Understanding The Travel Buyer's Journey: A Guide

The travel buyer's journey is a complex process that involves many stages, from dreaming about a trip to actually experiencing it. In the modern age, with so many options available, it can be confusing for people to make decisions they don't regret later. This is why understanding the buyer's journey is crucial for travel brands to engage customers and win their confidence and business. The buyer's journey can be broken down into several stages, each with its own set of considerations and strategies for marketers. From the initial dreaming stage, where brand awareness is crucial, to the planning and booking stages, where convenience and a seamless user experience are key, and finally, to the experiencing stage, where providing an exceptional customer experience is paramount. By understanding the buyer's journey, travel brands can create effective marketing strategies that target customers at each stage of their travel planning and booking process.

Dreaming/inspiration

During the dreaming/inspiration stage, travellers are considering various factors such as their budget, the location, the duration of the trip, and the type of activities they want to do. They are also influenced by social media, blogs, user reviews, and other forms of media that spark their interest and imagination. For travel brands, it is essential to target consumers during this stage by promoting their brand and showcasing what makes their offering unique and appealing. This can be done through social media campaigns, SEO-optimised copy, and visually appealing content.

It is worth noting that travellers can spend a significant amount of time in the dreaming/inspiration stage, sometimes several weeks or months, before making a booking. During this time, they are actively seeking information and comparing options to make informed decisions about their trip. They may be looking for recommendations, reading reviews, and seeking out the best deals. As such, travel brands should aim to provide valuable content that addresses common questions, showcases the most exciting aspects of their tours or destinations, and builds anticipation for the experience.

Additionally, it is crucial for travel brands to have a strong online presence during this stage, as consumers are increasingly turning to digital channels for travel research and bookings. This includes having a user-friendly website, utilising search engine optimisation (SEO) strategies, and ensuring that their brand is visible across relevant online platforms and distribution channels. By investing in these areas, travel brands can increase their chances of being selected by prospective customers who are in the dreaming/inspiration stage of their journey.

In summary, the dreaming/inspiration stage of the travel buyer's journey is a critical period for travel brands to capture the attention of prospective customers and influence their decision-making process. By providing inspiring content, addressing common questions, and having a strong online presence, travel brands can effectively target consumers during this stage and increase their chances of converting dreamers into paying customers.

Planning

For travel marketers, it is vital to establish a strong presence during the planning stage to capture travellers' attention and influence their choices. This means ensuring an online presence, as 4 out of 10 visits to travel websites are made via mobile devices, and 88% of people will switch to another website if it doesn't meet their needs.

To stand out from the competition, travel companies should utilise long-tail keywords, interactive content, and engaging website content. It is also essential to offer convenient booking options, such as intuitive reservation software or user-friendly interfaces.

Additionally, travel brands can provide valuable content such as travel guides or city PDFs to assist travellers in their planning process. By answering common queries and showcasing exciting aspects of tours or activities, companies can enhance the planning experience for potential customers.

During the planning stage, travellers are also likely to be influenced by reviews and ratings on sites like Google Travel, TripAdvisor, or other generic attraction-based platforms. Therefore, it is crucial for travel companies to focus on providing exceptional customer experiences and improving their rankings on review sites.

To summarise, the planning stage of the travel buyer's journey is a critical period where travellers are actively comparing and deciding on their options. Travel brands should aim to facilitate the planning process, provide valuable content, and establish a positive presence through reviews and ratings to capture the attention of potential customers and influence their choices.

Booking

The booking stage is a critical piece of the travel puzzle. It is the stage that generates revenue and often the main focus of travel brands. However, it is important to understand the entire customer journey to ensure customer satisfaction and loyalty.

The booking stage is the culmination of a long process for the customer. Before reaching this stage, they have spent time deciding on their budget, destination, transportation, accommodation, and activities. They have likely conducted extensive online research, including Google searches, reading blogs and reviews, and watching YouTube videos.

To ensure a smooth booking process, it is essential to make it as easy as possible for customers to navigate, book, and pay. Here are some specific strategies to consider:

• Utilise "book now" buttons on your website, which can speed up conversions and make the process more convenient for customers.
• Ensure your website is sales-optimised and user-friendly, allowing customers to complete the entire booking process on your platform without being redirected elsewhere.
• Implement intuitive reservation software to simplify the booking experience and encourage bookings.
• Clearly display prices and any applicable discounts, coupon codes, or add-ons to provide transparency and build trust.
• Offer different call-to-action (CTA) options to cater to different customer preferences, such as booking online or phoning in for a reservation.
• For online booking forms, consider one-click buttons and auto-fill form fields to streamline the process.
• Allow bookings through various channels, including your website, online travel agencies (OTAs), and local tourism offices or agents.
• Provide user-friendly interfaces and devices, such as tablets, for agents to facilitate bookings during in-person interactions.

By following these strategies, you can create a seamless and efficient booking experience for your customers, increasing the likelihood of conversions and building a positive brand image.

Experiencing

The "experiencing" stage of the travel buyer's journey is the most important part of the process, as it is when guests arrive at their destination and experience what the area has to offer. This is the time to provide something tangible and memorable, such as a travel guide with local recommendations. It is also an opportunity to positively influence their time in your area and ensure your property is top of mind for current, future, and repeat guests.

To create customer loyalty, it is essential to provide an exceptional customer experience during this stage. This can be achieved through outstanding customer service, free add-ons, and exceeding guests' expectations. For example, you can offer free voucher and discount codes to encourage guests to book another tour or activity with you.

Additionally, it is important to treat every customer as if they will review you online. Capturing guest reviews from those who have had positive experiences is key to maintaining a 5-star presence online and a successful business. Happy guests will promote your brand and become engaged followers on social media. They may also be more likely to return for another stay, guaranteeing revenue.

To help guests remember their experience and your brand, you can implement an effective email marketing strategy. Set up guest lifestyle campaigns and aim to obtain as many 5-star reviews as possible. Be creative and strategic when crafting Facebook posts and your presence on other social media platforms.

By focusing on delivering an exceptional experience during the "experiencing" stage, you can create customer loyalty, positive word-of-mouth referrals, and increase the likelihood of repeat bookings.

Sharing/advocacy

• Remind guests to leave reviews: Encourage guests to share their feedback by leaving reviews on platforms like TripAdvisor and other review sites. Set up automated post-trip emails requesting reviews, and provide an easy process for them to do so.
• Stay connected through email marketing: Maintain contact with your customers by sending newsletters, company updates, and milestones. This will keep your brand top of mind and encourage repeat bookings.
• Build social media advocacy: Invite guests to share their photos, videos, and experiences on social media, tagging your company or using a dedicated hashtag. This will create a community of engaged followers and encourage others to book with you.
• Offer incentives: Encourage guests to become brand ambassadors by offering incentives such as discounts, vouchers, or loyalty program benefits when they share their experiences or refer new customers.
• Provide exceptional customer service: Exceeding your customers' expectations is key to turning them into brand advocates. Ensure that you provide excellent service before, during, and after their trip, addressing any concerns or issues promptly and effectively.
• Build local partnerships: Collaborate with local businesses and attractions to create a positive and memorable experience for your guests. This will not only enhance their trip but also increase the likelihood of them sharing their positive experiences with others.
• Measure and analyse: Utilise tools and analytics to track the impact of your sharing/advocacy efforts. Monitor online reviews, social media mentions, and engagement metrics to understand what resonates with your audience and make data-driven adjustments to your strategy.

By focusing on creating a positive and memorable travel buyer's journey, you can turn your customers into your biggest advocates, driving more bookings and building a strong reputation for your travel brand.

Frequently asked questions