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Advisory board debates KPIs, mission and subcommittee to guide 2025 goals
Summary
Board members discussed a plan for annual goals and recommended KPIs including average occupancy, average daily rate and a net promoter score; a subcommittee of members and staff will draft a mission statement and measurable goals.
Board members spent extensive time Feb. 11 discussing annual goals and performance metrics for 2025, and agreed to form a small subcommittee to draft a mission statement and measurable key performance indicators (KPIs).
Howard proposed tracking lodging-focused KPIs—average occupancy, average daily rate (ADR) and a net promoter score—to provide ongoing measurement for marketing. Several members, including Wendell and others, favored a succinct mission/vision statement to clarify the board’s public-facing role and to guide consistent advertising. Staff recommended tracking TRT and TRCCA collections monthly and building an accessible Google dashboard so members can review key metrics before meetings.
The board agreed to form a working group (subcommittee) to flesh out goals and bring a draft mission and seasonal milestones back to the full board. Volunteers named in the meeting included Alex, Sharon and Ashley; Howard and staff offered data support and industry benchmarking. Staff and Love Communications (agency of record) will provide benchmarking data (for example Adara hotel-booking metrics) and advise the subcommittee on how best to measure campaign performance and attribution.
During the discussion several members warned that measuring marketing ROI in tourism is complex because the decision-to-travel timeline varies widely; members recommended a mix of short-term tests and longer-term outcome measures and cautioned against over-investing in attempts to reach immediate, definitive ROI conclusions.
The subcommittee will present a draft mission statement and a set of KPIs at the next regular meeting.
