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Successful travel companies are in the business of making memories, creating experiences that last a lifetime. And the customer’s journey begins long before they leave for the airport.
That’s because consumers invest a lot of time in researching
their dream vacation. They’ll visit an average of 141 pages of travel content before deciding to make a purchase, according
to Expedia’s research—that’s equivalent to five hours, longer than it takes to run a marathon!
In the pursuit of more authentic experiences, shoppers search far and wide to find unique and memorable vacations. As Phocuswright analyst Robert
Cole notes in Evolving
Customer Journeys Transform Travel Marketing, “From the early days of mass marketing in the ‘product era’ to today’s
emphasis on personalization and authenticity, each phase of the traveler’s journey—inspiration, research, planning, validation, booking, experience and sharing—has…
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