Destination Sunday: How Travelers Decide a Destination Is Worth It
How small inconsistencies make travelers hesitate, open another tab, and move on.
You’re already doing the work on reviews. You’re watching TripAdvisor, responding on Google, tracking your destination’s star rating. This isn’t just a reputation problem. It’s a revenue problem.
Meanwhile, someone just closed six tabs and decided to go somewhere else. You’ll never know why. If your conversion rate from “interested” to “booked” is flat while awareness is rising, this invisible inconsistency layer is a prime suspect.
There’s a layer underneath reviews where credibility lives.
The Ten Tabs
Someone is planning a trip to your destination this second. They don’t just search once and book. They open tabs.
Your official tourism site. Google Maps. An OTA listing. Instagram. A travel blog from 2019 that still ranks. Back to Google to check whether that attraction is still around.
Expedia tracked this behavior. Trip planning now spans hundreds of pages. Up from a few dozen a decade ago.
At each tab, one question: Is this really worth the effort to get there?
When your destination website says a café the visitor wants to check out opens at 8 am and Google says 9 am. They notice. When your event calendar lists a festival from last year. They notice. When accommodations, attractions, or neighborhoods look nothing like what your destination promises. They notice.
No complaints. They don’t leave a review. They vanish.
A Number Worth Knowing
Recent local search surveys from BrightLocal show that around two‑thirds of consumers say they would avoid or stop using a local business if they find incorrect information in its online listings.
Not a brutal review or public callout. Just hours that don’t match. A phone number that rings nowhere. Photos that predate the renovation. An address pin that drops them behind a dumpster.
You see small stuff. They see: What else will be wrong when I get there?
You’re Probably Thinking: “We Keep Our Info Updated”
Most destinations believe this. And for the things you directly control, your own website, your own social accounts, it’s probably true.
The problem is everything you don’t control. You don’t own OTA listings. You can’t edit private websites. You have no authority over a gallery’s Google hours.
But you can coordinate and make accuracy easier than neglect.
Google pulls from sources you don’t actively manage anymore. Old information sticks around far longer than anyone expects. The chamber site still shows last season’s hours. A travel blogger quoted your 2021 event schedule, and that post still ranks.
Nobody lied. The information changed. Just not everywhere. Six sources, three different answers, zero trust.
To make sense of it, break “inconsistency” into three buckets:
Factual mismatches: hours, address, phone, price.
Visual mismatches: photos, quality, and ambiance that don’t match reality.
Promise mismatches: what your brand story says versus what Google, OTAs, and third‑party sites actually show.
This isn’t a PR issue. It’s a conversion issue. The people reading this are judged on heads in beds, tax receipts, and bookings. When travelers vanish between tabs, that’s lost room nights and ticket sales, not just hurt feelings.
If each invisible dropout is just one lost two‑night stay, and it happens 20 times a week across your partners, that’s hundreds of room nights a year you will never see in your reports.
This Hits Developing Destinations Harder
When a destination is growing fast, information breaks apart faster than anyone can track.
A new restaurant opens. Google doesn’t know it exists for months.
Seasonal hours change. Only one platform updates.
The tourism board refreshes its site. The regional one is stuck in last year.
An event gets added. The cancelled one never comes down.
The more your destination grows, the more sources exist. The more sources exist, the more the information varies.
The traveler checking tabs doesn’t see the complexity behind the scenes. They just see inconsistency. And inconsistency looks like indifference.
Sweden Decided to Fix This
Visit Sweden launched a national system in 2025. About 14,000 entries across 21 regions; hotels, restaurants, experiences, events. All following the same structure. When a business updates their hours, every platform pulling from the system shows the same hours. When a festival gets added, every site reflects the same dates. Update once, it shows everywhere.
What Sweden did with a national API is what your region can approximate with a shared spreadsheet and a quarterly check‑in.
It took years. They did it anyway, because trust breaks before booking, not after.
Sweden also talks about this unified database as a competitiveness and discoverability play: central, consistent data makes it easier for the world to actually find and trust all those entries.
Ireland Tried Something Similar
Wild Atlantic Way launched in 2014. 2,500 kilometers along Ireland’s west coast. The route made headlines. The real work was wrangling hundreds of businesses under one brand.
A decade later: roughly 29% more visitors, about 60% more revenue, and around €3 billion annually.
Consistency didn’t create demand. It made it easier for existing demand to actually reach your hotels, restaurants, and experiences.
“We’re Too Small for That”
You might be reading about Sweden’s national program or Ireland’s decade-long effort and thinking: That’s great for them. We don’t have those resources.
