The customer journey continues to become more complex as time goes on. People use more and more sites when researching hotels and have hundreds of digital touchpoints before booking.

Just consider each different type of search query on multiple channels. You might start with 'vacation ideas for June', which leads to ‘Hotels in Portland’, which becomes ’hotels in downtown Portland’. Then, once you discover 5 x hotels that are downtown and compare how close each hotel is to Powell Book Store, you narrow it to 2 x hotels and start diving into TripAdvisor for reviews and photos and then Instagram to see some recent images of the property. As you can see, hitting 200+ touchpoints is easy.