COVID-19 is not the first challenge that tourism industry has faced in recent decades. Those companies that work with African destinations faced serious bookings decline during Ebola virus outbreak. Zika was a huge challenge for Latin American tour operators.

During all these disasters, we could learn a lot about customers behavior. Tourists travel for pleasures and experiences, but often fears and so called "customer pains" are much more important factors for making the purchase decision, compared to simple product features.

To successfully create and sell products and services, you need to "identify your customers pains". But where to look for? How can you find the pain, if nothing really hurts? Why customers fears are more important than the product features?

This topic is especially important for tourism businesses. Sometimes it is hard to understand the depth of the customers motivation. However, if you look closer, you will find a lot of new information about how tourists buy your services.

On this webinar, we will consider customer motivation in tourism, from pleasure-seeking to problem-avoiding, to understand how tourists make the purchasing decisions - from multi-day tours to buying souvenirs.