Jono, Thanks for reaching out. Really good question you have asked, and the advice from Phil and Jason is spot on. It might be worthwhile to look in to the Tourism Transitions Programme to help through the thinking on a possible pivot.
I don’t think there is a simple answer. You’ll need to prove that you deliver tangible business results for each of your customers, particular in this environment. Do you have case studies that can show your ROI from direct bookings the customers can receive through your website traffic?
Given all the work being done in the domestic market and the various Facebook groups and other new websites that have started in the last couple of months, perhaps it might be best to start with some user understanding and see the value your customers get from your product. This can then help inform your strategy going forward. As the others have indicated, the strategy may be one of retention right now rather than growth. Or through retention, it will give you clarify of insight of your value proposition and how that will relate to your new target markets.
Wondering if there are any insights on traffic since Covid in terms of what the domestic users are looking for, either in location, types of activities, types of accommodation, etc that can then be used to target similar organisations that are not yet on your site.
And, are there any partnerships that you could explore where your database could be quite useful to the other company. It looks like you have a substantial customer base that could be leverage with other companies too.
Good luck on your next phase. Leslie