Investing in peace of mind

When you travel you can identify two kinds of people: the people that travel with everything booked, and the ones that book the stuff as they get there.
If you travel with kids of course booking everything in advance has several advantages. But, if you don’t travel with kids the only advantage is the safety feeling.
Traveling and booking everything right away is a cheap and suitable to the momentum. But, and this is a big but, this is the option that feels risky.
Some people are afraid of not knowing what to do, when to do it and where to go. They just want to pay the extra cost of booking in advance and liberate their minds.
Sometimes the easiest way to market something is to understand the fear your consumers have. Then you can market a customized product to cover that fear with assurances.