Sure, it’s only April - but all around the world, people are starting to plan their summer vacations.

Actually, it’s early spring, so plenty of college students are hitting the beaches for spring break. Some people are even taking advantage of the season to squeeze in one last week of skiing in Colorado.

No matter the time of year, ever since the lockdowns of the pandemic started to relax, people have been traveling in droves. With the world opening back up, businesses in the tourism industry are seeing the most competition they’ve had in years - and they’re starting to scramble for effective PR.

PR plays a crucial role in the tourism industry, helping to promote destinations, attractions, and tourism-related services to a wide audience. However, measuring the return on investment (ROI) of tourism PR can be challenging, as it often involves intangible benefits such as increased brand awareness and positive media coverage. 

The good news: experienced PR professionals do have tips and tricks for how to measure the ROI of tourism campaigns and demonstrate the value of their work to stakeholders.

The Tourism Pie

When it comes to tourism, there’s a lot at stake. The travel and tourism market is estimated to reach a value of US $854 billion in 2023, with a CAGR of 4.41% between 2023 and 2017. The biggest piece of that tourism pie is hotels, worth around $408 billion. 

And the tourism market is changing. With modern technology, more and more people are booking flights and hotel stays online - in fact, it’s predicted that 74% of total revenue in the travel and tourism market will be generated by online sales by 2027.

The way people stay is changing, too. While hotels still command the lion’s share of the market, short term rentals (think VRBO and Airbnb) are skyrocketing. Revenue in the STR market is expected to reach $256.31 billion by 2030. Airbnb alone is estimated to earn between $1.75 billion and $1.82 billion for the first quarter of 2023.

Metrics for Measuring PR Success

Media coverage is a crucial aspect of measuring the success of a tourism PR campaign. It is important for PR professionals to track the number of media placements secured, as well as the reach and engagement of those placements. By tracking media coverage, PR professionals can determine if their message is being effectively communicated to the public.

One effective way to measure media coverage is by using media monitoring tools. These tools allow PR professionals to track and analyze media coverage in real-time. They can use this information to identify the most influential media outlets and journalists covering their industry, and tailor their outreach accordingly. For example, if a particular journalist has written multiple stories about a destination or attraction, PR professionals may consider reaching out to them with a personalized pitch.

Another key metric for measuring the success of a tourism PR campaign is website traffic. By analyzing website traffic, PR professionals can determine if their campaigns are driving visitors to the destination’s website. Tools like Google Analytics can help PR professionals track website traffic and identify the sources of that traffic. For example, if a campaign targets a specific demographic or geographic region, PR professionals can track website traffic from those areas to measure the effectiveness of the campaign.

Social media engagement is another important metric to consider. By analyzing social media engagement, PR professionals can determine if their campaigns are resonating with their target audience. Metrics like likes, shares, and comments can provide insight into how consumers are engaging with a destination or attraction on social media. PR professionals can use this information to tailor their messaging and content to better resonate with their audience.

Online reviews are also a key metric for measuring the success of a tourism PR campaign. Online reviews can provide valuable insight into the visitor experience and can influence future visitors’ decisions. PR professionals can monitor online reviews to identify areas for improvement and respond to any negative reviews. Additionally, positive reviews can be used as testimonials to promote the destination or attraction.

While measuring the success of a tourism PR campaign is important, it is also important to demonstrate the value of PR to stakeholders. PR professionals can demonstrate the value of their campaigns by tying them to business objectives, such as increased visitation or revenue. For example, if a PR campaign targets a specific geographic region, PR professionals can track the increase in visitation from that region and demonstrate the ROI of the campaign.

Evaluation Methods

Surveys are an effective way for PR professionals to gather information about consumer attitudes and perceptions towards a destination or attraction. By conducting surveys before and after a PR campaign, professionals can measure changes in brand awareness and consumer sentiment. For example, a survey can ask respondents if they have heard of a specific destination before and after a PR campaign. The results can help PR professionals determine the impact of the campaign on brand awareness.

Focus groups provide a deeper understanding of consumer attitudes and behaviors. PR professionals can gather a group of people who fit the target audience for a destination or attraction and ask them questions about their opinions and behaviors related to the destination or attraction. Focus groups can provide valuable insights into consumer preferences and help PR professionals identify areas for improvement or opportunities to better target specific audiences.

