What your customers are trying to do
Visitors planning a trip want to check dates and book.
A tour operator website usually has to handle bookings with live availability, experience gift vouchers, tickets for seasonal or one-off events and recent reviews near the booking button.
Bookings with live availability: visitors compare several operators and book whichever shows clear dates first.
Experience gift vouchers: experiences are popular gifts, and vouchers sell year round.
Tickets for seasonal or one-off events: special events need their own capacity limits and sales pages.
Recent reviews near the booking button: first-time visitors rely on what other guests say before paying.