Digital Tourism Growth in Six Steps

For the majority of my clients, I teach and have them follow a very focused and easy to understand six-step approach.

Step1 : Monitor Everyting

List every single expense related to your online channel.

It's a death by 1000 subscriptions situation.  The amount that all those listings, software services, and all the other $99 a month "great value" subscriptions your digital have magically acquired will stagger you.

We need to monitor and go back historically to understand what tools are currently in play if we actually need them all or maybe there are more modern options these days?

Become friends with Google Sheets and start listing everything. 


Step2 : Halt & Catch Fire

Pause all non-business critical subscriptions and listings.

Now we have reconnaissance from step1. It's the time to stop or at minimum pause any subscription that you can't directly tie to revenue or user experience.

We will revisit these again in step5 once we form a Channel & Campaign Strategy, but in the first instance many operators can free up significant budget at this point for more optimised endeavours.

Any money we can save here we can bank and invest back into your own IP in step4.

Step 3 : Simplify & Visualise

Leave your competitors to focus on all the things that don't matter.

The average operator has access to more than 5000 individual analytics measures, that's ridiculous. we need to refine these to what really matters and eliminate anything we don't have control over to move.

Firstly take all the data sources and build them into one simple easy to understand fully automatic hands-off dashboard that everyone from the owner to the shuttle driver can understand and get excited about.

This is a good time to audit your analytics implementations, data is everything. free data is better.

Step 4 : Local Experience

low hanging digital user experience fruit

You can spend a million dollars a day on marketing but if you land those users on a rubbish digital experience then you would have been better off donating that money.

Everyone wants a new website, everyone thinks their website sucks. In most cases, we are probably just going to suck it up and do some quick wins to ensure the website is not shredding money.


Websites are disposable, we need to be careful not to be overly critical in this step.

Step 5 : Campaign & Channel Strategy

fish where the fish are, but only if the boat is cheap and you can catch the fish twice.

Now the website is performing in a predictable manner its time to take all the raw data from step 1 and 4 and come up with an epic mix of online channels, perfectly balanced between conversion and brand.

This may include channels such as Google Ads, Youtube, Linkedin, Facebook or any of your industry-specific listings and booking channels.,, tripadvisor etc.

Out of this, you will have a budget, exact list of channels, forecast & media plan.

Step 6: Shock & Awe

Time to make some competitors start freaking out and crying.

Using the channel strategy from step5 it's now time to shock and awe.  By now there will be no guessing, hoping or weak scattergun approach to anything, you will be targeted and 2 years ahead of competitors.

Using the dashboards from step 3 along with your budget and forecasting from step 5 you will have complete transparency over all aspects of your digital channel as well as clear ROI goals set


At the end of every campaign sprint (usually seasonally), its recommended to re-optimize the entire process for ROI and efficiency by returning to step 3 and continuing from there.


One-on-one digital

tourism consulting.

I provide by-the-hour consulting on all aspects of digital tourism strategy either in person or via video chat.


The first chat is free, I don't employ any sales people,  so it's truly one-one-one.