The Full Circle Journey
Adding Value Before and After the Trip
Leisure travel operators often under-appreciate the full scope of what they sell. There is nothing tangible about leisure travel. The costs in money and time are measurable. Although the benefits are not, they can be of incalculable subjective value. These benefits often precede the journey and typically last long after.
Adding value outside of the traditional book-and-travel cycle delights guests, helps cement loyalty, and can be a strong competitive differentiator.
DREAM. Leisure travel operators compete with each other, but in the bigger, more important arena the competition includes jewelry, kitchen remodels, hot tubs and jet skis. Travel starts with inspiration. Engaging travel content should be fascinating, entertaining, informative and original — not recycled fluff. Beneath the cotton-candy gloss of social media tourism lie thousands of unknown and under-appreciated special places and experiences that deserve a spot on traveler bucket lists. The longer these bucket lists grow, the better it is for the industry and its operators.
PLAN. Planning a vacation is different than, say, buying a new air conditioner. Narrowing possibilities from many to few, then choosing, should be fun, not a chore. Not everyone plans travel the same way. For some, ideas germinate slowly, while others are more impulsive. Do-it-yourselfers appreciate deep resources and links, while others seek personal, expert consultation. Make it easy for guests to plan at their own pace and savor the process without excess pressure.
BOOK. Booking a vacation should be a celebrated moment, more than ticking off a to-do-list. It’s when things become real. Help make it a milestone.
ANTICIPATE. Many vacations are booked months, or even years, in advance — allowing many small moments of joy in anticipation. Operators make two common mistakes. Some impose a communications blackout from the receipt of deposit until final payment is due. For others, that time is open-season to solicit up-sells and ancillary offers. Frequent touches are welcome, but commercial offers should accent non-commercial content that serves to validate, inspire and inform. Personalize if possible. Measure engagement and iterate.
TRAVEL. Exceed expectations. Add small, thoughtful surprises. Resolve issues immediately and fairly.
SHARE. Make it easy for customers to share their experiences with family, friends and followers during and immediately after their trip. Photos and videos taken by staff, journey maps, trip logs and notes are investments in new customer acquisition as much as guest satisfaction. Amplify customer voices at the peak of their excitement.
REMINISCE. Memories last a lifetime — at least in theory. Do more than solicit past customers. Help them keep memories fresh and alive. Tell them stories. Make them feel like family. Keep the cycle alive by restocking their bucket lists — the kitchen remodel can wait.
