The Traveller’s Path to Purchase Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 On Consideration List Creating a Movie Itinerary Planning Travel Arrangements Booked a Trip On Dream List Awareness Seriously considering in next 2 yrs Serious investigation Planning details of itinerary Flight and land arrangements Prospect has booked Interest in going sometime in future First hear about destination
Itineraries will be downloadable for future reference and it will be possible for travelers to share their itinerary with a CSP agent for booking assistance
Post trip, travelers will be encouraged to share their itineraries with friends and followers via their social networks, offering potential for brand advocacy and increased referral
EQ types: Free Spirits (who want to know what’s hot and check off their must see list), Cultural Explorers and Authentic Experiencers (who trust what other travellers recommend, not what advertisers tell them)
Timing: English site first for the US. Aiming to launch May 2011. Working through launch strategy now, as well as what other global markets the tool may be useful for.