Theory: Online Consumer Behaviour in Tourism

Breaking down this journey into stages makes it easier for the tourism provider to visualise and understand the process – and potentially, grow conversions at every step. 

In turn, this ensures not only a happy customer but a returning one, and one who is more likely to recommend the business to others –  

1. Inspiration: this is the stage when the consumer seeks travel inspiration online. This inspiration can come from emails, WOM/EWOM, influencer marketing on social media platforms, Google Ads etc. Ensuring the business has the right marketing strategies in place to inspire and attract customers is key. 

2. Shop: the stage when the consumer is absorbing shopping trends through travel industry research.  

3. Booking: this stage is concerned with how customers book their holidays online. Ensuring online security, providing mobile-booking options, offering booking flexibility and free cancellation policies and an easy, straight-forward online booking process all contribute towards customer retention at this point in the journey. 

4. Pre-trip: the stage in which all purchase and travel decisions have been made, and customers await pre-trip guidance and information on insurance via for instance their email. 

5. In-trip: at this point, there is a wealth of decision-making in the consumer journey, from taking tours to booking restaurants. Providing the best customer service is imperative. 

6. Post-Trip: at this stage, customers’ online reviews are important sources of information. Tourism SMEs must use every tool at their disposal to increase its loyal brand following and increase future sales. Understanding customers’ feedback and taking it into consideration is imperative so that the business can better understand customer preferences and tailor services and products accordingly.