While partners do everything in their power to satisfy the traveler’s needs, they often lack the data and tools to truly understand what travellers want.
Travel decisions are emotional, complex, and highly contextual. Yet many partners rely on fragmented data, assumptions, or outdated insights to guide product, pricing, and experience decisions.
This project explores how traveller data can be translated into clear, actionable insights that benefit both travellers and travel partners, helping them to create better experiences, make informed decisions, and stay competitive in a fast-moving market.
Data and insights that benefits both travelers and partners
What Travellers Want aims to bridge the gap between traveller intent and partner action. By analysing behavioural data, search patterns, and booking signals, this concept demonstrates how insights can be packaged in a way that is:
- Easy to understand
- Relevant to real business decisions
- Directly tied to traveller needs and expectations
For travellers, this means more relevant offers, clearer choices, and experiences that feel personalised rather than generic.
For partners, it unlocks the ability to anticipate demand, optimise pricing and availability, and respond faster to emerging travel trends.
Partners want actionable data to inform property decisions
Through research and industry observation, a clear need emerged: Partners don’t want more data, they want the right data, presented in the right way.
Key needs identified:
- Visibility into traveller preferences and behaviour
- Clear signals around demand, seasonality, and emerging trends
- Insights that support decisions around pricing, availability, and product positioning
The challenge was not data scarcity, but making insights tangible, comparable, and immediately useful within existing workflows.
How Might We help partners better understand travellers’ needs?
How Might We…
- Translate complex traveller data into meaningful insights?-
- Enable partners to make confident, data-informed decisions?
- Create a shared understanding of traveller behaviour across teams?
These questions guided the exploration and framed the opportunity space, shifting the focus from raw metrics to decision-ready insights.
From insights to clear narratives
Rather than overwhelming users with dashboards, this concept focuses on:
- Highlighting key patterns and trends
- Finding the right channels of communication
- Framing insights through clear stories and use cases
- Supporting comparison and prioritisation
The approach balances quantitative data with qualitative interpretation, helping partners understand the what and more importantly, the why.
Packaging insights in a clear, approachable way
To make insights engaging and accessible, the work explored...
01. A clean, editorial visual language
02. Visual storytelling formats
03. Clear hierarchy and scannable layouts
⸺ Visual identity
Creating a cohesive visual identity that frames traveller insights as a trusted, strategic asset rather than raw data.
The visual language focuses on clarity, credibility, and human context, helping partners quickly understand what matters and why.
⸺ Catalogues & reports
Structuring complex traveller data into clear, narrative-led formats that prioritise insight over volume.
The emphasis is on infographic-style layouts, highlights, and summaries, avoiding long reports in favour of decision-ready content.
⸺ Digital Marketing
Exploring how traveller insights could be distributed through targeted digital channels, including segmented email communications.
Partners could subscribe to topics relevant to their needs, ensuring insights are timely, relevant, and aligned with real business questions.
⸺ Website awareness, discoverability & usability
Identifying opportunities to surface insights directly from dashboards and internal tools.
The goal is to make discovery intuitive, reducing friction between data, insights, and action by improving navigation, linking, and overall usability.
⸺ Training & enablement
Considering lightweight online training and best-practice guidance to help partners interpret insights effectively.
This ensures data is not only available, but understood, trusted, and applied consistently across teams.
⸺ Competitor Analysis
Analysing how other platforms surface traveller trends and identifying gaps in clarity, relevance, and actionability.
This helped define differentiation, not by volume of data, but by how insights are framed and consumed.