exact match if they give you good search results and if not use broad but with a HEAVY oversight on keywords.
If your budget allows you can set up a funnel for lower intent buyers to nurture them in a lead funnel using email or running PPC to a email capture/lead magnet. But those are for future travelers or bookers. I would focus on those low intent
