Session 5 Homework : customer journey of travel bookers

• In your own words define the customer's path to online purchase :

The customer's path to online purchase takes places at different stages according to the type of customer. There are 2 types of customers behaviours according to the type of travel:

- traditional travel: it is a planned one.The customer will use all the various media and means of communication to prepare, anticipate and organize the future travel. He will rely on valuable and reliable data that can help him making his decision. Nothing is left to chance.

The main stages are --> thinking of the project --> searching information--> organizing and booking -->changing and adapting if necessary, the best experience being the one which is mastered.

- spontaneous travel: just want to break from one's place, no accurate idea. Mainly relies on sharing, social media, and word of mouth.

The main stages are --> open-minded inspiration (not necessarily relying on professional advice)

--> booking with no specific organization required --> looking for the unique "ready to go" experience.

• Visual illustration of customer omnichannel experience :

• What are the stages in the customer's purchase path ? How do customers decide to use which ones at different points in their journey ?

The following pattern illustrates the different stages that help facilitate making the decision to purchase taking into accounting all opportunities to compare and make up one's mind.

The customer typology will determine which channel will be chosen as a source of inspiration, and the type of travel with more or less anticipation and organization :