The Digital Customer Journey: Data, Profiling and CRM

LD9701

Customer Journey

20 JULY 2021 |MIREN B CHOVATIYA|20059196|LD9701|DR. LILLIAN CLARK

 Introduction
Product Or Service Category
INDEPENDENT HOLIDAYS (Flights and
Hotel Only)
(Travel And Accommodation Booked
Separately)

Customer Segment
People Living in UK
Age : 41 to 56
Gender : Male and Female
Income : 60,000 GBP per Annum
 0% 25% 50% 75%

Don't ... 10%

O2%

Why Independent Independent hol... 67%

Holidays? Package hol... 21%

Dampened appeal of short breaks will impact

independent sector more (De Vries, M., 2021) Value for money 47%

Travel flexibility 39%

Private experience has become a more important
motivator to book independently (De Vries, M.,
I enjoy putting together my own holiday 39%
2021)
I prefer to feel more independent 33%

A wide choice of options 30%

Value for money is the key driver for independent
bookings among travelers Being able to book travel and accommodation options at different times 17%

Preferring to feel more independent appears to Other reason 5%

have become a bigger priority to independent 0% 25% 50% 75% 100%
bookers (De Vries, M., 2021)
 Package holiday Independent holiday Other Don't know

Demographic
s
The age profile of those who plan to book their 65.00%

main holiday in 2021 independently has shifted 57.00% 57.00%

54.00%
towards older demographics, while more of
those who plan to book a package holiday fall
into the 16-34-year age bracket (De Vries, M.,
2021) 33.00%
30.00% 31.00%
25.00%
Preferring to feel more independent appears to
have become a bigger priority to independent 12.00%
11.00% 10.00%
bookers over the past year driven by their 8.00%
desire to visit quieter places where they can 3.00% 2.00% 3.00%
0.00%
avoid mixing with crowds during the pandemic. (41-56) (32-4 0) (25-3 1) (24 a nd unde r )
This offers opportunities for brands to appeal
with private and intimate experiences. Over-
55s, who are less price-sensitive, will be more
likely to pay extra for private services (De Vries,
M., 2021)
Customer Profile
 Customer Journey Map

PRE PURCHASE PURCHASE POST PURCHASE

Stages Inspiration Research & Booking Pre-Trip In-Trip Post-Trip

Comparison

Searching for flights and Hotel Hotel check in

Sees a friend’s Preparation for Trip/planning for
holiday post on Review and select flight Returns Home
and Hotel places to visit
Instagram Installing TUI APP on
Customer Mobile Finding best place
for food Review & Feedback
Activities Shopping for holiday
Paid Ads on social media Brows website for deep Payment & Confirmation
with discount offers research and comparison Social Media Posting Posting on social Media
Getting promotional mails

Book from
Customer
Only Holiday Customer both App
support
Destinations Review and website

Time Informed by Fewer Personalize Review

Touchpoints Mobile
Social
Restrictions Section
Review
flexibility mail experience Websites
Media
Only
designed for Price Compression
holiday with Package Seat Insurance
travelers holiday selection Offering

• Can book flight and hotel at

• Enjoying personal time without
different time. • Holidays are booked !! disturbance
• More choices for flight • Glad to be home
Thoughts/F • It’s Time to go for holiday • Feeling Confident about TUI
accommodation • Safety measurements when reach
eelings • Clear Policies
• Time to go home back to normal
• Feeling relaxed after short vacation
there life
• Impressed with personalization

• Where should I go for holiday this • No Covid-Security for Independent • Joy of planning Holiday by self
• Finalize destination
time? Booking and telling friend about how much
• Searching for travel restrictions • Cross sell Promotion getting in less price paid for same destination
way holiday package
 Usage of information sources when researching a holiday & Booking channel for independent holiday

Travel company's website 42% Online via a laptop/desktop computer 70%

Customer review website 41%

Online via a smartphone 21%
Price comparison or holiday deals website 34%
Online via a tablet 21%
Tourist board's website 18%

Travel agency 17% Telephone 12%

Travel company's social media page 12%

In-store 6%
Travel sections in newspapers or magazines 12%
Another way 1%
Other travellers' social media posts 10%

None of these 14% Don't know 3%

0% 25% 50% 75% 100% 0% 25% 50% 75% 100%

Usage of information sources when researching a holiday Booking channel for main independent holiday
 • Invest in eWOM
With the advancement of information and communication
technology (ICT) and advent of Web 2.0 in recent years, tourists
are enabled to communicate virtually and share travel experience,
reviews online (Kim, M.J. 2014)
Tourists nowadays are increasingly using eWOM to inform
themselves about travel-related services and products, for travel
planning and travel related purchasing (Tham, A. 2013)
Recommendation
• Provide Covid-19 and Finance Security to Independent travelers

• Launch instalment payment plan to target younger generations

 • De Vries, M.,: Package vs Independent Holidays - UK – 2021, Mintel
Reports
• De Vries, M.,: Travel Trends: Inc Impact of COVID-19 - UK - August
2020, Mintel Reports
• De Vries, M.,: Holiday Planning and Booking Process - UK – 2021,

Reference Mintel Reports

• Kim, M.J., Lee, C.K., Chung, N., Kim, W.G.: Factors Affecting Online

List Tourism Group Buying and the Moderating Role of Loyalty. Journal
of Travel Research 53(3), 380–394 (2014)
• Amaro, S., Duarte, P.: Online Travel Purchasing: A Literature Review.
Journal of Travel & Tourism Marketing 30(8), 755–785 (2013)
• Tham, A., Croy, G., Mair, J.: Social Media in Destination Choice:
Distinctive Electronic Word-of-Mouth Dimensions. Journal of Travel
& Tourism Marketing 30(1-2), 144–155 (2013)
Thank You