Goal Tracking
Setting clear goals and tracking progress helps you stay focused and measure success. This guide shows you how to establish and monitor targets for your tourism business.
Why track goals?
Goal tracking helps you:
Stay focused — clear direction for your efforts
Measure progress — know if you're on track
Motivate your team — visible targets inspire action
Make decisions — data-driven course corrections
Celebrate wins — recognise achievements
Types of business goals
Volume goals
Targets for visitor numbers:
Total visitors per year
Bookings per month
Occupancy rates
Event attendees
Revenue goals
Financial targets:
Annual revenue
Average booking value
Revenue per visitor
Seasonal revenue targets
Quality goals
Experience and satisfaction:
Review ratings
Net Promoter Score
Repeat visitor rate
Referral numbers
Growth goals
Business development:
New market penetration
Product launches
Partnership development
Capability building
The Altitude Score
Launchpad's Altitude Score helps you track business capability:
What it measures
The Altitude Score assesses:
Digital presence — website, online listings, reviews
Business fundamentals — policies, safety, insurance
Customer experience — service quality, accessibility
Marketing maturity — channels, content, reach
Sustainability — environmental and community practices
How to use it
Go to Altitude Score from Growth Hub
Complete the assessment questions
Receive your score and recommendations
Track improvements over time
Setting improvement targets
Based on your score:
Current level | Target | Focus areas |
Starter (0-25) | 40+ | Fundamentals first |
Developing (26-50) | 60+ | Key gaps |
Established (51-75) | 85+ | Refinement |
Leading (76-100) | Maintain | Excellence |
Setting SMART goals
What are SMART goals?
Letter | Meaning | Example |
S | Specific | "Increase bookings from Sydney" |
M | Measurable | "by 20%" |
A | Achievable | "based on current growth trends" |
R | Relevant | "aligns with our marketing strategy" |
T | Time-bound | "by December 2024" |
Good vs weak goals
Weak | Strong |
"Get more visitors" | "Increase visitor numbers by 15% year-over-year" |
"Improve reviews" | "Achieve 4.5+ star average on Google by Q2" |
"Make more money" | "Grow revenue to $500k by end of financial year" |
Creating your goal framework
Step 1: Review your baseline
Before setting goals, understand where you are:
Review your Visitor Analytics
Check your current Altitude Score
Analyse your booking and revenue history
Note your review ratings
Step 2: Identify priorities
Focus on what matters most:
What's holding your business back?
Where are the biggest opportunities?
What aligns with your strategy?
What's achievable with your resources?
Step 3: Set targets
For each priority, define:
Specific metric to track
Target number or level
Timeframe for achievement
How you'll measure it
Step 4: Break down into milestones
Large goals need stepping stones:
Annual goal | Quarterly milestone | Monthly check |
20% more visitors | 5% per quarter | ~1.7% per month |
Revenue $500k | $125k per quarter | ~$42k per month |
4.5 star rating | Improving trend | Response rate, feedback |
Tracking your progress
Using Launchpad data
Track against visitor analytics:
Export current data for your baseline
Set up regular reports
Compare actual vs target
Note variances and reasons
Creating a tracking rhythm
Frequency | Activity |
Weekly | Quick metric check |
Monthly | Detailed review, adjust tactics |
Quarterly | Progress vs milestones, strategy review |
Annually | Full goal review, set new targets |
Visual tracking
Make progress visible:
Dashboard with key metrics
Charts showing trend vs target
Simple scorecard for team
Celebration of milestones
When you're ahead of target
If you're exceeding goals:
Validate the data — ensure it's accurate
Understand why — what's driving success?
Sustain it — keep doing what works
Stretch — consider raising the bar
Share success — celebrate with your team
When you're behind target
If you're falling short:
Diagnose — what's causing the gap?
Assess external factors — market conditions, competitors
Adjust tactics — try different approaches
Resource check — do you have what you need?
Reset if needed — adjust unrealistic targets
Goal categories for tourism businesses
Visitor goals
Total visitor numbers
Visitor growth rate
New vs returning visitors
Market segment penetration
Financial goals
Total revenue
Profit margin
Average transaction value
Revenue per available capacity
Customer goals
Satisfaction scores
Review ratings
Repeat visit rate
Net Promoter Score
Operational goals
Capacity utilisation
Response time
Booking conversion rate
Cost per acquisition
Team goals
Staff satisfaction
Training completion
Productivity metrics
Safety record
Sharing goals with your team
Why share goals
Creates shared purpose
Enables everyone to contribute
Improves accountability
Celebrates collective success
How to share effectively
Explain the goal and why it matters
Show how each person contributes
Provide regular progress updates
Celebrate milestones together
Tips for effective goal tracking
Keep it simple — focus on 3-5 key goals
Make it visible — goals out of sight fade from mind
Review regularly — weekly check-ins keep you honest
Learn from misses — gaps are opportunities to improve
Celebrate progress — don't wait for completion to acknowledge wins
Common goal tracking questions
How many goals should I have?
Fewer is better. Focus on 3-5 key goals that really matter. You can have supporting metrics, but limit primary goals.
What if my goals conflict?
Prioritise. Sometimes growth and profitability tension is natural. Decide which matters more now, and address the other later.
Should I share goals externally?
Sharing with stakeholders (banks, investors, partners) can create accountability. Be thoughtful about what you share publicly.
Clear goals and consistent tracking turn ambition into achievement.