Another exciting new year in tourism is now upon us! And for the savvy business owners & marketers, conducting a thorough yearly marketing review is a priority. By evaluating last year’s marketing tactics and benchmarking our position, we can ensure we are ready to hit the ground running for 2026.
Why Make Time to Review Your 2025 Marketing
Reviewing your 2025 marketing performance is essential to planning for future success. By undertaking a Marketing Review, you can discover what captured your visitors’ hearts and what missed the mark, enabling you to refine and enhance your marketing strategies moving forward.
By understanding what to review and how to measure success, you can develop data-driven strategies and be empowered to make informed decisions and steer your business towards success.
So What Should I Be Reviewing?
This is THE million-dollar question we get asked each year, so here is a quick guide to reviewing and benchmarking your tourism marketing efforts. It’s a behemoth task, so just break it down into chunk-sized bites.
1) Website
Your website is your hardest-working team member. It is available 24/7 to drive bookings, sales, and newsletter sign-ups and to build trust with potential customers. A well-performing website is critical for regional tourism businesses to convert online visitors into real-life guests.
Tools to Use
- Google Analytics: Use to track traffic, bounce rates, and conversions.
- Google Search Console: To monitor search performance and technical issues.
- SEMRUSH, Hotjar, or Similar Tools: These tools are used to gain insights into user behaviour through heatmaps, reports, and session recordings.
What to Measure
- Traffic Sources: Determine where your visitors are coming from (e.g., search engines, social media, email marketing campaigns, direct traffic).
- Bounce Rate: Evaluate how quickly users leave your site without engaging.
- Conversion Rates: Identify which pages drive bookings, enquiries, or newsletter sign-ups.
- User Engagement: Analyse popular pages, average time on site, and click-through rates.
- Mobile Usability: Ensure your site is mobile-friendly, as many travellers research trips on mobile devices.
- Loading Speed: A slow website can deter visitors, especially those with limited connectivity in regional areas.
Example
If your website experienced a surge in traffic during the school holidays, analyse what drove the spike. Did you run a specific promotion, post engaging content on socials, or get featured in a travel blog? Use this insight to replicate successful tactics for future campaigns.
Why a Professional Website Audit Might Be Appropriate
Sometimes, a deeper dive into your website’s performance is necessary.
Contact us if you want a comprehensive website audit.
2) Social Media Presence
Social media is one of the most dynamic tools in your marketing arsenal. It helps you connect with your audience, build brand awareness, and drive engagement. For regional tourism businesses, platforms like Facebook and Instagram are invaluable for showcasing experiences, reaching new audiences, and engaging past visitors. Regularly reviewing your social media performance ensures that your content resonates with your audience and delivers results. However, note that social media trends evolve quickly; what worked last year may not work this year.
Tools to Use
- Platform Insights (Facebook, Instagram, etc.): Analyse engagement, reach, and follower growth.
- Scheduling Tools (e.g., Meta Business Suite, Hootsuite): Review post performance and platform trends.
- Google Analytics: Track referral traffic from social media to your website.
What to Measure
- Engagement Rates: Identify which posts generated the most likes, comments, and shares.
- Reach and Impressions: Determine how many people saw your content and how often.
- Follower Growth: Track how your audience size has grown over the year.
- Referral Traffic: Assess how much traffic your social media drives to your website.
- Content Performance: Review which types of posts (e.g., videos, reels, photos) perform best.
- Ad Performance: If you’ve run paid campaigns, analyse ROI, click-through rates, and conversions.
Example
If your Instagram reels consistently outperform static posts, it’s a clear indicator to focus more on creating video content. Similarly, if a specific campaign generated high engagement, consider how to replicate its success for future promotions.
3) Email Marketing
Email marketing still remains one of the most powerful tools for nurturing relationships, driving repeat business, and converting leads into bookings. For regional tourism businesses, email allows you to stay in touch with past guests, share special promotions, and highlight new experiences. Regularly reviewing your email marketing efforts ensures your campaigns perform well and deliver measurable results.
FURTHER READING: Our Email Marketing Resources
Tools to Use
- Email Marketing Platforms (e.g., Mailchimp, ActiveCampaign, Klaviyo): Analyse campaign performance metrics such as open rates, click-through rates, and conversions.
- Google Analytics: Track website traffic generated by email campaigns.
- A/B Testing Tools: Test different subject lines, designs, or calls to action for better performance.
What to Measure
- Open Rates: Are your subject lines engaging enough for recipients to open your emails?
