In the highly competitive world of hospitality, the customer journey is more than a series of interactions, it is an opportunity to create lasting impressions that turn first-time visitors into loyal guests. Have you ever wondered how to capture a traveler’s attention from the moment they dream of a getaway to the time they reflect on their stay? Understanding and optimizing each stage of the leisure travel customer journey is crucial for hotels aiming to enhance guest experiences and foster loyalty.
This article breaks down each stage of the leisure travel customer journey, highlighting key customer emotions, activities, and the most effective channels for engagement. By incorporating real-world examples and data-driven insights into our research, we provide actionable strategies for hotels to excel at every touchpoint and spot emerging trends, .


1. Dreaming Phase: Sparking Inspiration
- Customer Emotion: Excitement and wanderlust.
- Customer Activities: Fantasizing about the next adventure, seeking inspiration from social media, travel blogs, and recommendations from friends and family.
- Channels: Instagram, Facebook, TikTok, travel blogs, outdoor ads, print media, TV ads, and email newsletters.
Hotel Focus: Creating an Aspirational Brand Presence
At this stage, travelers are inspired by captivating visuals and stories. Hotels can:
- Leverage Social Media Campaigns: Share stunning images and videos of your property and destination. For example, Marriott International’s #TravelBrilliantly campaign inspires travelers by showcasing unique experiences across their hotels.
- Optimize for SEO and Content Marketing: Create blog posts about local attractions, events, and insider tips to appear in search results when travelers are exploring destinations.
- Engage with Influencers: Collaborate with travel influencers to reach wider audiences. Hilton’s partnership with influencers has increased their brand visibility among millennials.
Statistic: According to Google, 37% of travelers in the dreaming phase will visit travel related websites for inspiration.

2. Researching Phase: Guiding Through Options
- Customer Emotion: Overwhelmed by choices.
- Customer Activities: Comparing options, reading reviews, evaluating different destinations and accommodations.
- Channels: Metasearch websites (e.g., Kayak, Skyscanner), OTAs (e.g., Booking.com, Expedia), TripAdvisor, social media, word-of-mouth.
Hotel Focus: Providing Clarity and Building Trust
To stand out:
- Enhance Online Visibility: Ensure accurate and compelling listings on OTAs and metasearch sites.
- Encourage and Respond to Reviews: Actively manage your presence on platforms like TripAdvisor, where 81% of travelers say reviews are important when choosing accommodations.
- Utilize Virtual Tours: Offer 360-degree virtual tours of your hotel rooms and facilities. Best Western saw a 48% increase in bookings after implementing virtual tours.
Case Study: The Ritz-Carlton’s mobile app offers destination guides and insider tips that helps travelers in their research phase and positioning the hotel as a helpful resource.

3. Booking Phase: Facilitating Decisions
- Customer Emotion: Seeking assurance they’re getting the best value.
- Customer Activities: Finalizing itinerary, booking flights and accommodations, looking for deals.
- Channels: Hotel websites, OTAs, travel agents, mobile apps.
Hotel Focus: Streamlining the Booking Process
To encourage direct bookings:
- Optimize Your Website: Ensure your website is user-friendly, mobile-optimized, and has a straightforward booking engine.
- Offer Best Price Guarantees: Provide assurances that booking directly offers the best rates.
- Simplify the Checkout Process: Minimize the number of steps required to complete a booking. Booking.com’s one-click booking has set industry standards for ease of use.
- Flexible Policies: Offer flexible cancellation and modification policies, especially important in the post-pandemic travel landscape.
Statistic: According to Skift Research, 87% of travelers prefer websites with easy booking processes.

