GUEST JOURNEY SELF-ASSESSMENT

When you have finished, add your scores for each column.

If you scored in:

Red = You should consider making some improvements in this journey stage – refer to the stage by stage guide for suggestions.

Yellow = You are doing ok in this journey stage; some additional work would be helpful.

Green = You are doing well in this journey stage but know that ‘good is the enemy of great’ so don’t rest on your laurels and ensure you look to continually improve to exceed your guest expectations.

Dreaming Planning Booking Experiencing Sharing

See page 36 for more on Dreaming

See page 38 for more on Planning

See page 40 for more on Booking

See page 42 for more on Experiencing

See page 52 for more on Sharing

This section will equip you with practical tips to improve your business by delivering transformational guest experiences at each of the Five Stages of Travel.

At each stage, you’ll get:

• Questions to help you think about the traveller’s experience from their perspective.

• A guide to help you to design and deliver an exceptional experience by addressing the core guest expectations.

• Examples of tourism and event operators delivering aspects of the stages.

• Links to further resources, if you would like to learn more.

Guide To The Stages

1. DRE A MING

YOUR GUESTS’ 5 STAGES OF TRAVEL

3.BOOKING

Operator actions to meet core guest expectations