I've spent the last 20 years researching travellers:

• why they travel?
  

• where they get their information from?
  

• how they book?
  

• direct or travel agents?
  
  

 and much more!

It's complex. More complex than ever!

We've identified 8 𝐬𝐭𝐚𝐠𝐞𝐬 over the years and have continued to tweak and adapt as our research identifies.

Here is an overview of each stage and what the traveller is doing:

• 𝐃𝐫𝐞𝐚𝐦𝐢𝐧𝐠 𝐒𝐭𝐚𝐠𝐞:In the Dreaming Stage, travellers are captivated by possibilities. They're scrolling through stunning landscapes on social media, imagining themselves in distant lands.
  
  

• 𝐓𝐫𝐢𝐠𝐠𝐞𝐫 𝐒𝐭𝐚𝐠𝐞:A special offer received via email, a friend talking about a recent trip or a breathtaking image can serve as a trigger, propelling the traveller from dreaming to planning. This moment of inspiration is where the journey takes a new turn.
  
  

• 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠 𝐒𝐭𝐚𝐠𝐞:Armed with ideas, travellers dive into the Planning Stage, researching destinations, reading reviews, and sketching out itineraries. They're weighing options, seeking the perfect fit for their adventure and often spending 𝐡𝐮𝐧𝐝𝐫𝐞𝐝𝐬 𝐨𝐟 𝐡𝐨𝐮𝐫𝐬 in this phase!
  
  

• 𝐁𝐨𝐨𝐤𝐢𝐧𝐠 𝐒𝐭𝐚𝐠𝐞:"Confidence peaks in the Booking Stage as travellers lock in flights and accommodations, turning their plans into reality. The excitement is tangible as they make those final clicks.
  
  

• 𝐀𝐧𝐭𝐢𝐜𝐢𝐩𝐚𝐭𝐢𝐨𝐧 𝐒𝐭𝐚𝐠𝐞:As the trip nears, the Anticipation Stage is filled with excitement. Travellers are packing bags, reviewing itineraries, and sharing their upcoming adventures on social media.
  
  

• 𝐄𝐧 𝐑𝐨𝐮𝐭𝐞 𝐒𝐭𝐚𝐠𝐞:Now on their way, travellers navigate through the En Route Stage with a mix of excitement and nerves. They're checking flight updates, posting airport selfies, and anticipating the moment of arrival.
  
  

• In-Destination Stage:Fully immersed in their destination, travellers explore, dine, and experience the culture around them. They're living out the dreams conceived in the Dreaming Stage, creating memories to last a lifetime.
  
  

• 𝐏𝐨𝐬𝐭-𝐓𝐫𝐢𝐩 𝐒𝐡𝐚𝐫𝐢𝐧𝐠 𝐒𝐭𝐚𝐠𝐞:"Back home, travellers enter the Post-Trip Sharing Stage, reflecting on their experiences and sharing stories and photos. They become storytellers, inspiring others to embark on their own journeys.

Today, I am coaching my travel industry 'students' about serving your ideal client or visitor at each stage to gain a competitive advantage.

As a traveller, which stage are you sitting in this week? Let me know by booking a call with me here!