Flexibility is the cornerstone of modern travel. In an era where consumers are given more options and more freedom when it comes to booking travel than ever before, travelers are growing increasingly accustomed to the idea that their itineraries should be personalized to their exact desires.
Of course, such a high degree of freedom and such a tremendous wealth of travel options can become daunting, or even disorienting, especially when it comes to booking tours, attractions, and other activities as part of a trip. However, today’s tour operators are well-equipped to provide value to their customers by helping them make sense of the infinite options available to them.
This is where the shopping basket comes in. In this context, a shopping basket simply refers to the mechanism by which travelers are able to customize their own itineraries, selecting and purchasing transport and accommodations for a tour that would not necessarily have been packaged together otherwise.