Improving your business
Remember the last time you booked
The Visitor Journey©
a holiday and why you made the
The Visitor Journey (see right) is a simple
decisions you did? How were you
tool that helps you take a customer’s
view of the six stages that make up the
feeling at different points in the
whole visitor experience. The stages
process? What are your memories? range from their first decision through to
If you go again, would you stay at
returning home and remembering their
the same place? Why?
trip. Use this tool and your business can
positively influence a visitor’s whole
experience and not just the time they
Every time a prospective customer spend in your accommodation.
begins to think about a visit to
London they ask themselves similar
For some of the Visitor Journey your
customers are invisible to you. But that
questions. The way you anticipate
doesn’t mean you shouldn’t consider how
what a customer wants and how you
they spend this time. So forget what you
develop ways of providing what they
know and be prepared to walk in their
need will determine whether they
shoes as a stranger in an unknown place.
book with you or with your
Applied successfully, the Visitor Journey
process will improve the quality of the
competitors. Doing this well will also
service you offer. It will also increase the
mean they will stay with you again if likelihood of repeat bookings and
they come back to London.
favourable recommendations. And that
improves your occupancy figures, your
room yield and your income stream.
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