L'Oréal

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Introduction:

Tourism and leisure market is a market known for attracting people, investors and different companies. Nowadays, different actors want to invest on it by making and adding new features to this very successful sector. Recent market researches done by different entities affirm that the travel industry based on an online support will continue to bloom. This blooming is mainly based on different factors but the most important and basic element that will guide it is the traveler himself because he is the main element and the principal user of this market products. Furthermore, the leisure travelers are becoming around the world very keen on using new technologies to know, plan and share their travel experiences.

This is why these different experiences shared, the information we can take from them and the “behavior” the traveler could develop are compulsory and necessary to be used to build a business relied to the traveling business and especially a business related to the travel booking using online technologies or online platforms. To have an efficient experience while using these technologies, we have different questions that we must answer as the type of experience travel they advocate, how they decide to opt for a destination better than other one, the technology they will use to make the booking and with which device and other important questions.

This is why doing a market research will help to highlight different elements that need to be lighten, precise and cleared.

According to Adrian Franklin and Mike Crang, tourism is a very important way to define how people see the world around and this lead them to want to visit new places, new cities and new cultures. However, even these sensibilities become inside a kind of routinization and transform the tourism based on discovering new cultures into making the culture itself touristic.

The research done by Girish Prayag, Sameer Hosany Birgit Muskat and Giacomo Del Chiappa in 2015 tried to link between the tourist emotional experience during his trip and the satisfaction he feels from this trip and how much he will recommend this travel experience. Emotions will then play an important role and will affect the travel industry in a very big way. In fact, the traveler has different kind of emotions during his trip and every day is different from the other. This is why during post consumption, the satisfaction is influenced by these different emotions.

Another research done by Sanghun Park and Carla Almeida Santos precises that the tourist experience is based on an approach composed by different sequences and phases. In fact this experience is very holistic and is impacted by elements as how every individual will enjoy the destination, the feeling toward the hosts, the new experiences he lives and what he feels toward this whole trip. But when it comes to a tourist experience based on online basis, we can add other features as moving to the site or the platform used to book the trip, the onsite experience and the post travel sharing.

In 2015, Bernd Frederik Reitsamer and Alexandra Brunner-Sperdin did another research to try to define what elements make a destination special and attractive. In fact, every destination nowadays from small towns to big touristic destinations have to take under consideration international context. This is why the destination should develop what we call a “leisure experience” and have a kind of profile that will attract tourists and make them want to come and visit. It is then a very efficient way to foster how attractive a destination could be.

From the previous lines, we can say that the traveler experience depends on different points and assets. We need to think then about the destination itself, the traveler needs, his emotional behavior, what he expects and many other features.

The following market research I will present aims to help developing an application that will help to design the perfect travel journey for every customer using different criteria and also used for different travel purposes.

1. Design of the research:

Nowadays, passing by a tourism agency or a tour operator to book a trip is being surpassed to use new technologies and very advanced platform. People prefer to go check tripadvisor or booking to know more about the destination they want to visit, what previous travelers think about it, which predisposition to have concerning the needed documentation (visa, official documents…) and also if they recommend going there or no.  After having all this date, they will choose a platform and book their journey.

The problem that we can face in this case is that the platforms only allow you to book hotels, flights and some activities and when you arrive to your destination you are practically lost and you don’t know what to really do to enjoy your time as the activities you have booked are generally some very touristic activities and sometimes tourists want to experience very different activities depending on the purpose of their journey.

This is why, the application I want to develop is an application that will allow every person to create and develop a journey from A to Z. The user will have to possibility to choose the “kind of the tourism” he wants to experience, we can find medical, cultural, sport, religious, adventure or even pleasure tourism; he could also delimit a budget, number of days, kind of facilities he wants to have and even if he wants to meet locals to share with them and talk.

Building an application like this will need tons of data, analytics and strategies development in order to build the « perfect » customer experience.

For reasons of efficiency and efficacity, I have chosen to launch this application at the beginning on one country as this country is known for having different potential customers but they don’t have the right technologies or online platform to plan their trips or journeys.

In fact, Morocco is a country where young people are thirsty to discover new places, new destination and especially new cultures. I want to make it possible for them to organize and have the best travel experience. For this, I am going to propose the following exploratory research design. By this exploratory market research, I want to go deep into discovering the insights of the online booking experience on the Moroccan market.

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