Uncovering and optimising the traveller journey
From dreamers to doers: How understanding traveller mindsets helps destinations craft seamless, high-impact experiences across the entire journey.
At XWORX, we’ve been studying the full arc of the traveller journey: from dreaming to planning to booking and experiencing. Different traveller mindsets guide decision-making at every phase of this journey. Here’s how destinations can design for each moment.
Before a traveller books a flight or packs a bag, something sparks the dream. That spark might be a photo, a film, a fleeting Instagram reel... Anything from a Netflix show about Korean street food to a friend gushing over a recent trip to Petra. What happens next isn’t random, it's the start of the traveller journey.
Understanding the traveler journey: from dream to departure
Every great trip starts with a dream. But turning that dream into reality involves multiple shifts in thinking.
Dream Phase: Fueled by inspiration, media, friends, or influencers, travellers loosely form preferences around activities, food, and places to stay.
Plan Phase: These preferences crystallize into decisions. People create itineraries, search for specific experiences, and compare locations.
Book Phase: Action is taken. Accommodations and activities are locked in, often influenced by proximity, reviews, and visual appeal.
Experience Phase: The traveller is on-site, interacting with touchpoints, both physical and digital, that define how well a destination meets or exceeds expectations.
Each phase isn’t just a step, it’s a collection of different mindsets. And each mindset demands a different kind of experience.
We'll share an example.
The dream phase: two key mindsets
The dream phase is all about discovery. Something has sparked an idea, and now travellers are on a mission to talk themselves in or out of making this idea a reality. Our research surfaced two key mindsets to build for during the dream phase of a trip.
Destination-Based Discovery Mindset
I know where I want to go; what can I do there?
This traveller has picked a place and now builds a trip around it, curating experiences to fill their days.
Example: ever since they were a kid, this traveller has wanted to visit the pyramids of Egypt... but what else is there to do?
Activity-Based Discovery Mindset
I know what I want to do; where can I do it?
For this type of traveller, the activity is the anchor, and the destination is chosen to support it.
Example: a traveller is dead-set on taking a scuba diving trip, and is now looking at the best options for scuba destinations.
Designing for both requires systems that flex, offering intuitive pathways to explore by place or by purpose.
I chose this island because it has a great mix of activities that the kids would love.
A real quote from a research participant, showcasing activity-based discovery
How else can you design for the plan phase?
To meet travellers where they are (mentally and digitally), destinations must align their offerings with how people think. The plan phase often involves researching a brand new, unfamiliar destination. When building experiences to help travellers during this phase, here is what works:
Activity-first Exploration: Let users browse based on what they love, hiking, scuba, food tours—then recommend locations that match.
Geographic Clarity: Help users form a mental map of the region. Where is everything? What’s near what?
Visual Anchors: Use rich, authentic imagery to inspire and guide. Show the food, the path, the view—not just logos and text.
"Good For" Tags: Summarise regions or sites based on traveller type or interest (e.g. “Good for Families,” “Good for Wildlife Spotting”).
Storytelling at Scale: Build familiarity with a region’s purpose and culture. Answer “Why should I choose this destination over others?” in every touchpoint.
“This really provides a powerful map of how big the region is… shows exactly what’s going on.”
Research participant reflecting on geographic clarity when researching a new region with one of our mobile app designs.
Digital and physical touchpoints that adapt to mindsets
A traveller might start on Google, move to Instagram, browse a tourism website, then download a destination app. Each point is a chance to support or lose them.
In the dream phase, visual storytelling and inspirational content convert curiosity into desire.
In the plan phase, filtering tools, saved lists, and maps support detailed research.
At booking, clarity around ratings, reviews, and activity logistics seals the deal.
On the ground, signage, education, mobile alerts, host interactions, and even itinerary AI can reinforce a seamless, satisfying experience.
Designing for this continuity is what makes travellers feel understood.
From first-time visitor to annual pilgrim
The true opportunity for destinations lies in creating experiences that spark emotional resonance. When travellers feel a genuine connection to the people, the place, and the culture—they come back. They share. They become advocates.
At XWORX, we don’t just create online check-ins and AR cultural exhibits. We design ecosystems that convert first-time visitors into lifelong advocates who begin planning their next trip before their departing plane even leaves the tarmac.
Call to action: build experiences people remember
Want to turn curious dreamers into loyal returners? Let’s design for their real mindsets, at every stage of their journey.
Reach out to XWORX to explore how we can shape your tourism offering into something unforgettable.
