Qualitative study: the customer journey of Brussels, Belgian and international B2C visitors (2021)

visit.brussels is implementing a marketing strategy which is as "customer centric" as possible. To this end, segments have been defined for both B2B and B2C targets, based mainly on quantitative studies.

 visit.brussels wanted to conduct a qualitative study for a more detailed analysis of
the "customer journey" of its B2C targets and improve its knowledge of their needs and preferences, as well as the best "touch points" (both digital and physical) for satisfying its information and promotion missions.

The city trip is a 2-3 day break focused on discovery. It is more active and cultural than a long holiday.

The pathways are hybrid, digital and human interaction remain essential. The health crisis has reinforced the need for human connection and technology is never immune to failure.

Expectations are quite similar but the context varies (historical, pleasure, practical, freedom ...) and content is king.

•     Travellers are looking for a content-rich platform that presents an engaging and contextualised showcase of the city.

Expectations are twofold and brands must resolve these paradoxes

• A demand for uniqueness, authenticity, discovery and at the same time renown and recognition by peers
• A demand for autonomy and at the same time a desire for delegation

The requirements are higher in terms of personalising the journey, the experience and the comfort.

Security is ever present in all its forms.

Travellers book their transport and accommodation 1-3 months in advance (Europe), and 3-6 months in advance (distant countries). Belgians prefer to plan their weekends by month.

The ideal DMOs are at the centre of an ecosystem of incentives, informers, guides and journeys in partnership with all actors: Brussels inhabitants of all origins, newcomers, shops, transport, the hotel and catering industry, ecology, the bicycle sharing economy, housing...