TravelNow!
International Travel Corporation
Travel | Work | Bleisure Together
TravelNow!
MEET OUR TEAM
TaxonomistAccount Director& Project Manager
User ExperienceDesigner
Content ManagerBeth Levin
Information ArchitectVaibhav WalvekarAmanda CummingsSandeep T Gowda Yuhui Chen (Raina)
The Fantastic Five
TravelNow!
CONTEXT
Here’s What We’ve Heard
• Customers want access to planned content, and TravelNow! has resources from the GetOut! team to provide such content
• Previous amount and length of information was overwhelming & irrelevant
• Content was too siloed within specific categories • Users need to be able to access while they’re traveling• TravelNow! is entering into a strategic partnership with
AARP to serve members of AARP
TravelNow!
MISSION• Redefining work-life balance by making it easy and
convenient to bring your people along on your business trip.
VISION• Travel. Work. Bleisure Together
TravelNow!
OUR APPROACH
Business Goal: Sell bleisure travel-related products by focusing on ways to assist business travelers in bringing “their people” on business trips. TravelNow! will provide a strong digital store presence appealing specifically to bleisure travelers.
Strategy:• Establish brand loyalty to TravelNow! • Increase online customer engagement. • Simplify and focus user experience.• Optimize & integrate content for desktop and on-the-go
users.
TravelNow!
Research
TravelNow!
Expedia Lonely Planet Nomadic Matt Travel + Leisure We Travel Together
Advice x x x x x
Bleisure Travel x (but isn’t called bleisure)
Celebrity presence x
Community Page x x
Contests
Forum boards x x
How-to Articles x x x x
Photographs x x x x x
Social Media x x x x x
Ticket sales x x
Travel Articles/Blogs
x x x x
Travel Products x x
Traveling Together x x x
Up-to-date information about places to visit
x x x
User Accounts x x x
Videos x
CONTENTANALYSIS
TravelNow!
SWOT ANALYSISS
StrengthW
WeaknessO
OpportunityT
ThreatReally easy to find and book tickets for events that are happening during the time when a traveller will be at their destination. Well organized
No articles or advice on destinations. Also no way to connect with other people
Make an easy way for travellers to use the website when they are at their destination, not just in the planning stage
So easy to book tickets, hotels etc.
Well organized. Amazing community pages to connect with other travellers. Good advice articles. Have hubs for family travel and honeymoon/ romance travel
No bliesure travel or videos Have articles and targeted sales for specific kinds of travellers, like families
Such a comprehensive website
He has a separate hub for traveling as a female and solo female travel with advice, articles, and buying suggestions. Every article/ suggestion is based on his personal experience or experience of close friends
Navigation is a little hard sometimes, but has good search function. Also, not every country is represented
Make website seem personal, with personal reviews of products
Has really good budget travel tips
Interesting, relevant articles and videos on travel that are not country specific. Business like sleek design
It is a magazine that is part of Time Inc. Network, and the top bar is all links to Time Inc. Network magazines. So there is no top navigation, just a hidden side bar navigation.
Have general relevant travel articles. Don’t hide the navigation bar, it is annoying to open it every time
It is definitely targeting our business demographic
A cute story of a couple who travel the world together and give travel tips.
No community engagement. But you can subscribe and send them comments
Easy scrolling and navigation Good personal tips
TravelNow!
USER RESEARCH - METHODS The Big Questions:
• Are business travelers interested in turning business travel into bleisure? • What holds people back from scheduling bleisure trips? • What resources do business travelers need to plan a bleisure trip? • How do they want to receive this information?
Discovery Process:
TravelNow!
USER RESEARCH - FINDINGS
Age Group Frequency Of Travel Duration of Business Trip
0%
20%
40%
60%
80%
100%
25-34 1-2 / month 1–2 days
35-44
1-2 / quarter3–4 days
55-64 1-2 / year
14+ days
WHO
Series 1 Series 2 Series 3
Add Personal Days to business Trip
Family/Friends on your business trip
0%
20%
40%
60%
80%
100%
YES YES
NO MAY BE
NO
WHY
Series 1 Series 2 Series 3
TravelNow!
