Maybe I wrong, at least I hope my words are food for thought. I don't think your niche is really in the walk-in customers, at least not now. Maybe do deals with the higher end accommodation dealers for recommendations/material drops?
Great to hear you're doing reviews with an eye to improve. While I detest scoring systems, in my own team projects, to bring up past issues and then track performance against it really works. You can really only improve a few big things at a time and eventually, these evolve into something like de facto KPIs. The advantage is that it shows a commitment to improving in the long-term which shows seriousness.
Anyways, good luck!