Tourists don’t use every channel the same way—neither should your marketing.

Think about the typical tourist traveling through Tahoe. When they’re planning their trip weeks in advance, they’re on Google: searching “best lakefront resorts,” “pizza near Tahoe City,” or “Lake Tahoe boat cruises.” That’s where intent lives.

But once they’ve arrived and they’re lounging in their rental or scrolling between activities, they’re not searching—they’re browsing. They’re on Facebook, Instagram, or TikTok, casually swiping. That’s when they stumble across a post about your sunset cruise, a reel showing your deli’s sandwiches, or an ad for your live music event. They weren’t looking for it, but suddenly—it looks like exactly what they need.

This is why Tahoe businesses can’t treat all traffic the same. Google captures the planners; social media catches the wanderers. Both are valuable, but they work differently—and your marketing has to, too.

Example: One Tahoe boat tour operator relied heavily on Google traffic from planners booking 1–2 weeks in advance. What they were missing was the day-trippers and weekenders looking for last-minute ideas. What they were missing was reaching the day travelers who just needed ideas of how to spend a lazy afternoon on a happy hour cruise or the weekenders not quite ready to head home, wanting to squeeze in a couple more hours over a relaxed brunch with a view. By investing in social, they saw a 20X ROI.

Tourists’ Digital Movements Mirror Their Vacation Mindset

• Google is the map. Visitors use it when they want directions: where to eat, what time your boat leaves, how to rent gear. These are the planners — intent-driven, focused, ready to buy.
• Social media is the stroll. It’s like wandering through downtown Truckee or along the beach at Kings Beach. You’re not looking for something specific — but if live music drifts out of a café, or you pass a chalkboard sign for happy hour, you stop. That’s how tourists behave when they’re scrolling Instagram or TikTok. They’re open, curious, and ready to be surprised.
• Paid ads are the billboard. Think of the giant sign they pass driving up I-80. It cuts through because it’s direct, targeted, and right in front of them. The digital version? A well-placed paid ad in their feed while they’re deciding where to eat or what to do tonight.

For a deeper dive into how different traffic sources behave, I recommend Andy Crestadina’s excellent article from Orbit Media:   Oars, Sails, and Motors, Traffic Sources

The Local Marketing Takeaway

Google Grabs the Planners—Social Catches the Wanderers

When Tahoe businesses stop treating every channel as the same and start aligning with how visitors actually use them, marketing gets a lot clearer:

• Optimize your website so Google captures the planners.
• Show up consistently on social so the wanderers discover you.
• Use ads strategically to spark last-minute decisions.

In Tahoe, we know transitions — from powder days to paddleboards, from firepits to festivals. The same wisdom applies online: match your message to where your visitor is in their journey.

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

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Trina Gold

Master Creator

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