The period between booking and pre-travel is normally used to sell more stuff to the customer. Sell them airport parking, sell them insurance, sell them an upgrade to something or other.

In an article on Tnooz, Alex Bainbridge propose that you use this time to start to set expectation. Start a conversation with the customer.

That way a supplier can remove a cause of negative experiences while they still have the chance. A strategy that would also position review websites as being useful to suppliers rather than just as scorers of historical customer experiences that the supplier can