When I book a place I have never seen, I want to know what it is really like, so a decision made two months earlier does not cost the whole trip.
Khi tôi đặt một chỗ ở mình chưa từng tới, tôi muốn biết nó thật sự thế nào, để không mất cả kỳ nghỉ vì một quyết định đặt từ hai tháng trước.
Job context
- Who
- Someone booking a stay
- When
- Weeks or months before travelling
- Trigger
- Arriving to find it unlike the photographs
- Situation
- Every piece of information comes from the seller
- Constraints
- Booking early is cheaper and booking late means nothing is left
5 Pains
Photographs are shot from the kindest angle
HighA small room looks large and a bad view is cropped out.
Root cause: The photographs are chosen and taken by the seller
Old reviews say nothing about now
HighThe owner changed, the place declined.
Root cause: The score merges years of reviews into one number
No idea what is around it
HighA map says nothing about noise or whether you can walk anywhere.
Root cause: Location is described in distance rather than in experience
Cancelling costs money and staying costs the holiday
HighDecided on arrival, while exhausted.
Root cause: Cancellation policies are designed to protect the seller
Prices shift so nobody knows when to book
MediumEarly or late can both be wrong.
Root cause: Prices are adjusted automatically against daily demand
5 Desired Outcomes
See the place as it currently is
FunctionalKnow which reviews still hold
FunctionalUnderstand the surrounding area
FunctionalChange the decision on arrival if it is wrong
FunctionalNot spend two months worrying they chose wrongly
Emotional
5 Existing Solutions
A solution is not the same thing as a product, a customer can hire a behaviour or a workaround too.
Read the low-scoring reviews carefully
BehaviourThe most truthful source, mixed with complaints about nothing.
Look at guest photographs rather than the host's
WorkaroundFar closer to the truth, and usually very few.
Book a free-cancellation rate
ProductPreserves a way out, at a noticeably higher price.
Message the host before booking
BehaviourThe most specific answer, from the party selling.
Book only where someone known has stayed
BehaviourThe most reliable, covering very few destinations.
2 Opportunity Gaps
Every description of a place is written and photographed by the seller, while the only people who could describe it honestly have left and have no reason to come back and say so.
Why existing solutions fail: Booking platforms earn per booking rather than per satisfied stay, so a more honest and therefore less flattering description reduces exactly the number they optimise.
Potential opportunity: Guest photographs carrying dates, shown level with the host's rather than in a secondary tab.
The review score is one number pooled across years, while what a booker needs is the current state, and the pooling erases every recent change.
Why existing solutions fail: A score computed over the last three months would swing hard and make many places look worse, so platforms keep the long pooling, which is steadier and also less meaningful to whoever is about to travel.
Potential opportunity: Splitting the score by period and by ownership, so a change of owner is not hidden behind a five-year average.