Why Guests Decide Long Before They Arrive — and What Hospitality Brands Miss

Hospitality and tourism brands are operating in an experience-driven economy where guests increasingly form expectations, preferences, and shortlists long before they book or arrive. While physical service remains critical, digital experiences now play a decisive role in shaping perception, intent, and willingness to spend.

Many hospitality brands still rely on static websites, image galleries, and generic booking journeys. These formats struggle to communicate atmosphere, experience, and differentiation, leaving guests to make decisions based on price or brand familiarity rather than emotional connection or understanding of what sets an experience apart.

Industry research highlights the importance of pre-arrival digital influence:

• Research from Google shows that travel decisions are heavily influenced by online research and inspiration, with travellers forming preferences well before booking or arrival.

• Consumer insight from Booking.com highlights that travellers increasingly prioritise experiences, emotional connection, and confidence in what they will receive when choosing where to stay or visit.

• Industry analysis from Skift consistently shows that immersive digital storytelling and experience previews influence booking intent and brand preference in hospitality and tourism.

Traditional hospitality marketing often falls short because:
• Static imagery fails to convey atmosphere and experience
• Websites prioritise rooms and rates over storytelling
• Digital journeys end at booking, not expectation-setting
• Upsell opportunities appear too late in the guest journey
• Little insight is captured into guest intent before arrival

Leading hospitality and tourism brands are shifting from transactional booking journeys to immersive pre-arrival experiences. By allowing guests to explore destinations, amenities, and experiences digitally, brands are increasing confidence, driving higher-value bookings, and improving satisfaction before guests even arrive.

Top 5 Practical Solutions

1. Immersive Pre-Arrival Experiences
Interactive digital previews that allow guests to explore spaces, amenities, and surroundings before booking or arrival.

2. Experience-Led Storytelling
Digital journeys that focus on how it feels to stay, visit, or experience — not just where or how much.

3. Personalised Itinerary & Experience Discovery
Helping guests explore relevant activities, dining, wellness, or excursions based on interests and trip type.

4. Pre-Arrival Upsell & Intent Capture
Identifying guest interests early to drive higher-value bookings and tailored offers before arrival.

5. Data-Led Guest Insight
Capturing behavioural data to understand what guests value most, informing marketing, pricing, and on-site experience design.

Hospitality brands that shape expectations early are better positioned to build trust, increase booking value, and deliver experiences that meet — or exceed — guest expectations. In a crowded market, the experience begins long before check-in.

 Explore how immersive pre-arrival digital experiences are transforming hospitality and tourism engagement.