5 Key Questions to Improve your Tourism Business’ Customer Experience and Close More Sales

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Marketing psychologist Kit Yarrow notes that customers want five things from a purchasing decision1:

  1. to feel more in control
  2. to reduce the fear of making a mistake
  3. to simplify the decision process
  4. to offer clear and immediate emotional benefits, and
  5. to be free of obstacles

As such, if you want more sales for your tourism business there are 5 key questions you should use to critique and continually improve the customer’s purchase experience in your business.

  1. How can we make the customer feel more in control?
  2. What guarantees or assurances can we make to reduce the customer’s fear of making a mistake?
  3. What information can we provide to simplify the decision-making process?
  4. What immediate emotional benefit will the customer feel after making a purchase, and how can we heighten, reinforce, or lengthen this?
  5. What obstacles are standing in the way of a customer purchasing?


1. from “Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter)” by Neumeier Marty.



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