Why Understanding Disorganisation Could Be the Key to Better Customer Experience in Travel and Hospitality
“Stress. Chaos. Never knowing where anything is”.
“Always late, always forgetting something”.
“Overwhelmed before the day’s even begun”.
These aren’t quotes from a crisis helpline, they’re from real women in our Trixtalk research community, sharing what being disorganised feels like in their day-to-day lives.
The theme was ‘disorganisation’, but what we really uncovered was a deeper, emotional insight: Many customers are running on empty. They are mentally overloaded, time-poor, and desperate for systems that help them feel in control.
This insight is gold for travel and restaurant brands. Your environments, communications, and services can either add to the overwhelm, or become a powerful source of relief and calm.
Why This Matters for Travel & Hospitality Brands
Customers aren’t just booking a table or a flight, they’re navigating a sea of logistics, plans, emotional labour and to-do lists before they even get to you.
Below we’ve detailed how disorganisation can show up, and how your business can respond.
1. Decision Fatigue is Real
Women in our study talked about the daily mental load of remembering everything for everyone.
When your customers are already overwhelmed, the following can feel like a gift to an overstretched mind:
Clear, visual menus
Streamlined booking flows
Pre-travel checklists or packing reminders
One-click rebooking or booking management
2. A Desire for Order, But Limited Time
Many respondents said they try to stay organised, but life (and other people) often derail their efforts.
How can your service anticipate this? Consider things like pre-planned meals, itineraries, SMS reminders, or flexible rescheduling.
Order doesn’t have to mean rigid, it means supported.
3. Emotional Safety is Part of the Experience
Words like ‘shame’, ‘panic’ and ‘guilt’ came up when people felt their disorganisation was visible to others.
Restaurants and travel hubs can become emotional safe spaces by training your staff to be:
Empathetic, not dismissive
Warm, not transactional
Calm, not rushed
These small shifts in service mindset can make a huge emotional difference.
4. “Give Me the Win” Moments Matter
In a chaotic life, small wins matter. The first on-the-go coffee brought without delay; a kind smile from the check-in desk; a child’s meal that arrives before the meltdown.
Every moment that restores a sense of control is a moment of brand loyalty.
How to use human insights to improve your customer experience
If your customers are already feeling disorganised and overwhelmed, don’t add more noise - be the brand that cuts through it with clarity, calm, and care.
At Aviatrix, we help travel and hospitality brands move beyond guesswork by exploring the lived experiences of real people - often women - and translate that insight into action.
When you understand your customers on a human level, you design better, lead better and communicate better.
If you’d like help tuning into the real story behind your customers’ behaviours, contact us to book a free discovery call. We would love to explore how insight-led strategy could improve your customer experience.