Sarah and the Funnel - How Sarah's Journey to Kerala reveals Travel Marketing Gold
Hey there, fellow marketers and travel industry experts!
Today, we're diving deep, not into analytics dashboards or keyword research (though we love those too!), but into the heart of what makes marketing work: understanding people. And what better way to do that than through a story?
Meet Sarah. She's not just a character; she's a window into the world of Marketing Personas and the customer's path through the Marketing Funnel, especially in the vibrant travel industry.
(Part 1: Crafting the Persona - Meet Sarah)
Sarah, aged 25, is a passionate philosophy and history teacher. She’s a perfectionist, which makes her first job at a new school highly stressful. Recently, her principal, an old man whose bones crackle with every movement, slid a written warning across his desk towards her, asking her to be serious and keep emotional distance with the teens. "You are far too good with them Sarah" he said and the pressure added up for the fresher teacher.
Her sanctuary? Her mother Lily’s home. Lily, a recent enthusiast of Ayurvedic recipes, comprehends Sarah's struggles. She brews unique tea blends and bakes the butter biscuits of Sarah’s childhood, providing moments of calm. Lily's got a pile of her favourite newspaper on the kitchen counter and Sarah finds confort in the smell of ink on cheap paper and the travel coupons on the back page. They are fuelling her dreams of exotic getaways and new cultures but she is afraid that if she uses them she might end up in a group of pensioners gazing at the Pyramids of Egypt and talking about thermal baths.
Her best friend Laura is a menopausal woman who is constantly battling a bloated stomach with a variety of alternative therapies and her sense of humour provides a much-needed comic relief. Laura’s sarcastic wit is a balm to Sarah’s fragile nerves. 'Still trying to outsmart your own digestive tract, love?' Sarah might tease, only to be met with, 'Someone has to, darling. It's clearly rebelling."
But at school, there's Ken. A geography teacher with five years' experience, Ken has sweaty fingers and makes unsettling noises while munching his sandwich. He craves the position of the principal and sees Sarah, with her organised approach and popularity among students, as a threat. During breaks, Sarah often sees him whispering to the principal, his sweaty fingers covering his mouth and his eyes darting towards her from behind his glasses. She feels the chill of his ambition.
This, my fellow marketers and travel industry enthousiasts, is Sarah’s persona:
Demographics: 25, female, teacher.
Psychographics: Perfectionist, stressed, values comfort and nostalgia (mum's tea, biscuits), dreams of travel, appreciates tangible media (newspapers), seeks relaxation, values genuine connection (Laura, her students).
Pain Points: Extreme work stress, feeling threatened, insomnia, disillusionment.
Motivations: To find peace, escape, feel valued, achieve work-life balance.
Understanding Sarah – her hopes, fears, and daily life – is the first step to reaching her.
Part 2: Navigating the Marketing Funnel – Sarah's Path to Discovery
Awareness & Interest Stage:
Sarah's stress manifests as chronic insomnia. Nights are spent scrolling social media, a desperate attempt to quiet her mind, but sleep remains elusive – 2-3 hours if she's lucky. Her doctor has prescribed sleeping pills and recommended therapy.
Lily, always an advocate of natural remedies, is deeply worried. 'Pills, Sarah? There has to be another way.' She gives Sarah a special tea blend, promising relaxation and a natural night's sleep. The tea her mother brewed did bring a fleeting calm, a warm embrace in the chaos of her mind, but sleep remained a distant shore.
One evening, scrolling through Instagram, not even consciously looking for anything but a distraction, a beautifully shot, short video caught her eye. It was from a page called 'Samasthiti.' The video showed gentle, flowing movements , a mindful stretching sequence – set against a backdrop of lush greenery and calming music. The caption read: 'Breathe. Find a moment of stillness in your day. Your mind will thank you.' Sarah paused. She didn’t click, didn’t follow, but the name 'Samasthiti' and the feeling of peace the video evoked lodged somewhere in her subconscious. It was a tiny, almost imperceptible seed."
Marketing Insight: This is a classic top-of-funnel content marketing play. Samasthiti isn't selling anything yet. They're providing value, associating their brand with peace and mindfulness. It's a soft introduction, building brand recall for when Sarah is more actively seeking solutions. She's aware of the brand, even if passively.
New Touchpoint 2: The Whispers of Wellness (Mid-Funnel Consideration - Blog/Article Discovery)
The first few days of her 'sick leave' were a desolate landscape of pyjamas and existential dread. She typed endless search queries into her laptop: 'how to overcome burnout,' 'natural remedies for anxiety,' 'philosophy of happiness when life sucks'.
