Customer experience in Travel

In today’s dynamic landscape of Travel and Hospitality, customer experience with a brand doesn’t merely start and end at the booking stage; it extends far beyond, encompassing pre-trip planning, the experience itself, and post-trip reflections. And thus, every touchpoint of customer journey is an opportunity to enhance their satisfaction, loyalty, and ultimately, revenue.

In this insights piece, we’ll delve into the various stages of the customer journey, offering practical examples from Expedia and British Airways.

1. Understanding the customer journey

The customer journey in travel comprises multiple phases, including booking, pre-trip planning, pre-departure, during the trip, and post-trip experience. Each phase presents unique challenges and opportunities for engagement and satisfaction.

2. Immediate post-booking: crafting lasting impressions

Immediately after booking, travellers are filled with excitement and anticipation. It’s a critical moment to reinforce their decision and set the tone for their entire journey. Communication during this phase should go beyond mere transactional confirmation; it should reassure travellers, provide essential information, and offer personalised touches that resonate with their unique preferences. Whether it’s suggesting destination guides or recommending customised add-ons, every interaction should reinforce the notion that the brand is invested in the traveller’s experience. Brands can engage customers further by prompting them to subscribe to updates and follow on social media.

Real-world example: British Airways and Expedia

British Airways and Expedia do a great job in providing timely post-booking communications, offering essential information while also attempting to upsell additional services. However, there’s room for improvement in the timing and relevance of upselling efforts to avoid overwhelming customers.

Expedia’s targeted emails providing destination guides and optional add-ons demonstrate effective pre-trip engagement. However, a fine balance is required to ensure that communication frequency and content relevance align with customer expectations, avoiding information overload.

3. Pre-trip planning: anticipating the journey ahead

During the pre-trip planning phase, travellers are preparing for their journey. Brands can mitigate concerns, offer personalised recommendations, and strategically drive revenue growth by suggesting upgrades or additional services. By engaging travellers at this stage, brands can establish deeper connections and position themselves as trusted travel partners.

Engaging pre-trip communications with Expedia

Expedia’s pre-trip communications go beyond basic itinerary details. By offering destination guides, activity recommendations, and optional add-ons, Expedia creates a personalised planning experience for travellers. However, ensuring that recommendations are relevant and not perceived as intrusive is essential for enhancing the journey rather than overwhelming travellers with choices.

4. Pre-departure: ensuring smooth transitions

As departure day approaches and travellers make final preparations, brands can offer support, guidance, and personalised enhancements to ease their journey. Providing essential information about airport procedures, local customs, and offering last-minute upgrades can enhance customer satisfaction and loyalty.

British Airways’ digital experience

British Airways’ app provides timely alerts and boarding passes, enhancing the pre-departure experience. By leveraging technology, British Airways enhances convenience and efficiency, ensuring that travellers feel supported and informed every step of the way.

5. During the trip: delivering exceptional service

While travellers are actively immersed in their journey, brands should continue to provide responsive support and personalised recommendations to enhance their experience. By offering exceptional service and gathering valuable feedback, brands can strengthen customer loyalty and satisfaction.

Innovative in-destination connectivity with Expedia

Expedia’s innovative in-destination connectivity solutions, such as digital wristbands for accessing experiences and services, showcase how technology can enhance the travel experience. By leveraging such innovations, brands can differentiate themselves and provide unparalleled convenience and personalization for travellers.

6. Post-trip experience: nurturing relationships

The journey doesn’t end when the traveller returns home; it’s merely a pause before the next adventure begins. Brands can engage with customers, capture their feedback, and offer incentives for future bookings to foster loyalty and inspire future travel plans. This phase is about nurturing relationships and creating a community of loyal advocates who champion the brand.

Maximising loyalty scheme effectiveness

Loyalty schemes like British Airways’ Avios offer opportunities for customer engagement and retention. However, clarity and simplicity are essential to ensure customers understand and utilise the benefits effectively. By simplifying the messaging and highlighting the tangible benefits of loyalty membership, brands can enhance the effectiveness of their loyalty schemes and cultivate long-term customer relationships.

Pioneering the future of travel experience

As we’ve journeyed through the phases of booking, planning, departure, in- and post-trip, it’s evident that each stage presents a unique opportunity for brands to create unforgettable memories. By understanding customer needs at each of the stages, offering personalised experiences, and leveraging technology effectively, brands can enhance customer satisfaction, loyalty, and ultimately, revenue. It’s the genuine connections, the moments of delight, and the feeling of being truly cared for that will set brands apart in the hearts and minds of travellers.

If you would like to watch our recent ‘Beyond the bookings: the Travel edition’ webinar, head over to ‘Beyond the booking: the Travel edition’ webinar: 10 key takeaways’.