Free editable Hospitality customer journey template


The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.

Activity map view

Detail view

The competition in the hospitality industry makes creating, understanding, and improving the customer journey map a competitive advantage that can set apart your hospitality business from others and make it known for superior customer experience.

Apart from serving your customers, it can help you to streamline and optimize the customer acquisition process. Having all your marketing activities laid out and supplemented by their respective KPIs will give you the needed perspective to find the weak links in your marketing strategy and lean into its strengths.

Tourists and business travelers are looking for accommodation in many different places, and having them all covered is crucial to ensure that no potential customer looking for a place to stay in your location will miss your establishment.

Our Hospitality customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.

Here’s the template outline:

1. Awareness

To increase visibility, hotels and guesthouses can leverage various channels like social media, travel websites, and partnerships to showcase their facilities, rooms, and unique services.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, followers, and web traffic.

Influencer partnerships

To enhance brand reach and credibility, we engage in collaborations with influencers, concentrating on metrics such as audience engagement, conversion rates, and brand sentiment.


To establish brand authority and attract interest, we maintain a specialized blog, focusing on metrics like gained traffic and time spent on page.

2. Consideration

Moving to the “Consideration” phase, the focus is on providing informative content and guidance. This might include virtual tours, local area guides, and guest reviews to demonstrate the experience and quality of services. Special offers, informative blog posts, and testimonials could engage potential guests and build interest in the overall experience.

Profile on booking sites

To influence decision-making, we manage profiles on booking platforms like and, emphasizing metrics like customer reviews, booking conversion rates, and profile views.


To improve online visibility, we implement SEO strategies, focusing on key metrics such as search engine rankings, organic traffic, and keyword performance.

Ads in tourist media

To reach potential customers, we advertise in tourism-related media, focusing on metrics like ad impressions, click-through rates, and conversion effectiveness.

3. Purchase

In the “Purchase” stage, the emphasis is on converting interest into bookings. Hotels might offer special packages, online booking discounts, or loyalty membership benefits to prompt potential guests to make a reservation. Clear information about room features, guest experiences, and positive reviews can encourage potential guests to book their stay.

Reservation system

To enhance customer retention, we use our own reservation system, focusing on the overall number of bookings as a key performance indicator.


To engage and inform potential customers, we maintain our website, focusing on the number of conversions and overall website traffic as key metrics.

Performance campaign

To effectively target potential customers, we run PPC (Pay-Per-Click) campaigns, focusing on metrics like the number of clicks, conversion count, and cost per conversion.

4. Loyalty

Post-stay engagement is essential for hotels and guesthouses. This phase involves post-stay surveys, follow-up emails, and loyalty programs to encourage return visits. Regular newsletters with local updates, exclusive offers for return guests, or loyalty benefits can help in retaining guests and fostering long-term relationships.


To support customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.

Email marketing

To nurture customer relationships, we engage in email marketing, focusing on metrics such as open rates, click-through rates, and the number of conversions generated.

Loyalty program

To strengthen customer retention, we implement a loyalty program, concentrating on metrics like enrollment numbers, repeat purchase rates, and redemption of rewards.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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