Customer Journey Strategies Build Business Value and Foster Innovation

Summary

Businesses spend a lot of money on marketing and advertising with the goal of driving sales, revenues, and profits. For a very long time, that meant focusing on ways to drive consumer attention to the product or services the business chose to promote. In the parlance of travel, this focus has been on the destination, not on the trip itself. Digital has, however, precipitated the altering of this thinking. With the de-centralization of how and where people buy, marketers have had to become more customer-centric, paying attention to customer segments, behaviors, expectations, and experiences. The assemblage of these new focal points is called the customer journey, and this report will more deeply explore — through the combination of travel-specific and generalized sources — the customer journey, its value to a business, and how customer journeys can also foster innovative thinking and execution for travel marketers.