The sequence of interactions a potential guest has before making a booking, from search to post-stay follow-up.
The customer journey is the set of steps a person takes before becoming a customer - awareness, research, comparison, decision, and post-purchase experience. Journeys are rarely linear, which is why single-touch attribution and “one channel” thinking often fails.
Browse related definitions in the same glossary category.
Audience Segmentation
Dividing potential guests into groups based on behaviour, demographics, or interests to tailor marketing messages.
Average Daily Rate (ADR)
A hotel performance metric showing the average income per paid room occupied in a given time period.
Booking Engine
An online reservation system that allows hotels to take direct bookings through their website, usually integrated with PMS or channel managers.
Booking Funnel
The journey from awareness to reservation. Includes discovery, consideration, booking, and post-stay loyalty stages.
Booking Window
The number of days between when a guest books and their arrival date - valuable for campaign timing and segmentation.
Build vs Buy
The strategic decision between developing custom solutions or purchasing existing products and services.
Understanding "Customer Journey" is just the first step. Our team at TwoSquares specializes in technical SEO and digital strategy, helping brands turn complex concepts into measurable growth.