Internet Marketing for Tourism

Monitoring the performance of your Tourism Web site starts with knowing what statistics matter.  As you enhance your Web site consider the actions you want your Web visitors to take and measure them.  A conversion occurs when a Web visitor takes the actions you want them to take once they encounter your Web presence.

Statistics that matter to include:

• volume of phone inquires
• volume of email inquiries
• volume of newsletter sign-ups
• number and value of registrations that originate online
• newsletter sign-ups (small yes!)

I also make it a point to calculate our cost per sale.  We do this by adding our expenses for getting people to our Web site and dividing by the number and volume of desired actions people take.

If tourism businesses spend new money on generating business online, tracking the origin of inquires becomes a critical step in making sure money is spent on tactics that produce results.  This is most simply managed by tourism businesses by asking registrants and/or telephone inquiries where they first heard about your business.