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i. Awareness
Many customers will have some level of knowledge of the places they would like to visit and the kind of things they would like to do while on holiday.
Mentally, a travel bucket list is created through a number of means including feedback from friends and content consumed offline and online.
While awareness marks the first phase for a customer to make a booking, in a world where so many travel choices are available, the customer must ultimately move toward the motivation phase before an actual booking is made.