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Customer journey mapping for OTAs: A sample leisure traveler’s trip

May 8, 2019
Evelyn Zhang
Evelyn Zhang

There are six critical stages to any traveler journey: inspiration, shopping, booking, pre-trip, in-trip, and post-trip. At every step, travelers will engage with travel brands for a range of services, and experience hundreds of touchpoints, on a variety of devices. A typical accommodation-purchase journey has 45 touchpoints alone – and that’s just looking for somewhere to stay!

Online travel agencies (OTAs) have the opportunity to influence travelers’ experiences and become invaluable travel partners to customers at every step of the journey. This goes far beyond simply converting lookers to bookers - this is a chance to open up new revenue streams at multiple touchpoints.

By taking a full view of the traveler journey and creating your own journey map, you will see immense potential to grow conversions at every step. And the term ‘conversions’ doesn’t just mean bookings; there are specific goals your OTA can achieve at each stage of the journey, for example: converting pageviews to trip searches, searches to bookings, bookings to ancillary attachments, and so on.

Take a look at this sample leisure traveler journey for inspiration on how you can build out your own journey maps for each of your traveler personas.

Click on image to expand

Traveler Journey Map

Own the traveler journey at every step

Find out more about how you can optimize conversions across the traveler journey.