Mastering success: 5 essential KPIs for your tour and activity business

Whether you’re launching a new experience, creating an enhanced marketing campaign, or aiming for a higher conversion rate, keeping track of your progress will help you set attainable goals. One great way to do this is by defining key performance indicators (KPIs).

KPIs are a performance metric that help you evaluate the success of a project.

If you need some inspiration on what types of KPIs you should start measuring, here are three KPIs that are essential for a tour and activity operator. 

To learn all five KPIs, you’ll need to head to Compass, our exclusive learning hub. 

Conversion Rate

Your conversion rate represents how many people book your tours and activities versus how many people visit your website. Ideally, you’d like this percentage to be as high as possible — though it’s impossible to convert everyone!

While it’s a great sign to have a lot of website traffic, if people are not booking one of your experiences, you must determine the changes that will make them convert. This is a great opportunity to implement a new strategy with KPIs to test which alterations are working the best. 

We recently published a Compass checklist that covers plentiful tips on how you can improve your online conversions. 

Customer Satisfaction

Customer satisfaction goes hand in hand with getting great reviews, increasing tips for your staff, getting more customers and making more revenue — so it’s best to see how you are doing in this category!

One strategy to collect feedback is by sending surveys in your follow-up email or checking your reviews on Google, Yelp, or Facebook. You can track which percentage of reviews are positive versus negative and take note if you see a similar complaint across visits. 

Two Metrics to Help Determine Customer Satisfaction

• Customer satisfaction score: It’s all in the name! This score simply rates your business’ customer satisfaction between 0% and 100%.
• Net promoter score: This metric asks one question to customers to see if they would recommend your business to someone else and scores them as promoters, passives, or detractors.

Learn how to conduct each survey to attain these metrics in this Compass guide.

Distribution

If you are working with OTAs, the FareHarbor Distribution Network, other local businesses, or another source to distribute your tours and activities, remember to track how many bookings are coming from each source. You can use this information to assess which channels are the most profitable or determine if you should remove your offerings from a certain site. 

Adding KPIs into your business strategies can help you stay on track and collect vital information about your company. Try setting a few reasonable KPIs for your next project and see how you can maximize your efforts in any area.