Subscribers OnlyAnalyst: Hollis ThomasesBusinesses 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.