Tourism Business Health Check
Uncover strengths, gaps and opportunities in your tourism business to improve profitability.
1. The Numbers That Matter
Start here. Twelve quick questions about how the business actually performed. Honest answers produce honest analysis.
1. What was your total revenue in the last financial year?
*
Under $1 Million
$1 Million - $5 Million
$1.5 Million – $2.5 Million
$2.5 Million - $5 Million
Over $5 Million
2. What percentage of your bookings came through OTAs (Viator, GetYourGuide, Booking.com, Expedia and similar) in the last 12 months?
*
0 - 10%
11% - 25%
26% - 50%
51% - 75%
76% +
3. What was your average load factor last month, actual guests as a percentage of capacity (per tour, room, seat or session)?
*
Under 30%
30–50%
51–70%
71 - 85%+
86% +
Don't Know
4. In the last 30 days, how often did you discount to get bookings?
*
Never
1-3 Times
4 - 10 Times
More than 10 times
Daily/Always On
5. When did you last increase your prices, and by how much?
*
In the last 6 months
6 - 12 months
1 - 2 years
2 -3 years ago
More than 3 years ago
Can't remember
6. Your website conversion rate. Number of visits that becoming bookings/enquiries:
*
Under 1%
1 - 2%
2 - 4%
Above 4%
Don't Track This
7. Your net profit last financial year, after paying a market wage to yourself and any working family members:
*
Loss
Break-even
up to $50K
$50 - $150K
$150 K - $300K
$300K+
Have not calculated this
8. What did you pay yourself last financial year — total drawings, salary, dividends and benefits combined?
*
Under $50K
$50 - $80K
$80 K - $120K
$120K - $180K
$180K+
prefer not to say
9. Cash position, if sales stopped today, how long could the business cover expenses?
Under 2 weeks
2-4 weeks
1 -2 months
2 - 4 months
4+ months
10. Owner/CEO/GM workload — average hours you worked per week last month:
*
Under 40 hours/week
40 - 50 hours/week
51 - 60 hours/week
61 - 70 hours/week
71+ hours/ week
11. Staff turnover in the last 12 months:
*
None
1 - 2 people
3 - 5 people
6+ people
High Turnover, hard to keep count
2. What you know about your own business
Rate each statement honestly. The answer is about you, not the business in theory. 1 = not true at all, 5 = absolutely true.
13. I could tell you, right now, the contribution margin of every product I sell at average group
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
14. I know exactly what each of my distribution channels costs me in real dollars per booking
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
15. I could tell you what my cash position will be at the end of next month without checking with anyone.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
16. I am happy with the current mix of where my sales come from.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
17. My pricing reflects the real cost of delivering the experience plus a margin I am satisfied with.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
18. My business runs without needing me to make every decision.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
19. I have the right number of staff for both peak and low seasons, and I am not personally filling the gaps.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
20. My team is trained, empowered and consistent in how they deliver the guest experience.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
21. I have a clear, specific reason a guest would choose us over a competitor — not a slogan, a real reason.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
22. I have a contingency plan I could activate within 7 days if a major external shock hit the business.
Disagree
1
2
3
4
Agree
5
1 is Disagree, 5 is Agree
3. In your own words
Three short questions. Type as much or as little as you want. The most useful information in this whole Health Check usually comes from these answers
23. What keeps you up at night?
*
I’m working too hard for the money I make
I’m working under too much stress
I’m spending too much time working IN the business
I can’t find my ideal direction or focus
I find it hard winning new ideal customers
I can’t even identify enough prospects to begin selling
I and/or my people have inadequate sales skills to be competitive
I never have enough cashflow
I don’t have enough put aside – or enough value in my business – to retire when I want, and live how I want
I seem to have chronic, continual people problems
I can’t find good staff
My people are nowhere near as productive as I think we can be
Competition is killing us
I don't know what marketing is actually working
24. What is the one thing about your business you wish you could change tomorrow?
*
25. What is one thing you tried in the last two years that did not work?
*
26. If you took four consecutive weeks off, what would happen to the business:
*
It would fall apart
Revenue would drop but it would survive
It would run fine without me
Honestly, I have never been able to test this
27. On a scale of 1–10, how confident are you that your business will be in a stronger position 12 months from now than it is today?
*
Name
*
First Name
Last Name
Business Name
Phone Number
Please enter a valid phone number.
Format: (000) 000-0000.
Email
*
example@example.com
Submit
Should be Empty: