Consumers

The travel industry is big business in the U.S. and globally. In fact, the value of both is $2.2 trillion and $7.5 trillion respectively. For more stats on the travel industry check out a report on Statista.

When you work in the travel industry, on either the supplier or intermediary side, you spend a lot of time thinking about the traveling consumer.  One foundational concept is the vacation planning cycle, or as Google refers to it, the 5 Stages of  Travel. 

Dreaming - There's always a reason for taking a vacation or a "triggering need". It may be to rest and relax, visit friends and relatives (VFR) or a desire to try something new. In this first stage of travel consumers are dreaming of their options.

Planning - Vacations take a lot of researching and  planning. Some consumers like to do it on their own, while others like the expertise and confidence a travel agent brings them throughout the process.

Booking - After the planning is done it's time for the consumer to make a decision and book their vacation.

Experiencing - At last the consumer is on vacation! Assuming everything goes as planned the consumer is experiencing the vacation of their dreams.

Sharing - During and after the vacation a critical part of the cycle is the consumer sharing their experience.