- Click-Through Rates (CTR): Determine if your content and CTAs are compelling enough to drive clicks.
- Conversion Rates: Track how many recipients completed a desired action, such as booking or signing up for an event.
- List Growth: Monitor how your subscriber base has grown or declined over the year.
- Unsubscribe Rates: Understand why recipients might be leaving your list.
- Engagement Segments: Review which segments of your audience (e.g., past guests, new leads) are most engaged.
Example
Suppose a holiday promotion email had a high open rate but a low Click Through Rate (CTR). This may indicate that the subject line was strong, but the content or Call to Action (CTA) didn’t resonate. Use this insight to test new formats or offers for future campaigns.
4) Online Listings
Online listings are critical touchpoints in your marketing strategy, ensuring your business is discoverable by potential visitors across key platforms. Listings like the Australian Tourism Data Warehouse (ATDW) and Google Business Profile (GBP) are essential for driving traffic, increasing visibility, and providing accurate, up-to-date information about your tourism business.
Tools to Use
- ATDW Dashboard: Update your listing and monitor distribution across partner sites.
- Google Business Profile Manager: Manage and analyse your GBP listing’s performance.
- Third-Party Listings: Platforms like TripAdvisor, Booking.com, and niche tourism sites specific to your region (e.g., regional tourism boards).
ATDW – Australian Tourism Data Warehouse – Use it or lose out!
What to Measure
- Accuracy of Information: Ensure all details (e.g., contact information, business hours, pricing) are current and consistent across platforms.
- Engagement Metrics: For platforms like GBP, measure clicks, calls, website visits, and direction requests.
- Content Quality: Review photos, descriptions, and keywords to ensure they reflect your brand and offerings effectively.
- Customer Reviews: Analyse the quantity and quality of reviews on GBP, TripAdvisor, and other platforms.
- Traffic Referrals: Track how much website traffic and inquiries come from specific listings.
5) Print Marketing
Print marketing remains a valuable tool for regional tourism businesses, providing tangible materials that travellers can take and refer back to. Brochures, flyers, and other print collateral help showcase your offerings and drive visitors to take action, such as visiting your website, making a booking, or contacting your business directly. Reviewing your print marketing ensures it stays aligned with your brand and delivers results.
Tools to Use
- Distribution Data: Track where and how your materials are distributed (e.g., visitor centres, events, accommodations).
- QR Codes and Tracking Links: Measure how often printed materials lead to website visits or inquiries.
- Customer Feedback: Gather insights on what customers found helpful or engaging in your print materials.
What to Measure
- Design and Messaging: Is the design eye-catching and aligned with your brand? Does the messaging clearly communicate your offerings?
- Call-to-Action (CTA): Are your CTAs (e.g., “Book Now,” “Visit Our Website”) driving measurable actions?
- Distribution Impact: Are your materials reaching the right audience in the right locations?
- ROI: Compare the cost of printing and distribution to the revenue or enquiries generated.
- Digital Integration: Do QR codes or short links effectively direct users to your website?
6) Public Relations
Public relations (PR) and media coverage are essential for building brand awareness and credibility in the tourism industry. A well-executed PR strategy can generate valuable exposure, position your business as a leader in the regional tourism space, and drive website traffic. Reviewing your PR and media efforts helps you understand what worked and what didn’t and how to refine your approach for a more significant impact.
FURTHER READING: Public Relations for Tourism: Crafting Your Unique Strategy
Tools to Use
- Media Monitoring Services (e.g., Google Alerts, Talkwalker Alerts): Track mentions of your business across news outlets, blogs, and social media.
- Website Analytics: Analyse referral traffic from media placements.
- PR Reports: Review data on press release distribution and pickup rates.
- Sentiment Analysis Tools: Gauge public and journalist sentiment toward your coverage.
What to Measure
- Quantity of Coverage: How many media placements did you achieve?
- Quality of Coverage: Assess the prominence of your mentions (e.g., feature articles, headlines) and the credibility of the outlets.
- Message Resonance: Identify the key messages or stories that resonated most with journalists and readers.
- Impact on Traffic and Bookings: Measure the website visits, enquiries, or bookings generated from media coverage.
- Relationship Strength: Evaluate your connections with journalists and media outlets. Are they strong enough to secure future coverage?
Example
If a press release about a new tourist attraction received widespread coverage, analyse the elements that contributed to its success, such as a compelling story angle, strong visuals, or well-targeted media outreach. Use these insights to replicate similar success with future announcements or events.
