Whether we daydream of sandy beaches, or the bustling streets of a far-away city, the desire to travel and experience the world is an all too familiar one. While we all look forward to vacations, few people enjoy the task of endless browsing and comparing dates and prices across multiple websites.
So why is it so difficult to book a vacation? When we look at customer behavior there are multiple steps that customers go through that are not really supported by many digital travel companies. Think with Google (among others) broke the task down into 4 distinct phases: Dreaming, Planning, Booking, and Experiencing.