What is a travel customer’s online journey?
What is a customer journey?
A customer journey is a path a customer takes to purchase your product or service. Click To Tweet It describes the buyer’s behaviour in researching, choosing, purchasing and after sales support.
Steps in the customer journey of a traveller
At this stage travellers are looking for inspiration. They have no plans but they are dreaming of possible destinations and plans.
People are researching possible options, still looking for inspiration but have ideas on their dream trip that they wish to explore further.
In this stage travellers have chosen a destination and are planning; they are looking for the right dates, flights, places to stay and things to do.
Booking can be thought of of the last stage in the purchase journey for travellers. They have found the trip they are looking for and now it is time to secure the booking.
The customer journey doesn’t end with booking. Their trip is underway and they’re ready to experience it and share their experience with others.
Customers have completed their trip. They share their experience with others and leave online reviews.
Micro-moments and moments of truth
Within the steps of the customer journey there are moments where customers form an impression of your brand, moments such as;
- A Google search
- Visiting an online review site such as Trip Advisor
- Seeing a friend’s travel photos on social media
- Pinning a check list on Pinterest
- Searching a flight or accommodation comparison site
- Viewing a post on Instagram
- Viewing Google images
- Watching a YouTube video about a destination.
Think about how you can put your brand in front of your customers at each of these moments and how you can be useful to them to peak their interest.
To effectively target your customers you need to know everything you can about them, buyer personas can help you do this. Read our post about creating customer persona’s for your travel business here.
Customers care more about their needs than about being loyal to a brand. You have to earn your customer’s trust at every stage of their journey and in every moment.
To do this you must first be present and then provide value to the customer that is relevant to their stage of the journey. Think about their persona and need at that stage and how your brand can help them solve that need.
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