Designing Visitor Experiences: The Five Touchpoints That Matter Most

Throughout the visitor journey, there are five key touchpoints you should bear in mind when designing visitor experiences.

We have already given you our six top tips for what you should think about when you are designing visitor experiences: these touchpoints play into these considerations.

What matters most to visitors?

Using a CXD approach, we’ve addressed some of the age-old problems of CX professionals working across big organisations. Here are four examples:

Deciding where to travel

How people ultimately decide on where they will travel can be influenced by many factors. What they see or hear in the media will have a strong influence. The availability (or not) of enough relevant information about a destination, its culture and what you can expect when you are there is an important factor. Cultural differences also play a role.

Accommodation and other amenities

Accommodation is not just about where you will sleep. It is also about what is offered in and around the property. Different people will prioritise different elements and these can be influenced by whom they are travelling with: a family with small children is likely to prioritise different amenities to a retired couple, for example. Most people, however, will prefer to be relatively near to the things they would like to see and do during their visit.  

Food and drink

Food may not be the main reason for travelling to a particular destination for most people, but it can heavily influence the choice. This is particularly true for return visitors. The availability of food preferences and dietary requirements are both important, as is great service. These can often make or break an experience.

Local attractions and entertainment

How people like to experience a destination can vary hugely. Some like to tick off lists of typical or well-known places and activities. Others like to hang out in the ‘non-touristy’ areas.

Cultural dynamics will also play a part in where travellers spend their time. For example, many families will cater to the children in their group, while other families will look to a broader appeal.

Connectivity

While most people travel to relax and disconnect from real life, they still expect affordable high-speed internet access or Wi-Fi wherever they are. Connectivity offers both a sense of safety and the ability to research and discover in real time. Different people approach being in a foreign place in different ways.

What should you consider when designing visitor experiences?

• Make sure aspirational content is available both online and offline to promote your destination.
• Work with influencers and international media so the most desirable destinations are promoted in various channels.
• Ensure there are various types of accommodation that allow visitors to get the immersive experience of a culture they are looking for.
• Promote hotels and complexes that offer a taste of local culture while also delivering international standards of comfort and service.
• Make sure culinary experiences reflect regional offerings so making food synonymous with locations. Work with local operators who are trained, friendly, and engaging so visitors’ personal needs and expectations can be catered for.
• Offer tour and trip packages that allow visitors to experience everything the region has to offer, including indoor and outdoor activities in cities and further afield.
• Create unique, luxury experiences and attractions in iconic locations.
• Ensure that it’s easy for visitors to get connected: for example, give out free SIM cards at the airport and promote attractive data packages and international rates for tourists.
• Ensure and advertise high-speed connectivity everywhere, even in the most remote places in the country - and advertise this to tourists.

We'd love to help you. If you need a trusted CX partner, get in touch.