Competitor Analysis

I began my research by performing a competitive analysis on key competitors at both large and small travel agencies. Two distinct themes emerged that could help distinguish Luxury Bound’s platform within the industry.

Big Corporations vs. Small Business

The larger travel firms examined had well-developed sites full of travel inspiration and expertise that will inspire confidence in their users. However, the size and scope of their business contradicts the feeling of personalization and connection. When searching for a custom experience users want to know that they are getting specialized attention and don’t want to worry about getting lost in the pile. Smaller, local firms offer this personal connection that larger firms simply cannot. However, the online experience offered by the majority of competitors in this boutique space lacks the sophistication, excitement, and confidence that a well-developed platform can provide.

Luxury Bound’s website should evoke the same level of professionalism and sophistication of a large, well-established corporation, while also conveying the intimacy and reliability of a smaller boutique agency.

The Definition of Luxury

When analyzing travel consultancies in the luxury travel space, it was interesting to note how their websites conveyed luxury. There was a focus on indulgence, extravagance, and opulence. However, the perception of luxury is changing, especially with younger generations and this presentation of luxury can now have negative connotations. Luxury Bound has the opportunity to convey luxury in a modern way that isn’t about excess and grandeur, it’s about exclusivity and personalization. It’s not offering only tangible luxuries like high-end, exclusive experiences, but intangible luxuries like time, individuality, and authenticity.

Survey

Before interviewing users, I wanted to get to know their travel motivations and preferences better. Fifty-eight participants from a variety of demographic backgrounds across the globe were surveyed and two resulting insights stood out.

Travel Preferences

Wellness Retreats stood out as an unpopular selection. This was significant as Luxury Bound had intended to create a bigger focus on wellness travel as it is a trending topic in the industry, especially post COVID. This topic was addressed further in interviews.

Motivations to Work with a Travel Consultant

The most interesting group to note was participants in the 18 to 25 age range. They showed the largest variety in motivations and were the group most significantly motivated by saving time. This shows potential in targeting younger demographics.

Proposed Solutions

After analyzing the research and understanding the problem, it was determined that the following should be considered and potentially implemented during the redesign process.

Designed to compete. The website should have a sophisticated, professional appearance that conveys a modern presentation of luxury while creating a feeling of comfortable intimacy.

Users should come to the website to be inspired. Multiple sources of inspiration should be included from ‘postcards’ of client trips, access to travel blogs and trends, as well as featured destinations and experiences

Create a portal for clients who are in the booking stage. This will serve as a means for Luxury Bound to collect necessary client information for bookings as well as serve as a collaboration and retention tool.

Personas

Two personas were created based on the two different types of users anticipated. These personas served as the guide for all decisions made throughout the entire process to ensure the users’ needs were being kept in mind.

The skeptic who wants help, but wants to be sure that relinquishing control is the right move.

The explorer who loves to travel off the beaten path and is always looking for something new and exciting.

User Journeys

Based on these personas I developed the journeys these types of users would likely follow.

The Skeptic

The Explorer