Connecting the guest booking journey
Modern hotel marketing is a multi-channel puzzle. A guest might see a paid search ad on Monday, browse your website on Wednesday, click a personalized message on Friday, and finally book on Sunday night. Traditionally, the last step before booking gets most of the attention - if you can even figure out what that was! But what about the moments beforehand?
Understanding how those different marketing channels work together has always been difficult. Their combined influence is hidden, and hard to connect to actual outcomes. And separate tools might claim credit for the same booking, forcing hoteliers to spend valuable time determining where value belongs before they can try to work out what marketing ROI might really be.
At Triptease in 2025 we’ve been working on how to solve this puzzle by joining up more of the guest journey data captured by our Data Marketing Platform, so that we can provide hoteliers with a uniquely informed view.
A new way of looking at things
The new booking journey visualization is an experimental feature we’ve recently introduced into the Triptease platform. It shows, for the first time, a timeline of every Triptease interaction that led to a sample of bookings, leveraging our unified data layer to show the influence of cross-channel marketing in a new way.
Hoteliers can now see the role each Triptease touchpoint played, creating a connected guest journey from early interaction to confirmed booking.
Triptease users can find the new visualization in the main Dashboard and the Campaign Reporting page.
How it works, what it unlocks
The new visualization draws from Triptease’s unique data to map out how different marketing touchpoints influence guests before booking. Each timeline displays a series of events that led to a reservation, including:
- Metasearch or paid search ad clicks
- Retargeting ad views or clicks
- Interactions with on-site messages
A simple tooltip provides a summary of each journey, helping you to understand the sequence and impact of each touchpoint.
You can filter journeys by property and date range, making it easy to focus on recent activity or specific hotels in your portfolio.
Seeing the connections between your marketing channels can spark new questions like:
- How often do guests interact with multiple channels before booking?
- Are there touchpoints you’re undervaluing?
- What kind of lead time is most common?
- What combinations of touchpoints result in bookings?
For many hotels this will be the first time these dots have been joined in one place. Instead of guessing at what’s happening, now they can see it for themselves
“No way! So cool … This is prompting so many questions.”
CRM Director, US mid-market hotel chain
A new view of value
The new booking journey visualization is just one example of what Triptease’s data-driven platform can unlock. But it’s not the only way we’ve been working on how to apply more joined-up data. We’ve also introduced new cross-channel attribution models to our reporting to give hoteliers an even more informed view. Watch out for more information on that soon.
Help shape the future
As an experimental feature, the booking journey visualization is designed to evolve. We’re opening it up to all Triptease customers so we can learn what matters most. What interests you? What do you wish you could do with this data? We're excited to hear your feedback.
And if you’re not a Triptease user yet but would like to learn more, get in touch to find out about Triptease’s Data Marketing Platform and the work we’re doing to provide a unique view of hotel booking journeys.
