QuestionPunkQuestionPunk
Start free
All templates

Tour Booking Experience & Decision Drivers Survey

Captures how travelers discovered, compared, and booked a tour — including pricing perception, friction points in the checkout flow, and what almost stopped them from booking. An AI follow-up reconstructs the actual booking journey step by step, surfacing friction that closed-ended ratings miss.

Use this templateBrowse more templates

Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Thanks for booking with us! We'd love to hear about your booking experience so we can make it smoother for future travelers. This takes about 4-5 minutes.

Q02
Multiple ChoiceRequired

How did you first hear about this tour?

  • Search engine
  • Social media
  • Friend or family recommendation
  • Travel review site (e.g., TripAdvisor)
  • Third-party booking platform
  • Travel agent
  • Previous customer of ours
Q03
Multiple ChoiceRequired

How did you complete your booking?

  • Our website
  • Our mobile app
  • Phone call
  • In-person / travel agent
  • A third-party booking platform
Q04
Opinion ScaleRequired

How easy was it to complete your booking from start to finish?

Scale: 1 – 7
Min:Very difficultMax:Very easy
Q05
Best–Worst Trade-off (MaxDiff)Required

Which of these mattered most, and least, in your decision to book this specific tour?

  • Price
  • Itinerary / activities included
  • Online reviews or ratings
  • Guide reputation or expertise
  • Group size
  • Date and time flexibility
  • Cancellation or refund policy
  • Trust in the brand or company
Pick best & worst per setBest:Mattered mostWorst:Mattered least
Q06
MatrixRequired

Please rate the following parts of your booking experience.

4 rows × 6 columns
  • Clarity of tour information and pricing
  • Ease of the payment process
  • Confirmation email or booking receipt
  • Responsiveness of customer support (if contacted)
Columns: Poor · Fair · Good · Very good · Excellent · Not applicable
Q07
Price Sensitivity (Van Westendorp)Required

Thinking about the price you paid for this tour, please answer honestly:

  • At what price would you consider this tour so inexpensive that you'd question its quality?
  • At what price would you consider this tour a bargain — a great buy for the money?
  • At what price would you consider this tour starting to get expensive, but you'd still consider booking it?
  • At what price would you consider this tour too expensive to book at all?
Q08
Rating ScaleRequired

Overall, how satisfied were you with the booking process itself (separate from the tour experience)?

Range: 1 – 5
Min:Very dissatisfiedMax:Very satisfied
Q09
Opinion ScaleRequired

How likely are you to recommend booking through us to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q10
AI Interview

Reconstruct the respondent's actual booking journey step by step: what triggered the search, which options they compared before this tour, and the exact moment they decided to book. If they rated the booking process as difficult or gave a low likelihood-to-recommend score, dig into precisely where they got stuck or hesitated and what almost made them abandon the booking. If pricing came up as a top decision factor, probe how the final price compared to their expectations.

Q11
Multiple ChoiceRequired

Who did you book this tour for?

  • Just myself
  • A couple
  • Family with children
  • Group of friends
  • Corporate or work group
Q12
Multiple Choice

Which age group do you fall into?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q13
Message

That's everything — thank you for sharing your booking experience! Your answers directly shape improvements to our booking site, pricing, and support so future travelers have an easier time booking.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Includes a dedicated AI follow-up interview question that reconstructs the respondent's actual booking journey step by step, surfacing friction that closed-ended ratings miss
  • Combines quantitative measures (opinion scales, matrix ratings, MaxDiff, Van Westendorp pricing) with open-ended probing in a single flow, rather than relying on static multiple-choice alone
  • Captures pricing perception directly via a Van Westendorp question alongside satisfaction and recommendation metrics, giving both 'what happened' and 'why' data
  • Uses conversational chat-message framing at open and close to keep the experience feeling like a guided conversation rather than a form

Jotform

Virtual Tour Booking Form Template

This is a booking/reservation intake form for virtual tours, not a post-booking feedback survey — it collects logistics (name, date, contact) rather than decision drivers or friction points. It's a fielding-ready form, but built for transaction capture, not experience research.

What it does well

  • Ready-to-use drag-and-drop form builder with common tour-booking fields
  • Easy to embed on a booking page for capturing reservations
  • Part of a broad form template library so it's quick to customize

Where it falls short

  • No mechanism to probe why a respondent almost didn't book or where friction occurred
  • Static field layout with no adaptive follow-up based on answers
  • Not designed to surface pricing perception or decision-driver tradeoffs

SurveySparrow

Tour Booking Form Template

Also a booking-intake form template rather than a decision-driver or experience survey — it's oriented around collecting tour reservation details in a conversational UI. Fielding-ready for capturing bookings, but not built to reconstruct the buyer's journey or diagnose checkout friction.

What it does well

  • Conversational, chat-style form UI that feels less clinical than a static form
  • Simple to deploy for capturing booking requests
  • Mobile-friendly presentation typical of SurveySparrow's format

Where it falls short

  • No adaptive AI interviewing to reconstruct the booking journey or surface unstated friction
  • No built-in pricing-sensitivity or decision-driver questions (e.g., Van Westendorp, MaxDiff)
  • No automated quality scoring or transparent methodology behind its question set

QuestionPro

Travel tour evaluation survey questions + Sample questionnaire template

This is a genuine survey template for evaluating travel tours, making it the closest direct competitor in scope. It appears to rely on standard closed-ended rating and multiple-choice questions rather than open-ended journey reconstruction, and is presented as a sample questionnaire to adapt rather than an AI-driven interview.

What it does well

  • Purpose-built for tour/travel evaluation, covering relevant satisfaction dimensions
  • Sample questionnaire format gives a ready starting point for customization
  • Backed by a large established survey platform with broad question-type support

Where it falls short

  • No adaptive AI follow-up questioning — respondents can't be probed further on vague or interesting answers
  • No voice AI interview option or guided screen-share tasks
  • No automated per-response quality scoring or transparent prompt methodology

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free