On a hot summer day , a family arrived at a small hotel on the Red Sea coast after a long journey. The children were tired, the mother exhausted, and the father feeling stressed. The receptionist did not simply hand them the keys. He smiled, called them by their names (he had remembered them from the booking confirmation), and they found a hand‑drawn welcome message from the hotel manager along with a fruit platter for the children in the room. The air conditioning was already on, the lighting was dim, and soft music was playing.

A week later, the father had not forgotten those touches. He wrote a detailed review on TripAdvisor and booked the same hotel for his next vacation.

This story is not fiction. It is a small example of what successful tourism projects do. The difference between an ordinary project and one that builds an empire lies in the quality of the distinctive tourism experience it offers and its ability to turn a satisfied customer into a loyal, repeat customer and a free promoter. In this guide, we take you on a journey to explore the secrets of customer loyalty in tourism – from the first search click to the last smile.

The Customer Journey from First Search to Last Smile: Where Are the Real Opportunities?

The customer journey in tourism projects consists of several stages, and each stage is an opportunity to prove your excellence and build loyalty. Let us analyse these stages together:

Search and planning stage – The customer begins searching for destinations, packages, and prices. Here, the opportunity lies in your website's speed and clarity of information. Ensure your website (which you can easily build with OTAS) showcases real experiences through authentic photos and videos, not stock images. Add a blog with travel tips – this builds early trust.

Booking stage – The booking process must be smooth, clear, and free of unpleasant surprises. Show full costs, cancellation policies clearly, and send an immediate confirmation message. A customer who feels safe at this stage is more willing to forgive a small mistake later.

Pre‑travel stage – This is a golden opportunity to ease the customer's anxiety. Send an email one week before containing: practical tips (weather, currency, clothing), a packing list, and an emergency contact number. This builds positive anticipation and reduces the likelihood of cancellation.

On‑site experience stage (the smile) – This is the heart of the distinctive tourism experience. Opportunities for improvement here are endless: a warm welcome, a smiling guide, a clean vehicle, an unexpected welcome snack – every small detail makes a big difference.

Post‑trip stage – Most providers end here, but you will begin. Send a thank‑you email, ask for a review, and share photos from the trip (with the customer's permission). A customer who feels that you have not forgotten them after payment is a customer for life.

Conclusion: Customer loyalty in tourism starts from the first click, but is tested at every touchpoint. Identify the weaknesses in your current customer journey and start improving one point each week.

Personalisation Before Booking, During the Trip, and After: How to Make Every Customer Feel Special?

Personalisation is not a luxury in tourism projects – it has become a basic expectation. The customer does not want a ready‑made package; they want to feel that the trip was designed for them. Here is how to apply personalisation at each stage:

Before booking: Personalisation through data – When a customer visits your website, use simple techniques to personalise content based on their location or previous behaviour (e.g., showing weekend‑friendly packages to those browsing on Thursday evening). You can add a short questionnaire: "Tell us your interests (nature, history, adventure, relaxation) so we can suggest the perfect package." This engages the customer from the start.

During the trip: Live personalisation – This is where real value lies. When the customer arrives, your team should be aware of their preferences (whether they have a food allergy, prefer a view window, or are travelling with children). You can use a simple CRM system to record these notes. Practical examples:

• If the customer is celebrating a birthday or anniversary, prepare a small cake or a congratulatory note in the room.
• If they are with children, prepare a small toy bag or a list of age‑appropriate activities.
• If they are a solo traveller, offer them the option to join a small group or provide a companion to chat with.

After the trip: Personalisation for repeat business – When sending a thank‑you email, mention personal details: "We hope you enjoyed your Red Sea diving trip with our guide Ahmed." Then offer tailored offers based on their previous trip: "Since you loved diving, we recommend our diving package at the next destination with a 15% discount." This shows that you remember and appreciate them.

Using technology wisely – You do not need a huge system. Even a simple spreadsheet to record notes about special customers can make a difference. The OTAS platform allows you to integrate a basic CRM with your website, making it easy to track preferences.

Warning: Do not over‑personalise to the point that the customer feels watched. Only ask for sensitive data when necessary, and respect their privacy.

