This is what the ideal customer journey of your guests looks like

Your guests' customer journey doesn't just start when they arrive at the hotel. It goes all the way back to the phase in which they develop a desire to travel and research accommodation. In this article, we show you what the customer journey is all about and how you can have the right marketing measures ready for each of its phases.

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The most important facts in a nutshell:

  • The customer journey describes the entire vacation process that customers go through. From the initial idea and research to the booking and return.
  • In phase 1, the analysis phase, you first decide on a target group. This is followed by the inspiration phase, in which you strengthen the guest's desire to travel.
  • In the research phase, the guest decides on a hotel with the help of information material and reviews. To finalize the deal in phase 4, the booking phase, you should communicate prices transparently and provide an uncomplicated booking process.
  • During the stay, you should prioritise guest satisfaction and maintain communication even after the trip - this is how you win frequent and loyal guests.
Happy young woman with credit card booking vacation at travel agency or making hotel reservation online, using laptop computer, planning abroad trip at home, copy space

These are the 6 phases of your hotel guests' customer journey

1. The analysis phase

Before you start creating content, you should decide on a target group and analyse it. You determine this based on demographic data and interests, and where your target group is located is also important. Finally, your marketing measures should be visible where your target audience is travelling - for example hotel websites, social media platforms and comparison portals.

2. The inspiration phase

In phase 2 of the customer journey, the customer has not yet made a decision but is thinking about travelling. Now it is up to you to reinforce the customer's desire to travel through targeted communication. This can be achieved, for example, with unobtrusive inspiration for their next trip. It is important that your hotel stands out from the crowd of competitors.

3. The research phase

The keen traveller is one step further in their decision-making process and has already decided on a region. Now it's time to decide on a city and a hotel. In this phase, your hotel must be present via several relevant channels and provide them with convincing information. Social proof is also important. If your hotel also has positive customer reviews, the chances of booking increase.

4. The booking phase

Now that the customer has made their decision, you should encourage them with a smooth booking process. To gain their trust, you should focus on transparent price communication and enable an intuitive booking process. This will increase the likelihood of a direct booking.

5. The actual stay

At this point in the customer journey, direct contact is made with the guest. This is also where the foundation is laid for future regular guests. So put guest satisfaction at the centre by offering a professional service, always having an open ear for special requests and complaints and, of course, providing clean rooms.

6. After the stay

Your guests' customer journey does not end when they leave. To win them over as regular guests, you need to maintain communication even after they have left. Through adverts, newsletters and social media posts, try to stay in your guests' memories.

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