The travel booker - "My Hot Take"
Travel Shopper Archetypes
In my broad experience of the travel industry I understand that planning an overseas holiday can involve complex decisions about flights, accommodation, activities and experiences. The Nielsen Norman Group identified that there are five core eCommerce shopper types. During a research activity at Helloworld Travel I leveraged this information to develop our travel shopper archetypes so, as a team, we could understand what motivates each one and identify opportunities to make their booking and buying experience a personalised one.
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Product-Focused Travellers
Product-focused travellers know exactly where they want to go. They might be returning to a beloved destination, visiting family overseas, or have a specific event to attend. They've done their destination research and now need to execute their travel plans efficiently.
They are motivated by speed, certainty and securing their preferred dates and flights. They are eager to avoid price increases, securing preferred seats and ensuring their travel dates align with their fixed plans. They often have non-negotiable requirements like specific airports or hotel locations.
How can we help them
Give the access to direct, multi-city booking tools with minimal steps from search to confirmation and real-time availability for flights and accommodation. Dates displayed should be versatile and show price variations within their acceptable range.
The Inspiration Seeker
These are travellers who are in a browsing phase of their travel planning. They have an idea of where they want to travel but are exploring possibilities, comparing destinations and seeking inspiration for their next trip. They enjoy the planning process as much as the journey.
They are motivated by discovery and finding the perfect destination or experience that captures their imagination. They are motivated by wanderlust, unique experiences, and the excitement of exploring new possibilities. They often have time and budgets.
How can we help them
For this type of shopper we can offer them destination discovery tools filled with stunning visuals and immersive content:
Interactive maps showing flight routes, journey times, and relative costs from major Australian cities
Travel inspiration content including blogs, videos, and user-generated experiences (Social media is ideal for this)
Flexible search options like "Anywhere" destination
Social proof elements showing what other travellers have booked and reviewed
Wishlist functionality to save and compare potential destinations
The Travel Planner
Planners approach international travel as a significant investment requiring thorough research. They compare airlines, read hotel reviews extensively, research visa requirements, and want to optimise every aspect of their overseas journey.
They are motivated by making informed decisions and maximising travel value. They're driven by the desire to avoid travel disasters, get the best value for money, and ensure their overseas holiday meets their expectations. They may plan months in advance and appreciate detailed information.
How can we help them
The Deal Finder
The Deal Finder is on the lookout for a bargain. They are fanatical about finding the best deals. They're flexible with dates, destinations, and even accommodation standards if it means significant savings.
They are motivated by maximising their travel budget and the satisfaction of securing great deals. Flash sales, error fares, and package deals that offer great value. They take pride in travelling further for less money than others.
How can we help them
This is all about the promos. Use deal alerts and flash sales with flexible date grids showing cheapest travel periods. Package deal bundles combining flights, hotels, and activities for better value. Last-minute deals for spontaneous travellers with flexible schedules. Shoulder season promotions highlighting off-peak travel benefits Design points and miles integration helping to maximise frequent flyer benefits.
The One-Time Booker
One-time travel bookers are infrequent international travellers who may be taking a once-in-a-lifetime trip, celebrating a special occasion, or venturing overseas for the first time. They're often unfamiliar with booking processes and international travel requirements.
They are motivated by avoiding embarrassing errors, ensuring they meet all travel requirements and having support when things go wrong. They value guidance and reassurance over speed.
How can we help them
Guided booking experiences with step-by-step assistance is key factor. Information needs to be clearly explained. This includes things such as, passports, visas, insurance and customer support with local phone numbers and online chat support.
Creating simple package deals that bundle everything together reduces the complexity for this type of booker.
Summary
Through our comprehension of the travel booking archetypes, travel companies can create experiences that feel intuitive and supportive for people planning overseas travel. By designing for these distinct needs and motivations, we can turn the complexity of international travel planning into personalised booking experiences that confidently measured on a business level.
