Cycle d’achat du voyage: les 5 étapes clés!

Cycle d’achat du voyage: les 5 étapes clés!

Based on one hundred years of collective travel marketing experience within the Quicktext team, we have identified 5 stages in the purchase cycle of every traveler  Like most things in life, booking a trip or a vacation isn’t just by chance. There is a process that people go through, whether they are aware of it or not, when deciding the when, what and how of traveling from point A to point B. In fact, there are 5 stages in people travel cycle: dreaming, planning, booking, experiencing, and remembering.

1. DREAMING

How many times have you had the following conversation with your spouse, friends and family:

– “Wouldn’t it be great if we could go to __________ for a few days?”

– “Yes, that would be great! I would love to spend some time away from the kids!”

You can fill in that blank with a myriad of ideas: the beach, the mountains, the city, etc.

Most of the time the conversation ends here, this is still the beginning of the crucial travel cycle. People are dreaming about their next vacation almost daily, so vacation-related businesses like hotels need to be capitalizing on this dream phase. We know for sure that OTAs are investing in this phase so they can capture users as early as possible while preventing potential travelers to find other options to dream about their next vacation.

2. PLANNING

It’s good to know that there are plenty of people that will take that next step and move onto the planning stage of the travel cycle. As an Hotelier, how can you take advantage of that? What you need to do is answering questions that people are inevitably asking Google about your destination. This is done by consistently blogging on long-tail keywords such as “what to do in <your destination>”, “<your destination> vacation guide”, “things to do in Spring at <your destination”. That way, when people ask destination related to questions to Google, your blog is able to give the answers. Then something beautiful is going to happen: the more you blog about your hotel and, more importantly, the destination, the more your blog will become a destination authority. It can take from 6 months to 1 year.

All this good planning traffic should not go to waste. This is why adding call to actions such as emails, phone and Quicktext makes total sense. Chatbot can be programed to answers all questions related to the destination.

3. BOOKING

The booking stage is the crucial stage in the travel booking cycle, you want to make it as simple as possible for the future guest and offer an easy, fast, friendly People can always call, but having a user-friendly online reservation system is a must. Find the one that provides the best overall user experience and go with that. It is at the booking stage that bookers like to ask a lot of questions and want get answers fast and accurately. Remember they have their credit cards in hands and ready to book. If you give them all the right information they will book with you and not with booking.com and the other OTAs.

Quicktext empowers hoteliers to offer 24/7 service to potential bookers to make sure that they will not let bookings slip through the cracks.

4. EXPERIENCING

The hotelier is mainly responsible for the experiencing stage of the travel cycle. Just like the guest needs to have a simple booking experience online, they now need to have an unbelievable experience at your property. Regardless of what their experience ends up to be, the travel cycle always transitions into Stage 5. It’s up to you to make sure they remember their stay in a positive light.

Thanks to Quicktext, hotel owners can engage with their guests via instant messaging and email during their stay to offer room-upsell, extra services, destination information etc…

Maximizing your guests satisfaction will also maximize your monetization at the experiencing stage of the travel cycle.

5. REMEMBERING

As mentioned above, the experience will largely affect how a guest will remember their stay. Assuming it’s a positive stay, there are several ways to have your former guests not only remember you positively, but remember you often. You can stay top of mind for a long period of time by posting engaging content on social media and by sending out two email marketing campaigns every month. Another way that you can help a guest remember the experience shortly after their stay is to ask for a  review on Tripadvisor, Google and Yelp.

Quicktext will send reminders to your guests based on their experience to leave a review or to provide feedback about their stay. This is very useful to direct negative feedback to the hotel team instead of letting it find its way on the review websites.

 

There are several stages along the way of the travel cycle to use Quicktext. We can help make sure they find and engage properly with your property in the planning stage, have a great user experience on your website, get fast and efficient answers to their questions when they are staying at your hotel and nudge them to leave you great reviews or nip bad reviews in the bud. If you’d like to chat more about how we can do that, simply click the button below to request a free demo.