7) Paid Advertising
Paid advertising plays a crucial role in reaching new audiences, driving bookings, and increasing brand awareness. From digital platforms like Google Ads and Meta Adverts (Facebook and Instagram) to traditional media such as billboards, radio, magazines, and newspapers, an effective paid advertising strategy requires regular review to ensure your investment delivers strong results.
Tools to Use
- Google Ads Manager: Analyse performance metrics like impressions, click-through rates, and conversions.
- Meta Ads Manager: Review ad engagement, audience reach, and campaign ROI.
- Analytics Tools: Use tools like Google Analytics to track traffic and conversions generated by your ads.
- Media Kits from Traditional Outlets: Assess audience demographics, reach, and pricing for print, radio, and TV advertising.
What to Measure
- ROI and Cost-Per-Click (CPC): Evaluate the return on your advertising spend and the efficiency of your campaigns.
- Audience Targeting: Analyse the effectiveness of your targeting in reaching the right audience segments.
- Engagement Metrics: For digital ads, measure clicks, impressions, and engagement rates. For traditional media, track inquiry spikes during and after campaigns.
- Message Resonance: Assess whether the ad copy, visuals, and offers resonate with your audience.
- Channel Effectiveness: Compare the performance of different platforms (e.g., Google vs. Meta, radio vs. magazine) to determine which drives the best results.
If a Google Ads campaign promoting your winter getaway packages achieved a high conversion rate, analyse what contributed to its success. Was it the keyword targeting, ad copy, or landing page design? Conversely, if a print magazine ad fails to generate enquiries, consider whether the publication’s audience fits your offering.
8) Partnerships and Collaborations
Partnerships and collaborations are invaluable for regional tourism, helping you reach new audiences, build credibility, and strengthen your brand through aligned efforts. Whether you’re working with influencers, bloggers, or other tourism-related businesses, reviewing the success of these collaborations ensures they deliver value and align with your long-term goals.
Tools to Use
- Social Media Insights: Measure engagement and follower growth from influencer campaigns.
- Affiliate and Referral Tracking Tools: Evaluate website traffic and bookings driven by partnerships.
- Surveys and Feedback: Gather insights from your audience on the perceived value of partnerships or campaigns.
What to Measure
- Reach and Engagement: Assess the social media reach, likes, shares, comments, and clicks generated by collaborations.
- ROI: Compare the cost of the partnership to the revenue, bookings, or brand exposure it generated.
- Audience Alignment: Evaluate whether the partner’s audience aligns with your target market in terms of demographics and interests.
- Brand Values: Ensure the partnership reflects your business’s values and enhances your reputation.
- Repeat Opportunities: Determine if the collaboration has long-term potential or could expand into other areas.
Example
If collaborating with an influencer significantly increased your social media followers and website traffic, analyse what made the partnership successful. Was it the type of content created, the influencer’s engagement with their audience, or the timing of the campaign? Use these insights to guide future collaborations and replicate success.
9) Customer Feedback
Customer feedback is a cornerstone of success in the tourism industry, offering critical insights into what your guests value most and where there’s room for improvement. Understanding guest experiences is key to refining services, meeting customer expectations, and building long-term loyalty for a regional tourism business like a caravan park or accommodation provider. You can create memorable experiences that inspire repeat visits and positive word-of-mouth recommendations by actively collecting, analysing, and acting on feedback.
Why Customer Feedback is Extra Important
- Enhances Guest Experience: Feedback helps you identify what guests love and where you can improve, ensuring every visitor has a positive stay.
- Drives Revenue: Happy customers are more likely to book again, recommend your business to others, and leave glowing reviews.
- Reputation Management: Addressing issues quickly and transparently shows you care about your guests, which strengthens your brand reputation.
- Informs Marketing Strategy: Feedback highlights the key aspects of your business that resonate with guests, allowing you to tailor marketing messages accordingly.
- Supports Continuous Improvement: Customer insights can guide decisions on amenities, services, and operational changes to stay competitive.
Tools to Use
- Global Review Index (GRI) via ReviewPro: The GRI consolidates online reviews from multiple platforms into a single score, providing a comprehensive view of your business’s reputation. Use it to track overall satisfaction, benchmark against competitors, and identify trends over time.
- Online Review Platforms: Monitor reviews on Google, TripAdvisor, and Booking.com to gather direct feedback from guests.
- Surveys: Use post-stay surveys to collect detailed, actionable insights. Tools like email survey templates from your booking platform work well.
- Social Listening Tools: Tools like Hootsuite can track mentions of your business on social media, providing unfiltered guest opinions.