Online sentiment analysis is a useful tool for monitoring social media conversations about a destination or attraction. By analyzing social media posts, comments, and reviews, PR professionals can gain insights into how consumers feel about a destination or attraction. They can identify areas where consumers are most engaged and where they may be dissatisfied. This information can be used to make improvements and better target specific audiences.

In addition to these evaluation methods, PR professionals can also use a combination of quantitative and qualitative data to measure the effectiveness of their campaigns. By tracking metrics and analyzing data, they can demonstrate the value of their PR efforts to stakeholders and show the impact of their campaigns on brand awareness, consumer engagement, and ultimately, revenue.

Demonstrating Value

When it comes to demonstrating the value of their work to stakeholders, PR professionals have a variety of tools at their disposal. One of the most important is ROI calculations, which can help to quantify the financial benefits generated by a PR campaign. To calculate ROI, PR professionals need to compare the costs of the campaign to the financial benefits it generates, such as increased revenue or cost savings. This can be done by tracking website traffic, leads generated, and sales conversions that can be attributed to the campaign.

In addition to ROI calculations, case studies can be a powerful tool for demonstrating the value of a PR campaign. Case studies provide real-world examples of how PR campaigns have helped to achieve specific business objectives, such as increasing visitor numbers or improving customer satisfaction. They can also highlight the key tactics and strategies used in a campaign, providing valuable insights for future campaigns.

Another effective way to demonstrate the value of a tourism PR campaign is to leverage media coverage. PR professionals can highlight the number and quality of media placements secured, as well as the reach and engagement of those placements. This can include metrics such as social media shares and engagement, website traffic, and click-through rates.

Social media engagement is another important metric that can be used to demonstrate the success of a tourism PR campaign. PR professionals can track the number of followers and engagement on social media channels, as well as the sentiment of social media conversations about a destination or attraction. Positive sentiment can indicate that the campaign has succeeded in generating positive buzz and excitement around a destination or attraction.

Online reviews can also provide valuable insights into the success of a PR campaign. PR professionals can monitor online reviews on sites like TripAdvisor, Yelp, and Google to track customer satisfaction and identify areas for improvement. By responding to negative reviews and addressing customer complaints, PR professionals can demonstrate their commitment to customer service and satisfaction.

Finally, PR professionals can measure the success of a campaign by tracking website traffic and engagement. They can monitor the number of unique visitors, time spent on the site, and the number of pages viewed. By analyzing this data, PR professionals can identify which pages and content are generating the most engagement, and make adjustments to optimize the site for increased traffic and engagement.

Best Practices for Tourism PR ROI

To maximize the ROI of tourism PR campaigns, PR professionals should employ best practices that help ensure success. One key practice is setting clear and measurable objectives. Objectives should align with overall business goals and should be specific, measurable, achievable, relevant, and time-bound (SMART). This approach helps PR professionals stay focused and measure the impact of their campaigns.

Another best practice is to target specific audiences. PR professionals should research and understand the needs and preferences of their target audiences, including their demographics, interests, and behaviors. By creating targeted messages that resonate with these audiences, PR professionals can increase the effectiveness of their campaigns.

Using data-driven insights is also essential in developing successful PR campaigns. PR professionals should analyze data related to audience behavior and preferences, media consumption, and industry trends to inform their strategies. This approach helps ensure that PR campaigns are grounded in evidence-based insights and that resources are allocated effectively.

Building strong relationships with journalists and influencers is another best practice. PR professionals should work to establish themselves as a trusted source of information and build relationships with key media contacts. This approach can help secure media coverage and increase the reach and impact of PR campaigns.

Engaging with consumers on social media and other digital platforms is also critical. Social media provides a platform for PR professionals to communicate directly with consumers and promote their messages. Social media listening tools can also be used to monitor conversations and identify opportunities for engagement and reputation management.

Bon voyage!

Measuring the ROI of tourism PR can be challenging, but by tracking metrics, using evaluation methods, and demonstrating value to stakeholders, PR professionals can show the impact of their campaigns on brand awareness and consumer engagement. By following best practices and staying up-to-date with industry trends and innovations, tourism PR professionals can continue to drive success and deliver value for their clients and organizations.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles. 

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.