Module Fifteen - Customer Points of Contact in the Travel Experience

Book excerpt: Within the past few years, passenger carriers have come to realize that there are abundant opportunities to engage with travellers at touch points throughout the travel-planning and booking process to engender additional brand loyalty and generate incremental revenue via ancillary services. There can be up to eight essential stages of the overall travel experience including: Inspiration, Planning, Booking, Purchase, Pre-trip, Departure, On-board, and Post-trip. Many passenger carriers are taking steps to transform their brand images and operations from mere providers of a commodity product (seats on a plane) or means to an end (a transporter of passengers from point A to B) into entities providing timely and alluring travel services throughout the customer experience.