User Journeys
Different visitors come to the site for different reasons. Understanding what each type of visitor is trying to do helps you make better content decisions — what to include on a page, how to word it, and what to link to.
Who visits the site
Section titled “Who visits the site”| Visitor | What they want |
|---|---|
| Group organiser looking for a tour | Find a tour that suits their group and get in touch |
| Group organiser who has already been in touch | Check details of a tour they are considering or have booked |
| Tailored tour client | Read their private itinerary and pay their balance |
Journey 1: Browsing for a tour
Section titled “Journey 1: Browsing for a tour”This is the most common journey. The visitor is a group organiser — perhaps a coach club secretary or a social club committee member — looking for a tour for their group.
- They arrive at the site, usually from a web search.
- They browse the Group Tours listing or go straight to a destination they have in mind.
- They find a tour that looks suitable and open the tour page.
- They read the details: the itinerary, the dates, what is included.
- They use the enquiry link or the contact form to get in touch.
- The rest of the booking happens with Tailored Travel directly, not via the website.
What this means for you as editor: Tour pages need to be complete, accurate, and easy to scan. Dates, inclusions, and departure points should be prominent. If a detail is missing or wrong, an organiser will notice.
Journey 2: Returning to check details
Section titled “Journey 2: Returning to check details”A group organiser who has already spoken to Tailored Travel may come back to the site to check a specific piece of information — a date, a hotel name, a departure point.
- They go directly to the tour page they have already seen.
- They find the detail they need.
- They leave.
What this means for you as editor: Keep content up to date. An organiser who finds wrong information loses confidence in the business.
Journey 3: Tailored tour client
Section titled “Journey 3: Tailored tour client”A tailored tour client has received a PDF from Tailored Travel with their itinerary. The PDF includes a URL and a tour number.
- They visit the URL from their PDF.
- They see a login screen asking for their tour number.
- They enter the tour number. They are taken straight to their itinerary.
- They read the itinerary online.
- They may use the balance payment link to pay online.
- They may come back again closer to departure to check details.
What this means for you as editor: The tour number must match what is on the PDF. The itinerary content must be accurate. The payment link must be live and correct.