For many years, the guest journey in hospitality was a largely linear, predictable process: awareness, consideration, booking, arrival, stay, departure, and hopefully return.
But in 2025, the guest journey is anything but linear. The amount of digital touchpoints has increased and guests now use a variety of channels including: AI, search engines, review sites, social media, OTAs, loyalty apps, and direct booking channels – often all in the same decision cycle.
At the same time, expectations have shifted. Guests want seamless, personalised, and convenient experiences at every step, whether they’re booking a luxury hotel stay, reserving a table at a restaurant, or buying tickets for a leisure attraction.
Yet too many hospitality businesses still treat digital as an add-on instead of an integral part of their guest experience strategy. It’s time to rethink what the guest journey really means in a digital-first world and how to design for it.