Overview

Now Boarding Travel, a fledgling travel agency, sought a strategic launch plan to navigate the competitive travel industry, build a client base, and achieve rapid growth.

 

My Tasks

  • User Experience Research
  • Industry Research
  • Competitive Analysis

Platform

  • Enterprise

Timeframe

  • JAN 2017 - JAN 2020

Challenges

What I found that needed to be addressed

Uninformed

Limited knowledge of industry operations, suppliers, and profitability models.

Untargeted

Lack of defined customer base and niche travel focus.

Inefficient

Unclear client management system hindering growth potential.

Users and Target Audience

Now Boarding Travel Staff: They needed efficient tools and workflows to manage clients and operations.

Potential Clients: They desired a smooth and positive travel booking experience.

Concept

I recognized that a successful travel agency caters not only to its adventurous clients, but also to its internal team. By prioritizing user experience (UX), I designed this launch plan to focus on two key areas: streamlining the agency's internal operations and crafting a seamless customer journey. This two-pronged approach aimed to empower the Now Boarding Travel team with efficient tools and workflows, ultimately leading to a more positive and efficient experience for their clients.

Goals

Industry Immersion (Uninformed)

Through research, I obtained a thorough understanding of travel agencies, suppliers, profitability models, and industry trends.

System Evaluation (Inefficient)

Evaluated various client management software options to optimize agency operations.

Market Analysis (Untargeted)

I conducted a competitive analysis to identify existing travel agencies' offerings and target demographics.

Approach

Building on the user-centered approach, I took a two-pronged strategy. First, I conducted in-depth UX research to understand the needs and pain points of both travel agency staff and potential clients. This involved exploring common challenges faced by travel agents and the ideal functionalities desired in a client management system. Secondly, I delved into industry analysis, researching best practices for travel agencies, supplier partnerships, and current market trends. By combining these research insights, I worked to create a comprehensive roadmap that would propel Now Boarding Travel towards success.

Solution

The recommended strategy emphasized a user-centered approach, suggesting a host agency model for initial traction. It identified ideal supplier partnerships based on target customer interests. Additionally, it outlined best practices for client management and recommended focusing on specific travel segments for higher profitability. Finally, it emphasized the strategic use of social media to attract and engage potential customers.

Outcome

Expansion (Atlanta Location)

Following the strategy, Now Boarding Travel opened a new location in Atlanta.

Scalability (Network of Consultants)

They established a network of travel consultants to broaden their reach.

 

Exponential Growth (Sales Increase)

Their sales grew from under $100,000 to over $1 million in less than three years.

User-Centric Focus (Sustainable Model)

By prioritizing both client and employee experience, the agency built a sustainable business model for continued success.