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Glossary overview

Customer Journey

The term customer journey refers to the path followed by a customer or guest before deciding to purchase a product or booking a hotel. This process is split into several touchpoints, where consumers interact with a brand, a product, or a service. The customer journey is divided into the following phases: 

  • Awareness: The (potential) customer has a problem or need and is looking for information.
  • Consideration: The customer is aware of the different options they can choose from but is still researching information.
  • Preference: The customer has narrowed down the options and is inclined towards one product, brand, or service.
  • Conversion: Thea customer ultimately buys the chosen product or service.

Customers or guests can be addressed in each phase with targeted marketing strategies to ensure a successful conversion.