Small, Pleasant Surprises: Low‑Cost, High‑Impact Touches on Customer Loyalty

You do not need to spend thousands of riyals to impress your customers. In tourism projects, small, unexpected touches often leave a greater impact than expensive services. Here are practical, low‑cost, high‑impact examples:

1. Personalised thank‑you note – Instead of a generic message, write a handwritten card (or printed with a manager's signature) congratulating the customer for choosing your project. Place it in their room or with their trip documents. Cost: almost zero (paper and printer). Impact: a feeling of personal appreciation.

2. Unexpected free upgrade – If you have a better room or an unbooked front seat on the bus, give it to a customer without them asking. Do not require them to be a repeat customer; sometimes make it random. Cost: zero (you would not have sold it anyway). Impact: a memory that lasts for years.

3. Small, place‑related souvenir – Not a regular fridge magnet, but something meaningful: a small jar of local honey, seeds of native plants, or a vial of coloured desert sand. Cost: 5‑10 riyals. Impact: the customer puts it on their desk and remembers you every day.

4. Surprise during the trip – Suddenly, the guide stops, takes out Arabic coffee and dates, and tells the customer the story of the area. Or on a hot day, they hand out cool wet wipes. Or at the end of the tour, they give a small booklet about the history of the places visited. These touches cost little but show genuine care.

5. Surprise discount on the next trip – After the trip ends, send the customer a 10% discount code valid for one year, with a message: "We hope to see you again – this is a gift for your trust in us." This encourages repeat business and shows you are thinking of a long‑term relationship, not a one‑time transaction.

The secret of surprises is that they are unexpected. When a customer becomes accustomed to something, it becomes an entitlement. But an unexpected touch stays in emotional memory – the strongest driver of customer loyalty in tourism.

How to Turn an Angry Customer into a Brand Ambassador (The Art of Complaint Handling)

In tourism projects, mistakes are inevitable – a bus is delayed, the guide mispronounces the customer's name, or the room is not ready. But the difference between a project that collapses and one that thrives is how you handle anger. A customer who is angry and then handled excellently becomes more loyal than a customer who never faced a problem.

The golden rule: Listen more than you speak – Let the customer vent without interruption. Thank them for telling you (many leave silently and leave a bad review without warning). Repeat what they said to ensure understanding: "If I understand correctly, you are angry because the bus was 30 minutes late."

Sincere apology – Apologise sincerely, even if the mistake was not directly yours: "I apologise on behalf of the team – this is not our standard." Avoid "but" phrases (e.g., "but the weather was bad") because they nullify the apology.

Fast and fair solution – Offer compensation options rather than imposing a single solution, for example:

• Partial refund.
• Free meal.
• Upgrade on the current or next trip.
• Valuable gift (e.g., a free additional tour).

The important thing is that the solution is immediate and that you make the customer feel that you have lost something because of your mistake (which is true).

Follow‑up after the solution – After the trip ends, send an email reassuring that the problem has been resolved and asking about their satisfaction. This shows that you take responsibility even after the commercial relationship ends.

When does a negative experience turn into loyalty? When the customer feels that you put yourself in their shoes and went to unusual effort to satisfy them. Some customers, after excellent compensation, become "ambassadors" who defend you in reviews: "A problem occurred, but they handled it brilliantly, and I will book with them again."

Warning: Do not automatically compensate every complaint without checking – some customers may exploit this. Evaluate each case objectively, but when you are wrong, admit it quickly and compensate generously.

Mastering the art of complaint handling turns the most dangerous weakness in a distinctive tourism experience into its greatest strength.

Creating a distinctive tourism experience is not exclusive to luxury hotels or giant companies. It starts with understanding the customer journey, personalising the service according to their needs, adding small unexpected touches, and handling complaints wisely. These secrets are what turn an ordinary customer into a loyal payer and a free promoter. Customer loyalty in tourism is a long‑term investment that returns many times over the effort and attention you give.

Do not let competition confuse you. Start applying one idea from this article today: review one touchpoint in your customer journey or add a pleasant surprise on the next trip.

Prepare your tourism project for unforgettable experiences.

Contact the OTAS team to build a website that reflects the excellence of your service and makes it easy for your customers to discover what you offer.

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