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Customer Acquisition Goals

Set and achieve goals for growing your customer base effectively

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Customer Acquisition Goals

Growing your customer base is fundamental to sustainable business growth. This guide helps you set meaningful customer acquisition goals and develop strategies to achieve them.

Understanding Customer Acquisition

Customer acquisition encompasses all activities that bring new customers to your tourism business:

  • Marketing and advertising efforts

  • Word-of-mouth referrals

  • Partnership referrals

  • Online discovery through search and social media

  • Direct outreach and sales

Types of Customer Acquisition Goals

New Customer Count

Set targets for the number of new customers:

  • First-time bookers

  • New enquiries converted

  • Fresh contacts added to your database

Acquisition Rate

Track the rate at which you're gaining customers:

  • New customers per month

  • Growth rate compared to previous periods

  • Seasonal acquisition patterns

Customer Source Goals

Target specific channels for customer acquisition:

  • Direct website bookings

  • Travel agent referrals

  • Partner recommendations

  • Social media conversions

Acquisition Cost Goals

Optimise your spending on customer acquisition:

  • Cost per new customer acquired

  • Marketing spend efficiency

  • Return on acquisition investment

Creating a Customer Acquisition Goal

Step 1: Set Up Your Goal

  • Navigate to /goals

  • Click Create New Goal

  • Select Customer Acquisition from the goal types

  • Choose your specific acquisition metric

Step 2: Define Your Target

Set a clear, measurable target:

  • Enter the number of new customers you want to acquire

  • Or specify the acquisition rate you're aiming for

  • Set your timeframe for achieving this goal

Step 3: Identify Your Baseline

Record where you're starting from:

  • Current customer acquisition rate

  • Recent months' performance

  • Year-on-year comparison if available

Step 4: Connect to Tracking

Ensure your systems are set up to track new customers:

  • Link your booking platform

  • Connect your customer database

  • Set up conversion tracking

Strategies for Customer Acquisition

Optimise Your Online Presence

  • Ensure your website clearly showcases your experiences

  • Use high-quality photos and compelling descriptions

  • Make booking easy and straightforward

  • Optimise for search engines

Leverage Social Media

  • Share engaging content regularly

  • Respond promptly to enquiries

  • Encourage guests to share their experiences

  • Consider targeted advertising

Build Strategic Partnerships

  • Connect with complementary tourism businesses

  • Partner with local accommodation providers

  • Work with travel agents and tour operators

  • Join tourism networks and associations

Encourage Referrals

  • Create a referral programme with incentives

  • Ask satisfied customers for recommendations

  • Make it easy to share experiences

  • Thank customers who refer others

Enhance Your Reputation

  • Encourage reviews on key platforms

  • Respond thoughtfully to all feedback

  • Showcase testimonials on your website

  • Address concerns promptly and professionally

Tracking Customer Acquisition

Monitoring Progress

Your customer acquisition goal displays:

  • New customers acquired this period

  • Target customer count

  • Progress percentage

  • Acquisition trend over time

Analysing Sources

Understand where your customers come from:

  • View acquisition by channel

  • Compare source performance

  • Identify your most effective channels

  • Spot emerging opportunities

Measuring Quality

Not all customers are equal. Also track:

  • Average booking value of new customers

  • Repeat booking rate

  • Customer lifetime value

  • Satisfaction scores

Customer Acquisition Best Practices

Focus on Quality Over Quantity

It's better to acquire customers who:

  • Fit your ideal customer profile

  • Are likely to have great experiences

  • Will recommend you to others

  • May become repeat visitors

Understand Your Ideal Customer

Define who you want to attract:

  • Demographics and preferences

  • Travel motivations

  • Booking behaviours

  • Communication preferences

Track and Learn

Continuously improve by:

  • Analysing what works and what doesn't

  • Testing different approaches

  • Learning from successful acquisitions

  • Adapting to changing customer preferences

Balance Acquisition with Retention

Remember that keeping existing customers is often more cost-effective than acquiring new ones. Balance your goals between:

  • Attracting new customers

  • Retaining existing customers

  • Encouraging repeat visits

  • Building customer loyalty

When to Adjust Acquisition Goals

Consider revising your goals when:

  • You've significantly exceeded or missed targets

  • Market conditions have changed

  • Your marketing budget has changed

  • You've identified more effective channels

  • Seasonal patterns differ from expectations

Regular review ensures your goals remain relevant and achievable.

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