True. And the principle shrinks to fit.
Sweden and Ireland succeeded because they understood something simple: when information matches everywhere, trust builds. When it doesn’t, trust breaks.
You don’t need a national system to start. You need to look at what travelers actually see when they’re deciding whether you’re real.
A Simple Exercise
Try this. Pick one business. A café, a kayak outfitter, a guesthouse. Search for it the way a traveler would. Google, their website, TripAdvisor, an OTA. Do the hours match? The photos?
Five minutes. You’ll see it.
Now do nine more.
You’ll find cracks in most of them. Not because anyone is careless. Because nobody made it anyone’s job.
Now imagine a traveler doing the same exercise, except they don’t know your destination. They don’t know which source to trust. All they see is: it doesn’t match.
What you’re mapping isn’t mistakes. You’re mapping where people start to second-guess if they should visit.
The Real Reason This Gets Overlooked
Reviews feel urgent. A one-star rating lands and demands a response. You can see it. You can measure it. You can act on it.
Information accuracy doesn’t feel urgent. It’s invisible until interest fades and you’re left guessing why.
Where This Leaves You
Reviews are worth monitoring. Don’t stop.
But reviews are what happens after someone visits. Information accuracy determines whether they visit at all.
To make this something your board and members can grab onto, turn your “Simple Exercise” and what comes next into a named, repeatable program:
Quarterly Ten‑Tab Audit
Three steps you can put on an agenda:
Sample: Pick 20-25 high‑impact businesses and events (mix members and non‑members).
Compare: Look at their hours, contact info, and photos across Google, their own site, and one OTA.
Fix: Note every mismatch, show each business what travelers see, and support them in updating.
Audit the basics, including non-members. Pick 20 businesses. Mix members and non-members. Check their hours, contact info, and photos across Google, their own site, and one OTA. Write down every mismatch in a simple template: business name, link, platform, mismatch type, and who owns fixing it. When you show a non-member what travelers actually see, you’re not selling. You’re helping. That builds trust faster than any membership brochure.
Share what you find. Most businesses don’t know their listings are wrong. Show them the gaps, not as a criticism, but as a mirror. When they see what travelers see, they want to fix it.
Make it about sales or reservations, not admin. Nobody fixes their listing because the chamber asked. They fix it when they realize it’s costing them money. Accurate info isn’t paperwork. It’s the difference between a traveler calling or closing the tab.
Give someone ownership. Information consistency needs to be someone’s job. Not an afterthought. Even part-time works. What matters is that someone wakes up knowing this is theirs. In a small office, this often lives best with whoever already owns your website and email CRM. They’re already closest to your listings and digital touch-points.
Make updates easy. Small operators let listings rot because fixing them feels complicated. Clear instructions help. Direct support helps more. For example: create a one‑page “How to fix your Google listing” handout and walk it around Main Street once per quarter.
Treat seasonal changes like events. When summer hours start or winter hours end, that’s not trivia. Build a checklist that fires every time a season shifts.
Build the habit together. Travelers don’t blame one business. They just start doubting the whole place. Try pairing a hotel with a nearby restaurant. They share visitors. They’ll notice when the other’s info is off, and they’ll care.
Track the fixes. Report them quarterly. Small wins build momentum and make the case for more resources.
If you want a simple starting point, begin with your top 25 searched businesses and events. Aim for one clean, consistent record for each of them everywhere they appear online. That’s work a 2-3 person team can realistically take on.
Want a head start? I’ve put together AI prompts to help. One for auditing businesses, one for creating a handout, one for seasonal changeovers, and a few more. Email me or message by hitting the button below. I’ll send them over.
What This Really Comes Down To
Credibility isn’t built in a single moment. It accumulates across dozens of small moments. Every time a traveler checks a source and finds it matches, every time an answer comes without effort, every time a destination feels like it’s really worth the effort to get there.
Reviews matter. They come later.
The visitors you’re losing right now will never write one.
You’re not failing. You’re missing something invisible. Once you see it, you can assign it, track it, and fix it.
If you want more practical, no‑fluff ideas on how destinations actually earn trust before anyone books, subscribe below.
The ten tabs concept nails it. I've been tracking similar behavior in ecommerce where even tiny mismatches between platforms trigger immediate drop off. What kills me is how invisible it is, nobody complains, they just dissapear. The Sweden example shows this isnt just theory, centralized data actually converts curiosity into bookings.
It certainly sounds like it takes a village. Good information especially with emerging destinations, as everyone is in it together. Gotta work to make it work.