4 Ways to Rock Your Customer Experience by Directing Customer Choices!

By Rebecca White
Published on January 14, 2018

Decision making for your customers and visitors can be stressful and overwhelming.

They have so many decisions to make, such as:

  • Where shall I go?
  • What shall I do?
  • Where shall I stay?
  • How do I plan my visit?
  • Where and what shall I eat?

The stress and overwhelm caused by these decisions can have a negative impact on the customer experience of your tourism brand.

Too many decisions = unhappy, overwhelmed customer

Why does customer experience matter?

Great customer experience = happy customer = raving fans online (eg TripAdvisor & social posts) = free & trusted marketing of your tourism brand!

What’s the solution to decision overwhelm?

While our customers and destination visitors may think they want a lot of choice when it comes to visiting your destination and/or experiencing your tourism product, they often have a much better experience when they are given direction and personalised suggestions!

Following are 4 ways tourism brands are helping reduce their customers decision making stress and giving them a better overall experience!

1. Maps

If you have visited Taronga Zoo in Sydney, you will know it’s an amazing experience.

However, it is overwhelming planning you visit and trying to work out which animals and live encounters to see so you (and the kids!) don’t end up backtracking all over the park!

The Zoo solves this problem very nicely through their visitor map, which makes it super easy to plan your visit.

The map provides a suggested main route, secondary itineraries, shows where & when the live events are happening and where to find specific animals.

The map takes a lot of stress out of planing your day, making a visit much more enjoyable and less overwhelming!

aronga Zoo improves customer experience through narrowing decisions visitors need to make via their visitor map.



If it’s relevant to your tourism experience, could you use a map to help guide customers or visitors on how to best experience your tourism product or destination?  

2. Have a “Tasting” experience

Another great example of reducing decision making stress was at Adelaide thai restaurant, Golden Boy, which I visited recently with friends.

Everything on the menu looked amazing, however we couldn’t decide what to choose to eat!

The wait-staff could see we were very undecided, so asked if we would just like to be “fed”?

We said a very big “yes”, and the staff went ahead and served us their “Tuk Tuk” banquet menu. The menu gave us an experience of lots of different dishes without us having to choose ourselves!

Plus, we tried some amazing dishes that we wouldn’t have ordered by ourselves.

We had a great experience with both food and service.

I know those of us there that night have all raved about the restaurant to others in person and on social media, plus I have been back a few times with other groups since!

GoldenBoy improves their customer experience by offering a sharing menu which takes the stress out of deciding which dish to order.


How can you give you guests a “tasting” experience of your product and at the same time reduce decision making stress for them?

3. Personal Recommendations

When visiting Florence a few years back, on check-in at our guest house Casa Nuestra, our host sat us down in front of a map of Florence, and spent a good 10 minutes marking out “must see” things in Florence based on our interests.

We really appreciated their recommendations, as there are over 900 things to see and do alone on TripAdvisor and over 2200 restaurants to choose from – very hard to choose which to include and not include.

Their recommendations helped narrow our choices, and their suggestions ended up being the highlights of our visit to Italy!

They truly got that their role wasn’t to just provide a few nights accommodation, but help us have the best experience possible in their city.


There are many hundreds of attractions and restaurants to choose from in Florence, which can be overwhelming

Personalised suggestions from our host helped take the stress out of decision making by sharing their local recommendations of attractions and restaurants.


How can you bring personal, local recommendations into your tourism experience and help guide or show your visitors into the hidden gems of your destination?

4. Itineraries

Providing suggested itineraries that are detailed, helpful and relevant to your ideal customer are also really great ways to reduce decision making stress and guide your visitors and customers.

Tourism Queensland do this really well on their blog.

They share many practical and helpful itineraries.

They help take the decision making pain out by organising and curating content for their destinations in a way the makes it easy to digest while also being super practical.

For example, if you were heading to Mission Beach for a few days and weren’t sure what to do? No worries check out their great tips in their 72 hours in Mission Beach blog.

Or if you were visiting Townsville and looking for the best breakfast spot? No worries, check out the blog covering the best breakfast spots in Townsville.



Consider creating destination itineraries on your website blog that are specifically for your ideal customers.

Send them out prior to their arrival on email (if they pre book) or feature them on social media and on your website for them to find via search or when visiting your website.

A few tips on crafting itineraries for your blog

  • Think about the key experiences your Ideal Customer love in your region
  • Come up with suggested itineraries for however long they usually stay, such as “48 hours in” or “1 week in”. Also consider blog posts that cover “Best of” attractions or suggestions for bad weather (eg inside activities for hot/wet/cold/snowy weather!). Check out this great example by Seppeltsfield Vineyard Cottage on best coffee options in the Barossa.
  • Make the itinerary detailed and specific. General itineraries are not helpful. People love it when you get really specific with tips/hints on each item you cover in the itinerary.
  • Take some of your own photos and short videos to make the itinerary more engaging.

Over to you

  • Based on your Ideal Customers and your specific tourism experience, what decisions do your visitors/customers find hard to make?
  • Using the ideas shared in the blog to get you started, how can you help your customers or visitors “focus” their choices that feel helpful and reduce the stress of decision-making?


This article was first published in 2016 and updated for accuracy in January 2018


Rebecca White

Rebecca is a tourism marketing specialist and co-director of Tourism eSchool. Rebecca loves working with tourism destinations & operators to create sustainable marketing strategies. Her specialty areas are tourism marketing strategy, visitor servicing, visitor engagement, social media, customer advocacy, customer experience, content marketing & blogging.