How Much Should You Spend on Marketing and Booking Software?

How much should you be spending on marketing? And on your booking software? Scott Riddell talks with tour operators every day, and price is the question he hears most. In this episode, Nikki and Greg ask him to answer it for the whole industry, not just for Resmark. Scott gives the number most operators want (5 to 10 percent of revenue) then explains why the percentage matters far less than what that marketing is actually doing. He also makes the case that the real cost of your booking software isn't the subscription. It's the few minutes of unnecessary admin on every booking, which quietly adds up to a full-time salary. In this episode: The 5 to 10 percent rule, and what actually counts as marketing spend The three things marketing should do, and the vanity metrics that signal it isn't How to tell if your booking software is actually earning its cost Why marketing and software are one revenue system, not two budgets 🚀 Take the Growth Engine Assessment to find out where you might need to improve: https://www.resmarksystems.com/growth... 📲 Follow Us on Social Media Facebook:   / resmarksystems   Instagram:   / resmarkllc   YouTube:    / @resmarksystems   LinkedIn:   / resmark-systems   📈 Want Help Growing Your Tour Business? Visit https://www.resmarkweb.com Book a call: https://www.resmarkweb.com/request-quote Call or text us directly: 385-449-4079 Email Nikki: nikki@resmarksystems.com Chapters: 0:00 What Tour Operators Should Spend on Marketing and Booking Software 1:29 How Much Should Tour Operators Spend on Marketing? The 5 to 10% Rule 3:17 Does Your Marketing Percentage Change as You Grow? 5:08 Is Your Marketing an Investment or Just Spending Money? 7:32 What Actually Counts in the Cost of Booking Software 9:57 What Clunky Booking Software Really Costs You 14:52 How to Know If Your Booking Software Is Worth the Cost 19:26 Why Tour Operators Can Pass Software Costs to Guests 23:10 How to Pressure Test Your Marketing and Software Spend