One search led her to an article titled 'Reconnecting Mind and Body: Ancient Wisdom for Modern Stress.' It was a thoughtful piece, discussing the limitations of purely cognitive approaches to well-being and highlighting the benefits of somatic practices and mindfulness retreats. The article mentioned several philosophies and destinations, and as she scrolled through the 'Further Reading' or 'Recommended Resources' section at the bottom, she saw it again: Samasthiti – Holistic Wellness Journeys. There was a link.
This time, curiosity, born from a deeper need, made her click. She landed on a beautifully designed blog page on the Samasthiti website. She read a couple of posts – one on the Ayurvedic principles of balance, another on the transformative power of disconnecting from digital noise. It wasn't selling a trip; it was selling an idea, a possibility of peace that resonated with her mother's wisdom and her own deep yearning. She didn't book anything, didn't even look at their packages yet, but she bookmarked the site. Samasthiti was no longer just a fleeting image; it was becoming a potential answer."
Marketing Insight: Sarah is now in the consideration phase. She's actively researching. Samasthiti's SEO efforts or content partnerships have paid off, making them discoverable. The blog content positions them as experts and thought leaders, building trust and aligning with her values (philosophy, Ayurveda via her mum). The bookmark is a clear indicator of deeper interest.
One particularly gloomy, sleepless night, an ad for a sleep-monitoring app pops up on her social media feed. It promises to provide insights, identify patterns and offer solutions – for a monthly fee. Her finger hovers over the subscription button. But then Laura's voice echoes in her mind: 'Another app, darling? I’m sick and tired of apps promising to banish my belly. You need to get off your lazy arse and do some exercise! No wonders happen from sitting comfortably on your couch.' Sarah closes the ad.
Marketing Insight: Sarah is aware of her problem (insomnia, stress). She's in the interest stage, actively looking for solutions – doctor, mum's tea, almost an app. The sleep app ad was a touchpoint, but the messaging or trust wasn't strong enough to overcome her (and Laura's) skepticism. The newspaper travel coupons? Those are early-stage awareness builders for travel brands, planting seeds of desire.
Consideration Stage:
The breaking point arrives in her philosophy class. While discussing Dualism versus Aristotle's theory of the mind-body connection, a student asks her about her personal beliefs. Her response is raw and intense: 'For me, Aristotle was right. My heart feels almost dead... instead of boosting my senses, my mind is confused and fuelling my misery.' She leaves the class, tears welling in her eyes.
Ken, ever watchful, sees the other students' concern and promptly reports the incident. The principal, sighing as though bearing the weight of the entire school, puts Sarah on sick leave for a month. 'Sort yourself out, Sarah!'
Devastated, she scrolls through Instagram on her way home and a serene image catches her eye: A young woman is holding a meditative bowl and asking people in the audience to sign up for sessions. The brand? 'Samasthiti.'
The next day, Lily spends the afternoon with Sarah, brewing teas and sharing wisdom. 'Turbulent moments are growth moments, Sarah. Use this time. Do something you really enjoy.'
Marketing Insight: Now, when this ad appears, it’s not a cold touch. Sarah recognises the brand. The visual resonates with the blog content she's already consumed. It feels familiar and more trustworthy.
The third touchpoint with the brand
Every stage of the funnel is equally important in the customer journey
Decision/Action Stage:
The following week is a bit of a blur of sofa-to-bed crawls, endless, aimless scrolling. Then, another post from Samasthiti appears. "Find your centre and connect your body to your soul." It's an advert for a yoga retreat in Kerala, India.
The copy really strikes a chord. The cost of the retreat equals two pairs of leather boots and four Saturday nights out with friends. She had boots but no balance; she was out on Saturdays but never went in to her soul."
This wasn't just a trip; it was an answer. She pressed the button. She paid with Klarna – small monthly instalments for a chance to reconnect with her soul.
Marketing Insight: This is the decision/action stage. Samasthiti’s retargeting worked. The messaging was perfect, addressing her specific pain points (lack of balance, soul-searching) and reframing the cost in relatable terms. The Klarna payment option removed a financial barrier, making the "yes" easier.