How to Use Customer Feedback
- Analyse Trends: Use the GRI score to identify recurring themes in guest reviews, such as praise for cleanliness or complaints about check-in processes.
- Prioritise Improvements: Focus on the areas with the most significant impact on guest satisfaction, such as upgrading facilities, improving communication, or offering additional services.
- Tailor Guest Experiences: If reviews highlight a preference for pet-friendly facilities or family-focused activities, consider introducing or enhancing these offerings.
- Celebrate Successes: Share positive feedback in your marketing efforts, like testimonials on your website or social media. Highlighting guest satisfaction builds trust with potential customers.
- Close the Feedback Loop: Respond to positive and negative reviews to show you value your guests’ opinions. Addressing issues promptly can turn a dissatisfied guest into a loyal advocate.
Benchmarking Metrics:
Key Performance Indicators (KPIs) are essential for tracking the success of your marketing efforts and ensuring your strategy aligns with your business goals. In tourism, KPIs provide a clear framework for measuring performance, comparing against previous benchmarks, and identifying areas for improvement. Establishing KPIs for each marketing channel enables you to allocate resources effectively and focus on what drives the most impact.
How to Establish KPIs
- Website Traffic: Measure unique visitors, page views, and bounce rates to gauge your online presence.
- Social Media Engagement: Track likes, comments, shares, and follower growth to evaluate your audience’s connection to your brand.
- Conversion Rates: Assess how effectively your website and campaigns drive bookings or inquiries.
- Email Marketing: Measure open rates, click-through rates, and conversions from email campaigns.
- Advertising ROI: Evaluate the return on investment for paid advertising campaigns.
What to Measure
- Compare current performance against benchmarks from the previous year (e.g., website traffic, social media growth, inquiries).
- Identify underperforming areas and set realistic goals to improve them.
- Regularly review KPIs to ensure they reflect changing business objectives and market conditions.
Set SMART Goals
S.M.A.R.T. goals are specific, measurable, achievable, relevant, and time-bound objectives designed to provide clarity and focus. They help ensure your goals are realistic, trackable, and aligned with your broader business strategy, making it easier to measure progress and achieve success.
EXAMPLE – SMART Goal Examples for a Caravan Park in Alice Springs
- Website Traffic Growth: Increase monthly website traffic by 20% within six months by optimising SEO for keywords like “Alice Springs caravan park” and launching a Google Ads campaign.
- Social Media Engagement: Boost social media engagement rates by 15% within three months by posting three pieces of content weekly, including user-generated content and reels showcasing the park’s amenities and surrounding attractions.
- Booking Conversions: Achieve a 10% increase in online bookings over the next quarter by improving the website’s booking process and offering a limited-time discount code for direct bookings.
- Guest Reviews: Increase the number of Google reviews by 25% within six months by implementing a post-stay follow-up email campaign that encourages satisfied guests to leave feedback.
- Email Marketing Success: Grow the email subscriber list by 30% in 12 months by adding an opt-in form to the website and offering a free travel guide to Alice Springs as an incentive.
TIP
If your goal is to increase website traffic, start by benchmarking your current average monthly visits (e.g., 2,000 visitors per month). Based on past growth trends, set a goal to reach 2,400 visitors per month within six months. Align your strategy by improving SEO, running targeted Google Ads, and promoting the website on social media.
Establishing and tracking KPIs ensures your marketing efforts remain focused and aligned with your marketing goals, paving the way for sustainable growth and success.
FURTHER READING: Tips to set your Tourism Marketing SMART Goals
Return on Investment (ROI)
Calculate the ROI for each marketing channel by comparing the cost of campaigns to the generated revenue. Evaluate the most cost-effective channels and reallocate the budget accordingly.
Example
If a social media campaign yielded a higher ROI than print advertising, consider shifting resources towards digital channels for better results.
Wrapping It Up
A marketing review isn’t just a retrospective exercise; it’s the foundation for future success. By reflecting on your 2025 performance, you gain valuable insights into what’s working, what needs improvement, and where untapped opportunities lie. For regional tourism businesses, this process ensures you keep pace with industry trends and stay ahead.
By undertaking a comprehensive review now, you’ll set clear, actionable goals and create a well-informed marketing strategy for 2026. This proactive approach ensures your marketing efforts are aligned with your business objectives, giving you the confidence to hit the ground running in the new year. Ultimately, a marketing review allows you to optimise resources, enhance customer experiences, and drive measurable growth. Start your review today to build a strategy that delivers results in 2026.
