The Role of Digital Touchpoints in the Five-Star Hospitality Customer Journey

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Author(s): Camille Zabjesky (Kedge Business School, France), Belem Barbosa (University of Porto, Portugal)and Sara Neves (University of Porto, Portugal)
Copyright: 2025
Pages: 36
Source title: Effective Marketing and Consumer Behavior Tactics for High-End Products
Source Author(s)/Editor(s): Vera Teixeira Vale (University of Aveiro, Portugal)and Adriana Coutinho Gradim (University of Aveiro, Portugal)
DOI: 10.4018/979-8-3693-8739-9.ch006

Keywords: Business & Management / Business Science Reference / Marketing and Consumer Behavior / Operations & Service Management

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Abstract

The main aim of this chapter is to study the digital touchpoints influencing customers' decisions in the five-star hospitality industry. This chapter adopted a qualitative methodology in the form of semi-structured interviews. The findings suggest the preeminent role of online travel agencies and hotel websites as the two most powerful touchpoints influencing the decision-making of the customer and serving as the principal means of making the reservation at the hotel. It also stresses the growing influence of customer-owned touchpoints, particularly user-generated content, in influencing customer perception. This research emphasizes the significance of personalized engagement in influencing customer satisfaction and loyalty. Overall, the study presents practical managerial implications for hoteliers, offering insights on how to effectively interact with customers at each stage of their journey, thereby enhancing both service delivery and overall guest experience.

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The Role of Digital Touchpoints in the Five-Star Hospitality Customer Journey

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