For tour operators, understanding and leveraging the customer journey is crucial for marketing success. Google’s extensive research into travel behavior has identified five distinct stages that nearly every traveler moves through. By applying the VIP Marketing Method™ to each stage, tour operators can create a comprehensive marketing strategy that connects with potential guests at every step of their journey.
Understanding the Five Stages of Travel
Google spent two years researching travel behavior(opens in a new tab) and discovered that travelers consistently move through five key stages:
This is actually a cyclical journey where one travel experience leads to dreaming about the next. This framework aligns with traditional marketing concepts like the AIDA (Awareness, Interest, Desire, Action) model but is specifically tailored to the tourism industry.
Key Statistics That Shape the Journey
Google’s research revealed several crucial insights:
- 67% of travelers are more likely to book with brands providing relevant destination information
- 65% of leisure travelers find inspiration through online sources
- 73% use social media for travel inspiration, primarily Instagram and Facebook
- The average traveler visits 38 websites before booking
- 48% spend more than one week planning their trip
- 74% use multiple devices for travel planning
Understanding the Cyclical Nature
While we present these stages linearly, they often overlap and cycle continuously. A traveler sharing stories from their last trip might simultaneously be dreaming about their next adventure. This cyclical nature creates opportunities for tour operators to:
- Convert one-time guests into repeat customers
- Transform satisfied customers into brand advocates
- Build long-term relationships with guests
- Create marketing content from real experiences
- Develop loyalty programs that encourage return visits
Implementing the VIP Marketing Method™
Let’s look at how to apply the VIP Marketing Method™ across each stage using a fictional company: Vancouver Family Adventures, which offers family-friendly bike experiences, paddling adventures, and cooking classes for visitors from the USA and Canada.
Stage 1: The Dreaming Phase
This initial phase marks the beginning of the traveler’s journey, equivalent to the awareness or interest stage in traditional marketing funnels. Travelers aren’t actively planning yet – they’re being inspired by possibilities.
Valuable Content
- Create Instagram reels showcasing magical family moments during tours
- Develop comprehensive blog posts about unforgettable family experiences in Vancouver
- Share vivid descriptions and photos highlighting Vancouver’s family-friendly atmosphere
Building Intimacy
- Feature tour guides hosting video content, sharing personal stories
- Write content from a first-person perspective
- Include prominent author bios highlighting expertise and connection to the area
Pervasive Presence
- Repurpose Instagram reels across multiple platforms (YouTube Shorts, TikTok, Facebook)
- Transform blog content into Facebook carousel ads targeting parents
- Pursue local PR opportunities to publish seasonal family experience guides
Stage 2: The Planning Phase
Once travelers move from dreaming to planning, they enter a more practical mindset. This stage equates to the desire or consideration phase in marketing funnels.
Valuable Content
- Create downloadable guides about budget-friendly family activities
- Develop a three-part automated email series with local insights
- Create interactive Google Maps highlighting family-friendly locations
- Produce money-saving guides for family holidays
Building Intimacy
- Personalize email series with guide-specific tips and experiences
- Create informal video clips of guides showcasing local attractions
- Include personal notes from the company founder in printed materials
Pervasive Presence
- Convert tips into Facebook group exclusive content
- Create themed YouTube playlists
- Implement remarketing campaigns
- Partner with local accommodation providers
Stage 3: The Booking Phase
This critical phase represents the action or conversion stage of the marketing funnel. Travelers have moved from “if” to “when” and are ready to commit.
Valuable Content
- Offer clear family package deals with transparent pricing
- Provide flexible cancellation policies
- Include comprehensive FAQs addressing parent concerns
- Implement user-friendly booking software with multiple payment options
Building Intimacy
- Feature founder video messages on the about page
- Implement live chat functionality
- Display parent-focused testimonials
- Share team member profiles
Pervasive Presence
- Create shopping cart abandonment email sequences
- Run seasonal promotions across multiple channels
- Offer exclusive group member discounts
- Implement referral programs
Stage 4: The Experiencing Phase
Often overlooked in marketing strategies, this stage is crucial for long-term success. It includes both the lead-up to and the actual experience itself.
Valuable Content
- Provide surprise adventure packs for children
- Create family-friendly scavenger hunts
- Offer local insider tips and recommendations
- Develop custom activity guides
Building Intimacy
- Train guides to use children’s names throughout tours
- Allow post-tour interaction time with guides
- Send personalized restaurant recommendations
- Create photo opportunities throughout the experience
Pervasive Presence
- Implement countdown email sequences
- Send SMS welcome messages and navigation links
- Provide digital versions of activities
- Maintain multiple communication channels during the experience
Stage 5: The Sharing Phase
This final stage, equivalent to advocacy and loyalty phases, is where experiences transform into recommendations and repeat business.
Valuable Content
- Create shareable social media moments
- Offer limited-time discounts for additional experiences
- Develop exclusive content for past guests
- Provide photo opportunities and sharing guidelines
Building Intimacy
- Share Google Photos albums with tour photos
- Send personal thank-you video messages
- Create individual family highlights
- Maintain ongoing communication
Pervasive Presence
- Request reviews across multiple platforms
- Encourage user-generated content
- Create a “Family Hall of Fame” gallery
- Maintain active social media engagement
Maximizing Impact Through Integration
The key to success with this approach is ensuring that your marketing elements work together cohesively across all five stages. Each stage requires different messaging and tactics, but all should maintain consistency in brand voice and quality of delivery.
Best Practices for Implementation
- Map your current customer journey
- Identify gaps in your VIP delivery at each stage
- Create content that can be repurposed across multiple channels
- Build systems for consistent engagement
- Monitor and adjust based on customer feedback
The VIP Marketing Method™, when applied systematically across the five stages of travel, creates a comprehensive framework for connecting with and converting potential guests. By focusing on providing value, building intimacy, and maintaining a pervasive presence at each stage, tour operators can create a marketing system that naturally attracts and retains their ideal guests.
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About Kelsey Tonner
Kelsey Tonner is the founder of Guest Focus Tour Business Coaching and for two decades he’s been helping tour business owners as a mentor, consultant, speaker, experience designer, guide trainer, and award-winning tour leader.
Since 2015, their programs have helped over 2,000 tour operators from 75+ countries around the world and Kelsey has been a regular speaker at over 35 industry events and conferences. Learn more and get a free 45-minute strategy call here!
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