For years, “reach” has been the go-to metric for destination marketers eager to demonstrate the success of their digital campaigns. The bigger the number, the bigger the pat on the back. But let’s take a step back and ask the hard question: what does reach actually do for you?
The short answer? Not much.
Reach simply tells you how many people might have seen your content — not how many actually looked at it, interacted with it, or were inspired to take the next step. It’s a surface-level stat that offers a comforting illusion of impact. And yet, many in the industry still treat it as gospel.
Part of the blame lies with social media platforms, who have carefully crafted the idea of reach as a marker of success. A post “reached” 100,000 people? Fantastic! But if only a tiny fraction of those people paused, clicked, or showed any interest whatsoever… what was really achieved?
Too often, marketers — even seasoned ones — get swept up in these high-level figures, mistaking them for real influence. But awareness without intent is just noise. And tourism isn’t built on noise — it’s built on action.
At Vacaay, we focus on what actually matters.
Engagement.
Not impressions. Not passive scroll-bys. Real engagement — people clicking, saving, sharing, adding to lists, and expressing genuine interest in your destination. These are the signals that indicate someone is truly considering a trip, not just scrolling past your ad on the way to the next meme.
And when engagement is high, bookings follow.
It’s why we’ve built our platform around intent-rich experiences. Every user action is a window into what they want, where they’re planning to go, and what’s inspiring them. And it’s why our partners don’t just get inflated reach numbers — they get meaningful insights, qualified leads, and measurable ROI.
So the next time someone touts massive reach, ask the follow-up question: And then what happened?
Because travel isn’t booked on reach. It’s booked on connection.
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