How do customers typically perceive the travel experience?

Customers typically perceive the travel experience by focusing on personal benefits. This encompasses how the travel experience will enrich their lives, offer enjoyment or adventure, provide relaxation, or create memorable moments with loved ones. Travelers often seek experiences that align with their desires, whether it's to explore new cultures, enjoy a leisurely beach vacation, or partake in thrilling activities.

While features of a product (like accommodations and included amenities) may attract attention, they serve as components of the broader experience rather than the primary focus. Pricing does play a role in decision-making, but it is often more about value and perceived benefits rather than simply seeking the lowest price. Extensive itineraries can be attractive to some, but they might not resonate with those looking for a more relaxed or spontaneous approach to travel. Ultimately, the desire for personal benefits drives customer preferences and shapes their perception of the travel experience.