Characteristics and customer journey for each delight segment
| Dissatisfied seekers | Content but cautious | Delighted advocates | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Gender | Education | SE status | Stayed with | Gender | Education | SE status | Stayed with | Gender | Education | SE status | Stayed with |
| Female 31% | Higher education 17% | Medium 23% | Family 30% Couple 24% | Female 39% | Secondary school 1% | Medium 13% | Family 26% | Female 51%, Male 49% | Secondary school 2% | Medium-low 0% | Family 33% |
| Male 69% | Post-graduate 23% | Medium-high 61% | Friends 22% | Male 61% | Higher education 13% | Medium-high 60% | Friends 23% | Higher education 21% | Medium 14% | Friends 21% | |
| High 16% | Alone 12% | College or university 59% | High 28% | Work colleagues 18% | College or university 57% | Medium – High 59% | Couple 20% | ||||
| Work colleagues 10% | Post-graduate 27% | Couple 15% | Post-graduate 20% | High 27% | Work Colleagues 12% | ||||||
| Organized trip 2% | Alone 13% | Alone 7% | |||||||||
| Organized trip 5% | Organized trip 7% | ||||||||||
| Stages | Inspiration and search | Decision-making | Post-experience | Stages | Inspiration and search | Decision-making | Post-experience | Stages | Inspiration and search | Decision-making | Post-experience |
| Main factors | Hotel reputation | Price | Location | Main factors | Hotel website | Main factors | Previous experience of the hotel | Local character of hotel | Originality | ||
| Previous knowledge of the hotel | Price | Recommendations from friends and family | Prestige of the hotel | ||||||||
| Size of room | Exclusive atmosphere | ||||||||||
| Emotions | Unsure | Unsure | Unsure | Emotions | Respected | Sure | Sure | Emotions | Happy | Happy | Happy |
| Worried | Worried | Worried | Sure | Sure | Sure | ||||||
| Pleased | Pleased | ||||||||||
| Proud | |||||||||||
| Commitment | Low | Low | Commitment | Medium | High | Commitment | High | High | |||
| Satisfaction | Low | Satisfaction | High | Satisfaction | High | ||||||
| Dissatisfied seekers | Content but cautious | Delighted advocates | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Gender | Education | Stayed with | Gender | Education | Stayed with | Gender | Education | Stayed with | |||
| Female 31% | Higher education 17% | Medium 23% | Family 30% Couple 24% | Female 39% | Secondary school 1% | Medium 13% | Family 26% | Female 51%, Male 49% | Secondary school 2% | Medium-low 0% | Family 33% |
| Male 69% | Post-graduate 23% | Medium-high 61% | Friends 22% | Male 61% | Higher education 13% | Medium-high 60% | Friends 23% | Higher education 21% | Medium 14% | Friends 21% | |
| High 16% | Alone 12% | College or university 59% | High 28% | Work colleagues 18% | College or university 57% | Medium – High 59% | Couple 20% | ||||
| Work colleagues 10% | Post-graduate 27% | Couple 15% | Post-graduate 20% | High 27% | Work Colleagues 12% | ||||||
| Organized trip 2% | Alone 13% | Alone 7% | |||||||||
| Organized trip 5% | Organized trip 7% | ||||||||||
| Stages | Stages | Stages | |||||||||
| Main factor | Hotel reputation | Price | Location | Main factors | Hotel website | Main factors | Previous experience of the hotel | Local character of hotel | Originality | ||
| Previous knowledge of the hotel | Price | Recommendations from friends and family | Prestige of the hotel | ||||||||
| Size of room | Exclusive atmosphere | ||||||||||
| Emotions | Unsure | Unsure | Unsure | Emotions | Respected | Sure | Sure | Emotions | Happy | Happy | Happy |
| Worried | Worried | Worried | Sure | Sure | Sure | ||||||
| Pleased | Pleased | ||||||||||
| Proud | |||||||||||
| Commitment | Low | Low | Commitment | Medium | High | Commitment | High | High | |||
| Satisfaction | Low | Satisfaction | High | Satisfaction | High | ||||||
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