.

1. TRAVELER’S
PATH TO
ONLINE
PURCHASE

2. Define the customer path to online purchase
۞For the travel industry, the customer will first
be influenced by his familiy or his friend to
think about a destination. Many people will tell
him that he has to visit this or that country and
this will be the first step for the decision to
book a trip.
۞Then, the customer will go online and search
for advise or experience told by people who
already been there. He will then use websites
like TripAdvisor to know which hotel he has to
chose, or to which restaurant is it better to go.
۞After this little research, the client will use
comparating websites to chose its flight like
Kayak or Skyscanner to have the best rate for
his flight.
۞Some will use those websites just to compare
flight rate, other will use it to compare
packaging « flight+hotel » or « train+hotel ».
۞For those who juste use comparators for the
flight, they will then have to chose their hotel
and will prefere to use Booking or Expedia, so
that they can choose their hotel regarding the
distance for the city center, the facilities
provided in the hotel or simply the rate of the
hotel.
۞After having compared all the different
services needed for their stay, they will
purchase the services.
۞The path to online purchase stops here but
the customer will, after his trip, use online
services to grade the services he used. And
this will serve for other customers who may
need some informations about the hotel
before purchasing a service.

3. Locate an image that visually expresses the customer
omnichannel experience

4. What are the stages in the customer purchase path
Dreaming
Planning
BookingExperiencing
Sharing
Modifying