Free 2027 budget planner
Plan your 2027 marketing budget around what a booking really costs
A free planner for tour and activity operators. Turn your 2026 season data into a 2027 budget, a channel plan, and a month-by-month pacing grid in about an hour, with OTA fees counted as the marketing cost they are.
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What's inside
Five worksheets. One plan you can defend.
Most operators set next year's budget from last year's number plus a bit. This planner starts from what your bookings actually cost, channel by channel.
Your 2026 season recap
Bookings, revenue and average booking value by channel: direct, OTA, phone and walk-up, resellers.
True cost per booking
Count OTA commission as the marketing cost it is, and see what a direct booking cost you next to an OTA booking.
A 2027 budget in three buckets
Set the total with a percent-of-revenue baseline, check it against a direct booking goal, then split it 60/30/10.
Month-by-month pacing
Match spending to when guests book, not when they travel, so money is in market when travelers are planning.
A one-page summary
Your 2026 actuals and 2027 plan on one page, ready to share with a business partner or bookkeeper.
Built for seasonal operators
Works for spring to fall and winter seasons. About an hour with a booking system export.
Free download
Get the 2027 Marketing Budget Planner
Enter your name and business email and the planner downloads right away. It is a printable PDF you can fill in by hand or on screen.
What you will have by the end
Your true cost per booking for every channel, with OTA fees counted
A 2027 budget split into always-on, seasonal push and test
A pacing plan matched to your booking window
No spam. Occasional off-season planning tips. Unsubscribe anytime.
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Questions about the planner
Who is the planner for?
Owner-operators of seasonal tour and activity businesses who want to set next year's marketing budget from real booking data instead of last year's number plus a bit.
What do I need before I start?
A 2026 booking export from your reservation system grouped by channel, plus your marketing costs: ad invoices, agency or freelancer fees, and tools such as email software. Estimates are fine where exact numbers are missing.
Why count OTA commission as marketing?
Commission is what you pay to acquire OTA customers. Leaving it out makes your marketing budget look small and your direct channels look expensive. Counting it shows what each channel really costs.
Want help building the plan?
If you would rather build your 2027 plan with someone who does this every season, talk to BeaconPoint. We will go through your numbers with you and turn them into a channel plan you can run.
Talk to BeaconPoint →