Free editable Travel & toursim 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 peculiarity of the travel industry is that most of your customers live far away from you and they make a decision about whether to go with you or not without ever visiting your location or having a first-hand experience with anything that concerns you.

When people don’t have the information themselves, they have to rely on the information from others. This makes online reviews and online lists incredibly important. Being nowhere to be found on social or price comparison websites will make getting new customers almost impossible.

A negative review can hurt you much more than a positive review can benefit you. A customer journey map is perfect for simulating customer experience and making sure no touchpoint would give them a reason to give you anything other than 4 or 5 stars. It’s also great for preparing a plan to actively solicit reviews from satisfied customers and preventing (or dealing with) the negative ones.

Our Travel & tourism 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

Increase visibility through partnerships with popular travel platforms like Expedia or TripAdvisor, while utilizing engaging content on social media platforms such as Instagram and Facebook. Feature visually compelling content showcasing diverse travel destinations and exciting itineraries to capture the attention of potential travelers.

Social media

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


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


To build and maintain a strong brand reputation, we engage in public relations activities, focusing on metrics such as the number of media appearances and the impact on brand awareness.

2. Consideration

Provide informative content on the travel agency’s website, including destination guides, travel tips, and customer testimonials. Implement targeted email campaigns featuring exclusive travel deals, enticing potential customers to consider the agency for their upcoming trips. Leverage blog posts and social media to share stories of memorable travel experiences.

Influencer collabs

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

Display campaign

To increase consideration for future purchases, we conduct display campaigns focusing on KPIs such as visits, cost per click, CTR (click-through rate), and conversion rates.


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

3. Purchase

Streamline the booking process with a user-friendly website and consider collaborations with airlines and hotels to offer package deals. Provide personalized consultation services and special promotions for direct bookings. Utilize email marketing to send booking confirmations, pre-travel information, and exclusive offers to enhance the customer’s journey.

Search campaign

To capture active interest and drive sales, we implement paid search campaigns (PPC). Key metrics include conversion rate, cost per acquisition, and ROI (return on investment).

Remarketing campaign

To re-engage previous visitors, we run remarketing campaigns through PPC. We focus on metrics such as return visitor conversion rate, cost per conversion, and ROI.

Partnerships with holiday comparison websites

To broaden our market presence and provide customers with diverse options, we collaborate with holiday comparison websites, with key metrics including the number of partnerships established and the increase in customer acquisition attributed to these collaborations.


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

4. Loyalty

Foster post-trip engagement through follow-up emails expressing gratitude, encouraging customers to share their travel experiences on social media, and providing surveys to gather feedback. Implement loyalty programs with rewards for repeat bookings and share regular newsletters with updates on travel trends, exclusive promotions, and personalized offers to maintain a connection with past travelers.


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

Customer satisfaction

To continuously improve our services and understand customer needs, we focus on collecting customer feedback, emphasizing metrics like the volume of feedback received and the insights gained from it.

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.

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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