Millennials' online hotel booking journey : what? How? Why?

Abstract

To understand millennials’ booking journey comprehensively and thereby guiding them to reserve hotel accommodations via the lucrative channels, it is of necessity for hotels to capture all the touchpoints and channels employed by customers. Harnessing a mixed-method approach (including scenario-based experiments and think-aloud protocol analyses), this study research and unveil the complexity and diversity of millennials’ online hotel booking journeys. Through the answers from “what”, “how” and “why” diversified channels constitute millennials’ online booking journey, this study provides valuable information to understand millennials’ online hotel booking journey in a bigger picture.