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.