(Part 3: The Afterglow - Loyalty and Advocacy)
The trip to Kerala was transformative. Sarah returned glowing, happy, centred. The first thing she did? She went back to school and handed in her resignation. She’d apply to that private school she’d always admired but never dared. Would they accept her? It didn't matter as much as doing what made her soul thrive. No more Ken, no more cracking bones of the principal. She was trading human vampires for human energisers.
One evening, she met Laura. "My god, Sarah! You look stunning! What on earth have you done?" Sarah simply smiled and sent her the link to Samasthiti. "Go there. I’m sure you’ll lose your belly fat there, among other things you’ll find." Laura, intrigued by Sarah’s genuine transformation, booked for the next spring, roping in another friend facing similar perimenopausal challenges.
Marketing Insight: This is the dream! Sarah is now in the loyalty and advocacy stage. Her positive experience made her a walking testimonial. Samasthiti didn't just gain one customer; they gained Sarah's loyalty and, through her, new customers (Laura and her friend). This word-of-mouth marketing is invaluable.
The Takeaway for those interested in Travel industry:
Sarah’s story isn't just fiction; it's a roadmap:
Know Your Persona: Understand your "Sarahs" deeply – their stresses, dreams, where they hang out (social media, newspapers), and who influences them (Lily, Laura).
The Influence of the Inner Circle: Don't underestimate the power of friends and family in shaping your persona's needs, desires, and even their path to discovery. In Sarah's case, her mother's gentle wisdom about tea and self-care, and even her friend Laura's well-meaning but perhaps misaligned advice, all contribute to the tapestry of her experience. These relationships can be sources of initial problem awareness (like her mum noticing her stress), validation for seeking help, or even direct recommendations. When building your personas, consider who their trusted advisors are, what kind of conversations they're having, and how these relationships might impact their receptiveness to certain solutions or messages. This understanding helps tailor marketing to resonate not just with the individual, but with their social ecosystem.
Map the Funnel. It's a Journey, Not a Jump:
Awareness :Be present where they are, not just with ads, but with subtle, value-driven content like Samasthiti's initial calming social media video that planted a subconscious seed without an immediate sales pitch.
Interest: Spark genuine interest when they begin actively or passively seeking solutions. When Sarah started her online research for burnout, Samasthiti’s insightful blog content met her there, offering information that resonated and built initial trust. This is where that first, less direct ad (like the 'serene woman' image from Samasthiti appearing after she'd already encountered the brand name via the video or blog) begins to feel less like an interruption and more like a helpful, timely suggestion.
Consideration: Nurture them with targeted content that speaks to their deeper needs. Samasthiti’s blog posts, discovered through Sarah's own research, established expertise and trust by addressing her specific struggles with burnout and the mind-body connection. Now, when a more direct ad (like the 'serene woman' image, if seen again, or similar targeted content) appears, it’s not a cold introduction but a relevant reminder from a brand she's starting to see as a credible solution. This stage is about showcasing your unique value proposition in a way that solves their core problem, building on previous, softer touchpoints.
Decision/Action: Once you've got their trust and they know you're relevant, it'll be easy to convert. The final Kerala retreat ad from Samasthiti worked because it was the perfect timing after her crisis, it addressed her soul's yearning (echoing themes from their blog), it had a relatable cost breakdown, and a frictionless payment option like Klarna.
Loyalty/Advocacy: Deliver an exceptional experience that turns customers into evangelists, just as Sarah’s transformative Kerala journey made her an enthusiastic advocate for Samasthiti, leading to organic referrals.
Why Some Touchpoints Don't Convert (The Newspaper & The Sleep App):
It's important to remember that not every touchpoint will lead to a sale straight away. Sarah looked at travel coupons in the newspaper when she was stressed but had doubts about the brand. The offers were tempting, but they didn't match her deeper need and the brand didn't follow up with digital content and further promotion. Also, the Sleep app ad she almost clicked on focused on a symptom (insomnia) instead of the main cause (being run down and disconnected). While she was trying to solve her sleep problems, the app probably seemed like just another digital demand or a superficial fix. It didn't resonate with the kind of deep, soul-level healing she subconsciously craved. But Samasthiti, through its multi-step nurturing approach, eventually offered just that. Good marketing understands that sometimes people will say "no" or "not now". This is because there is a difference in when, how, or how good the product or service is.
By understanding the "Sarahs" out there and guiding them thoughtfully through their journey, Travel brands can move beyond simple transactions to create Truly Transformative Experiences – and loyal advocates.
What "Sarah" are you trying to reach today? Use the form below to add your comments or questions