4. Pre-Stay Phase: Enhancing Anticipation
- Customer Emotion: Excitement and preparation.
- Customer Activities: Planning activities, arranging transportation, making special requests.
- Channels: Pre-arrival emails, mobile apps, social media, direct communication.
Hotel Focus: Personalizing Communication
Enhance the guest’s anticipation:
- Send Personalized Emails: Welcome messages, local event information, weather updates, and packing tips. Hyatt’s pre-stay emails have improved guest satisfaction scores by providing valuable information.
- Offer Upsells: Promote room upgrades, spa services, or dining reservations tailored to the guest’s preferences.
- Mobile Concierge Services: Use apps or chatbots to assist with requests. Hilton’s “Connie” robot concierge offers information and services via AI.
Statistic: Gartner predicts that by 2022, 70% of customer interactions will involve emerging technologies such as machine learning applications, chatbots, and mobile messaging.

5. Stay Phase: Delivering the Experience
- Customer Emotion: Immersed and receptive.
- Customer Activities: Experiencing hotel services, exploring the destination, interacting with staff.
- Channels: Face-to-face interactions, in-room technology, mobile apps, real-time feedback systems.
Hotel Focus: Exceeding Expectations
Deliver exceptional service:
- Personalized Guest Experiences: Use guest data to tailor services, such as greeting guests by name or remembering their preferences. Four Seasons’ personalized service is renowned for making guests feel uniquely valued.
- Innovative Technology: Implement smart room features like voice-controlled environments. Marriott’s partnership with Alexa for Hospitality enhances in-room experiences.
- Prompt Issue Resolution: Empower staff to resolve issues immediately. A quick response can turn a negative into a positive experience.
Benefit: Exceptional on-site experiences lead to positive reviews and repeat bookings, directly impacting revenue.

6. Post-Stay Phase: Reflecting and Building Loyalty
- Customer Emotion: Reflective and evaluative.
- Customer Activities: Sharing experiences, providing feedback, considering future stays.
- Channels: Email surveys, social media, review sites, loyalty programs.
Hotel Focus: Fostering Long-Term Relationships
To build loyalty:
- Send Thank-You Messages: Express appreciation and invite feedback.
- Encourage Reviews: Gently prompt guests to share their experiences online.
- Address Feedback Promptly: Respond to reviews, both positive and negative, showing that you value guest opinions.
- Promote Loyalty Programs: Offer incentives for future stays. IHG’s Rewards Club effectively retains customers by providing exclusive benefits.
Statistic: Harvard Business Review states that increasing customer retention rates by 5% increases profits by 25% to 95%.
Addressing Emerging Trends and Technologies
Mobile Bookings and Apps
With over 50% of travelers booking via mobile devices, hotels must:
- Optimize Mobile Experiences: Ensure websites and booking engines are mobile-friendly.
- Develop Mobile Apps: Provide value-added features like mobile check-in, digital room keys, and personalized offers.
Artificial Intelligence and Chatbots
AI enhances customer service:
- 24/7 Assistance: Chatbots handle inquiries instantly.
- Data Analysis: AI can personalize recommendations and predict guest needs.
Example: Edwardian Hotels London’s AI chatbot, Edward, has improved guest engagement and operational efficiency.
Conclusion
By proactively addressing each stage of the leisure travel customer journey, hotels can not only meet but exceed guest expectations, securing a competitive edge in the hospitality industry. Are you leveraging every touchpoint to turn first-time visitors into lifelong advocates?
Implementing these strategies leads to:
- Increased Direct Bookings: By optimizing the booking process and offering incentives.
- Enhanced Guest Satisfaction: Through personalized and memorable experiences.
- Improved Online Reputation: As satisfied guests share positive reviews.
- Higher Revenue: Repeat business and customer loyalty directly impact the bottom line.
Let’s work together to elevate your hotel’s customer journey. Contact us today or visit our Customer Experience Consulting page to learn how we can help you create unforgettable experiences that keep guests coming back.
We specialize in helping hotels like yours transform their customer journey strategies. Our expertise in hospitality marketing and customer experience design ensures that every guest touchpoint is optimized for satisfaction and loyalty. Reach out to us to discover how we can tailor solutions to your specific needs.
One Response
Simply; you live an experience.. to create a memory.#