Understanding Customer Preferences in the Travel Industry

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The value and importance of
understanding the needs, wants
and preferences of target customer
groups for tour operating services

Table of Contents
• Slide 3- Introduction
• Slide 4- Value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry
• Slide 5- Different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation
• Slide 6- Review how customer engagement factors determine customer on boarding
strategies for different target customer groups within a service sector organisation
• Slide 7-Create a customer experience map for a selected service sector organisation
• Slide 8- Create a customer experience map for a selected service sector organisation
• Slide 9- Customer touch points throughout the customer experience create business
opportunities for a selected service sector organisation
• Slide 11-Create business opportunities for a selected service sector organisation
Slide 12- Conclusion
• Slide 13- Reference List

Introduction
• This study focuses on
enhancing the experience
of customers throughout
their travel journey.
Firstly, it will provide a
power point presentation,
which will be comprised
of explaining the
expectations and needs
of market segment of UK
based tourism industry.

Value and importance of understanding the needs,
wants and preferences of target customer groups for a
service sector industry
• Youth wants to visit places at
reasonable prices, whether it
be cost of lodging or
transportation.
• They will prefer to stay at
reasonable hotels by means
of public holiday packages
and will travel through public
transportation by boarding
standard passenger flights.

Different factors that drive and influence customer engagement of
different target customer groups within a service sector
organisation
• Availability of certain medical facilities in
sudden severe conditions will drive them in
order to acquire the courage needed for
initiating travelling through agencies of the
company and be their prime customers

Review how customer engagement factors determine
customer on boarding strategies for different target
customer groups within a service sector organisation
• Social media
marketing and online
businesses for
purchasing and
booking purposes
also plays a major in
attracting and on-
boarding new set of
customers

Create a customer experience map for a selected service sector organisation

Create a customer experience map for a selected service sector
organisation

Customer touch points throughout the customer
experience create business opportunities for a
selected service sector organisation
• Customer touch points
refer to several
interaction points of
customer and
company. It comprises
of all sorts of entities,
which can become an
interface for consumer
and the organisation.

Create business opportunities for a selected service sector
organisation
• Company can improve their social media
marketing strategies in order to attract new set
of target customers, which can be identified as
a pre-purchase touch point.

Conclusion
• It is very important to understand experiences
of customers while using services of travel
agencies in order to form an appropriate
customer experience map. Company
segments their particular set of target
customers from the market and conducts
activities in order to fulfil their recruitments.