A marketing strategy should be flexible, actionable, and results-driven, especially in the ever-evolving world of tourism and hospitality. Enter the 90 day marketing plan: a focused roadmap designed to prioritise your efforts, adapt to changing trends, and achieve measurable goals within a three-month cycle. A 90 day marketing plan is a short-term strategy that breaks down your business goals into actionable marketing objectives over three months.
Unlike long term plans, which can feel overwhelming or static, a 90 day framework allows you to:
- Focus on immediate goals.
- Respond to seasonal opportunities or challenges.
- Adapt to new trends or changes in customer behaviour.
- Test and refine strategies without committing long-term.
Extra Benefits of a 90 Day Marketing Plan
Plus, a 90 day marketing plan offers extra benefits, including:
- Flexibility and Agility: Customer preferences, travel trends, and marketing platforms evolve quickly. Having a 90 day plan enables you to adjust your strategy as needed, whether adapting to off-season demand, responding to a new competitor, or capitalising on a local event.
- Focused Execution: You can prioritise your resources effectively instead of spreading your efforts too thin. You can channel your budget and time into campaigns that deliver the most impact.
- Seasonal Relevance: A 90 day plan ensures you align your marketing with seasonal trends such as school holidays, long weekends, or peak tourism periods while also preparing for quieter times.
- Measurable Results: 90 day plans make it easier to track performance and identify what’s working, allowing you to make data-driven, informed decisions and continuously improve your marketing efforts.
Tactics to Create and Implement Your 90 Day Marketing Plan
Creating a 90 day marketing plan isn’t rocket science. It just involves a bit of quiet time to allow for some thinking and tactical execution. So, take a few moments without interruption and follow these tips on creating your unique 90 day marketing plan, and you can’t go wrong.
Step 1: Define Your Goals
Goals provide clarity and focus. Start by identifying what you want to achieve over the next 90 days. Your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
- Increase website traffic by 20% by the end of the quarter.
- Grow your Instagram following by 500 engaged users.
- Achieve 80% occupancy during the off-season.
Step 2: Identify Key Focus Areas for 90 days
Divide each 90 days into an overarching topic. You won’t feel overwhelmed and can execute your market effectively by simply focusing on a few key areas.
Examples of topics you can focus on every 90 days:
- Website Optimisation: Improve on-page optimisation, update seasonal content, and capture sales.
- Publicity: Gain visibility through press releases, partnerships, ATDW, online listing and awards submissions.
- Bookings & Referrals: Refine your booking process and increase reviews and referral testimonials.
Tip:
Have you downloaded our 2025 Content Marketing Calendar? If you have, you will notice we have broken every three months (90 days) into a topic to help you plan your content.
- January to March – Strategy
- April to June – Digital Assets
- July to September – Publicity
- October to December – Events/Campaigns
It really is that simple!
Step 3: Get Clear on Your Target Audience
Your 90 plan should speak to the needs and preferences of your target audience, so consider the following:
- Demographics: Who are your ideal customers?
- Behaviour: Where do they spend time online? What influences their decisions?
- Pain Points: What challenges do they face, and how can your business solve them?
These areas will quickly help you with messaging, channels, and campaigns.
FURTHER READING: How to Create Your Ideal Customer Avatar
Step 4: Plan Your Campaigns
Now that you have your key focus areas and understand who you are targeting, it’s time to create your campaigns or actions for each focus area. Ideas to help you focus are:
- Website Optimisation: Add a pop-up offering a lead magnet like “Top 5 Must-See Attractions in [Destination].”
- Publicity: Pitch your story to regional newspapers or collaborate with local influencers.
- Bookings & Referrals: Run a “Book Direct and Save” promotion to encourage direct bookings.
Tip
Use a marketing calendar to schedule these activities. This ensures your campaigns are evenly spaced, well-coordinated, and achievable within your resources.
Step 5: Allocate Resources
Determine the budget, tools, and team members required to execute your plan. This might include:
- Paid advertising on Google or social media.
- An agency or freelancer to create content or manage your social accounts.
- Software for email marketing or analytics.
What to Measure in a 90 Day Marketing Plan
Tracking the proper metrics is crucial to understanding the effectiveness of your plan. Here are some key performance indicators (KPIs) to monitor:
Website Metrics
- Traffic: Monitor overall website visits and track trends over the 90 days.
- Bounce Rate: A high bounce rate may indicate issues with your landing pages or content.
- Conversions: Measure the number of bookings, inquiries, or sales generated through your site.
Social Media Metrics
- Follower Growth: Track the increase in followers on key platforms.
- Engagement Rate: Measure likes, comments, shares, and clicks to gauge audience interest.
- Reach and Impressions: Assess how far your content is spreading.
Email Marketing Metrics
- Open Rate: Indicates how compelling your subject lines and timing are.
- Click-Through Rate: Measures how many recipients are engaging with your content.
- Conversions: Track bookings or purchases made as a result of email campaigns.
Campaign Performance
- Ad ROI: Evaluate the return on investment for paid campaigns.
- Cost Per Acquisition (CPA): Understand how much it costs to acquire a new customer.
- Lead Generation: Count the number of new leads collected during the 90 days.
Customer Feedback
- Reviews and Ratings: Monitor feedback on TripAdvisor, Google, Meta (Facebook) and feedback forms.
- Net Promoter Score (NPS): Measure customer satisfaction and likelihood to recommend.
Tips for Using Your 90 Day Plan Effectively
- Stay Focused: Avoid trying to do too much at once. Focus on a few priorities and execute them well.
- Be Consistent: Follow your plan diligently, ensuring campaigns and actions are completed on schedule.
- Review Regularly: Set aside time to review progress and adjust as needed.
- Involve Your Team: Share the plan with your team and assign clear responsibilities.
- Celebrate Wins: Recognise achievements, big or small, to keep motivation high.
Wrapping it Up
A 90 day marketing plan is invaluable for tourism and hospitality businesses looking to stay competitive, adaptable, and results-driven. Focusing on short-term goals allows you to align your efforts with seasonal trends, monitor your progress, and adjust quickly to changing market conditions.
Whether you want to grow your website traffic, increase social media engagement, or boost direct bookings, a well-structured 90-day plan provides the clarity and direction you need to succeed. Remember to measure your results, celebrate your successes, and carry those learnings into your next cycle.
Start planning your next 90 days today. Your business (and customers) will thank you!
