Fintech
Travel Agency
GOAL
The project focuses on developing a comprehensive strategy for the newly established travel agency.
The goal is to create a brand that offers only the most popular and profitable travel destinations, while inspiring trust and uniqueness among the competition. UX research will help you understand the needs, preferences and expectations of potential travel agency customers and help you develop an effective communication strategy and offer that will attract this target group.
PROBLEMS
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Selection of the most popular and most profitable travel destinations
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Creating effective marketing communication that will help develop a unique differentiator
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Finding an element that will distinguish the travel agency's offer from the competition, emphasizing authenticity, quality and adaptation to individual preferences
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Determining the specific characteristics and preferences of a group of middle-income customers in order to adapt the offer to their needs
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Considering whether it will be more effective to focus on on-site attractions or on unique ways of reaching customers that will provide added value and interest them in the travel agency's offer
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Understanding what motivates your target audience to book travel
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Determining how to effectively obtain feedback from customers to continually adapt the offer to their needs and preferences
RESEARCH METHODS
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Desk Research
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Interviews
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User Persona
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Empathy Map
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User Journey Map
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Card Sorting
01
DESK RESEARCH
Research carried out based on travel agency websites, the tourism market, industry reports and tourism publications
Conclusions
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Preferred directions:
The main foreign travel destinations remain at a constant level of popularity. Croatia, Greece, Spain (including the Canary Islands), Italy and Turkey continue to attract the attention of Polish travelers.
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Free time activity:
In recent years, there has been a change in spending free time during the holidays. Poles are less likely to plan to practice sports abroad, and are increasingly focusing on hiking at home and nightlife in bars, pubs and spas abroad.
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The revival of air travel:
Despite changes in tourist behavior, the plane remains the favorite means of transport when traveling abroad. At the same time, rail is gaining popularity for domestic travel, which may indicate an increase in interest in the comfort of rail travel.
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Preferences in organizing holidays:
Despite the decline in planning trips with travel agencies, nearly 80% of respondents who go abroad still use the full offer of travel agencies. The number of people organizing trips themselves has increased, which may be the result of the desire for greater flexibility in travel.
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The importance of travel insurance:
The large number of insured people traveling with travel agencies proves customer awareness and perception of insurance as an important element of security. This additionally affects the quality of customer service.
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Increase in travel costs:
Travel costs have increased compared to the pre-pandemic period. The average cost of a trip per person both in Poland and abroad is higher than before.
02
INTERVIEWS
As part of the study, I focused on a group of people aged 35 to 50 to explore their travel preferences and approach to planning and using the services of intermediaries.
The interviews were conducted both online and live to allow respondents to conveniently choose the form of participation.
Conclusions
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Experience in Trip Planning:
In this age group, most respondents have some experience in planning trips. People in this age group demonstrate the ability to effectively manage time and information resources, which is why they often decide to plan their trips on their own.
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Travel Preferences:
Travel preferences in this group are diverse. People aged 35-50 often choose trips that combine elements of adventure with comfort and culture. They focus on sightseeing, learning about local attractions and cuisine, as well as relaxation. Both exclusive and more accessible destinations are popular.
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Choice of Intermediaries:
People in this age range may be more diverse when it comes to using intermediaries. As life experience increases, some people may be more willing to plan on their own using available technologies. Others, however, may still appreciate the support and convenience that intermediaries offer.
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Value and Differentiators:
Respondents aged 35 to 50 show interest in additional value and unique elements of the offer. They appreciate the provision of information in a transparent and understandable way and are willing to use various amenities, such as loyalty programs, additional attractions and personalization of the offer.
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Goals and Expectations:
In this age group, there are goals related to meeting both individual and family needs. People aged 35-50 often strive for work-life balance, which influences their travel choices. The educational value of the trip and spending time with family are important factors.
03
USER PERSONA
The result of my in-depth research and analysis of the behavior, preferences and needs of the target group of interviews is the creation of a persona aimed at understanding the real expectations and motivations of people similar to her.
04
EMPATHY MAP
Thanks to the Empathy Map, you can explore what Alicja thinks, what her feelings are, what she sees, hears and what she does every day to better understand her motivations, needs and pain points, which is key to creating personalized solutions that respond to her expectations
and ensure satisfaction
05
USER JOURNEY MAP
Thanks to the prepared map, you can understand the stages that Alicja goes through, her reactions to various touchpoints and what challenges and joys appear on her path. This allows you to get a more complete picture of Alicja's journey, which in turn will help deliver solutions that are tailored to her needs.
06
CARD SORTING
I performed card sorting using Miro. This method allowed us to better understand how potential customers organize information and what their preferences and expectations regarding the layout and categorization of content are. This process will help create a more intuitive and easy-to-navigate information structure.
GENERAL CONCLUSIONS
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Popular travel destinations:
Croatia, Greece and Spain (including the Canary Islands) are still the most popular destinations.
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Changing preferences in spending time:
In recent years, there has been a change in preferences in spending time during holidays. Fewer people plan to practice sports, and more and more people use other forms of relaxation and entertainment.
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Way of transportation:
The plane remains the most popular means of transport for abroad
trips, while at home country the preferred means of travel is car.
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Package trips with travel agencies:
Despite the decline, many people still plan trips abroad with travel agencies, taking advantage of the full package offer.
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The importance of insurance:
Customers appreciate the importance of travel insurance offered by travel agencies, which affects the perception of service quality.
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Increase in travel costs:
The average cost of trips both domestically and abroad has increased compared to the years before the pandemic.
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Varied preferences of travelers:
The surveyed group showed diverse preferences for types of travel, from relaxing on the beach to exploring cultures and monuments.
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The need for uniqueness:
Travelers look for unique and valuable experiences when traveling, which influences their choice of destinations and services.
These conclusions indicate the need to provide diverse and personalized offers for travelers, taking into account both the desire to relax and discover new places and cultures.
