Using Simple Metrics to Grow Your Tourism Business
Let’s be real—running a small tourism business isn’t just about breathtaking views, cozy cabins, or epic experiences. It’s also about knowing what’s actually working behind the scenes. And no, you don’t need a full-time data analyst or fancy dashboards to figure it out.
You just need a few simple metrics that can tell you big stories about your business. Metrics that help you book smarter, wow your guests, and ultimately grow without burning out.
Let’s break it down.
Why Metrics Matter?
Sure, you’ve got great instincts. You probably know your busiest season and your regulars by heart. But when you measure what’s happening, you move from gut feelings to growth strategies.
Metrics help you:
Spot trends (before they become problems)
See what’s bringing in money (and what’s not)
Improve your guest experience
Build loyalty (and boost word of mouth)
And the best part? You don’t need a giant spreadsheet. Just a few key numbers, checked regularly, can make all the difference.
Metric #1: Booking Source Breakdown
What to track: Where your guests are booking from—your website, Google, third-party platforms like Booking.com, Airbnb, or social media.
Why it matters: Not all bookings are created equal. Direct bookings usually mean more profit (no commission fees) and more control. If most of your guests are coming from OTAs (Online Travel Agencies), it might be time to improve your website or boost your local SEO strategy.
Quick tip: Ask guests how they found you, or use tracking links and booking software that shows you the source.
Metric #2: Customer Lifetime Value (CLV)
What to track: How much a guest spends with you over time—especially if they return or refer friends.
Why it matters: Repeat customers cost less to market to and tend to spend more. If you notice a solid group of return visitors, consider loyalty perks or referral discounts to keep that goodness flowing.
Quick tip: Even a simple spreadsheet noting repeat names, emails, and spend totals can show you who your VIPs are.
Metric #3: Occupancy Rate by Season
What to track: The percentage of your available rooms, tours, or experiences that are booked during a specific time.
Why it matters: It shows you how well you’re filling your capacity—and when you might need to market harder, offer off-season specials, or adjust pricing.
Quick tip: Compare your occupancy year-over-year, and by month or quarter. That’ll show you if your business is growing, and where it needs attention.
Metric #4: Average Review Score
What to track: Your average rating on platforms like Google, TripAdvisor, Airbnb, and social media.
Why it matters: Reviews are your reputation. A strong score builds trust, boosts your local SEO, and influences bookings. If your score dips, it’s a flag to investigate the guest experience.
Quick tip: Set a recurring reminder to check and respond to reviews weekly. Thank the good ones, and reply thoughtfully to the not-so-good.
Metric #5: Revenue per Guest
What to track: Total revenue divided by the number of guests.
Why it matters: It helps you understand how much each guest is contributing to your bottom line—and where there’s room to upsell (think local add-ons, gift shops, or experience packages).
Quick tip: Look at this number before and after making changes like adding a welcome basket, offering guided hikes, or launching seasonal promos.
Bonus Metric: Guest Feedback Themes
What to track: Common themes in your guest feedback—good or bad.
Why it matters: This isn’t a number, but it’s just as valuable. Do guests rave about your view but mention spotty Wi-Fi? Love the canoe rentals but wish check-in was smoother? These patterns point to what to double down on—or improve.
Quick tip: Keep a running list of repeated comments from reviews, emails, or face-to-face chats. Over time, you’ll see what makes your experience memorable (and where it might be falling short).
Small Steps, Big Wins
Start simple. Pick two or three of these metrics and track them monthly. Over time, you’ll get a clear picture of your business’s health, and what levers you can pull to grow smarter, not harder.
You don’t need a marketing team. Just a bit of consistency and the right tools to keep you on track.
Want an Easy Way to Track Your Customer Metrics?
Roamlii helps tourism businesses like yours stay on top of key metrics, without the data headaches. From review insights to booking sources, it’s all in one easy-to-use platform.
Learn more about our tools, by visiting Roamlii.com/tools or book a Discovery Call with us.
Because when you track what matters, you can grow with confidence. And that’s what thriving in Canadian tourism is all about.
