Written by: Antonio Andújar
All tourism businesses are clear about the customer journey. Hotel, OTAs, agencies and tour operators, among others, develop and implement, to a lesser or greater extent, projects and actions to add value to their customers. This cycle consists of 6 stages: planning, booking, anticipating, in route, destination and dreaming. But also it can be summarised in three stages: before, during and after.
In “before stages” all efforts are focused on attracting and capturing customers. Here we define all web and ecommerce projects and, in turn, in this stage, companies with more strategic awareness performed inbound marketing.
Once the product has been purchased or booked, in “during stages”, the customer begins the journey experience. At this point, tourist businesses implement up & cross-selling actions and loyalty actions. In fact, it is when a user (customer) experience strategy can be deployed.
Finally, when the journey comes to an end, we enter in the “after stages”. The loyalty which began in the previous stage must now be strengthened so the tourist (customer) trusts and purchases the product again.
Nevertheless, these stages or phases are not hermetic, since they are integrated into a cycle that feeds back. Actually, once a customer has completed a cycle, he provides a huge amount of data to the tourism business. If this business is able to take advantage of this information, it will have the chance to revolutionise its marketing strategy.
But as we like to be clear and you may not remember any examples about what you just read, here are some:
Despite all, these initiatives are still an exception, because in most cases a marketing strategy is not deployed with the necessary importance. Actually, nowadays is vital to understand and believe in the importance of the relationship with customers for marketing strategies. So, as you can see, the transformation in this case is not an option. You can only choose to lead it or be dragged by it. Which one is your choice?
If you are aware of it and you choose to lead this transformation or revolution, your business will be able to raise its strategy to another level. The goal is to transform your strategy and start thinking about the user as the centre of everything. All companies have a history, so you have to inspire and engage with yours through interesting, useful and compelling content for your customers to be captivated and be loyal. With this revolution in the way you relate to your customers you will get to promote satisfaction and hence profitability.
In conclusion, this great revolution is focused on enhancing the value proposal to the client due to the multi-device technology, personalisation and prediction and new digital marketing platforms which enable the real adaptation of costumer journey.