Who is the Audience; Why this Project
TravelNow! SITE MAP http://traveltogether.slickplan.com/mbpylcc
Personas
TravelNow!
Desktop Prototype
TravelNow!
https://invis.io/PB578QWRV
Mobile Prototype
CONTENT MATRIXTravelNow!
CONTENT MODEL
Articles User Profile
Photo Albums –
Users
Blog Articles –
Users
CommunityAuthor’s
other articles
Articles with related tags
Photo Gallery- Getout Team
Travel Together Related
Products
Shop
Shopping Cart
TravelNow!
TRAVEL TOGETHERFamily “Family
Buying Suggestions - Gear”
“Editors’ Picks: Best Backpacks for Kids”
SEARCH“Best Restaurants in
Las Vegas”COMMUNITY
Blog “Food Critic’s Top Picks in Vegas”
SHOPOrlando Disney World One Day
PackageJansport kids packs
Kayla
Mark
TRAVEL TOGETHERFamily Kids Activities EXPLORE
Orlando Disney World
SHOPDiscounted Tickets
TRAVEL TOGETHERFriends “Apps to Help You Split the
Check without Annoying Your
Server”
EXPLORELas Vegas
COMMUNITYShare photos and
experiences
Awareness Consideration Decision
TravelNow!
Awareness Consideration Decision
COMMUNITYBlog Chicago
Activities and ToursVideo “Architectural
Boat Tour in the Windy City”
SHOPChicago
Architectural Boat Tour
SEARCH“Must-see Chicago
Attractions”EXPLORE
“Top 10 Museums in Chicago”
“Things To Do – Chicago”Blake
TRAVEL TOGETHER
Couple “Romantic Bookstores to
Explore Together”
AARP MEMBERSHIP
SEARCH“Powell’s bookstore,
Portland”COMMUNITY
Blog “Our Trip to Powell’s Bookstore”
SHOPHotel Booking
Laura
TravelNow!
TAXONOMYTravelNow!
Expedia Lonely Planet Nomadic Matt Travel + Leisure We Travel Together
TravelNow!
Advice x x x x x x
Bleisure Travel x (but isn’t called bleisure) x
Celebrity presence x
Community Page x x x
Contests x
Forum boards x x x
How-to Articles x x x x x
Photographs x x x x x x
Social Media x x x x x x
Ticket sales x x x
Travel Articles/Blogs x x x x x
Travel Products x x x
Traveling Together x x x x
Up-to-date information about places to visit
x x x x
User Accounts x x x x
Videos x x
CONTENTANALYSIS:REVISITED
TravelNow!
FUTURE PLANS● Enhanced Communication Feature - Enable users to have an inbuilt
communication feature like private messages within the site to engage better with other users
● Shared Calendar - To have a shared calendar for a group of travelers to create a schedule of the travel day
● Wish List Map - Create a map that would enable users to tag countries already travelled to and make a wish list of new countries to travel to
● Have a partnership with local event organizers to sell tickets on the site ○ As the site engages with users, the strategy should also include
to tie up with local event organizers to drive ticket sales through the site.
TravelNow!
RISKS● Single Bleisure traveler may be alienated by so much Travel
Together Content
● “Bleisure Travel” is not a well known term and practice
● Disassociate the site from well known Travel Websites
● Organizations and Supervisors may not be as encouraging of it ○ No clear policy around usage of vacation days vs leisure days
● Not enough tags and content on the site to fill all wants and needs
● Success dependent on TravelNow! Marketing team's ability to fully take advantage of bleisure travel trend
TravelNow!
Q&A
Travel | Work | Bleisure Together
TravelNow!
BIBLIOGRAPHY• Expedia.com (2015). Retrieved December 6, 2015 from https://www.expedia.com/• Lonelyplanet.com (2015). Retrieved December 6, 2015 from https://www.lonelyplanet.com/• Travelandleisure.com (2015). Retrieved December 6, 2015 from
http://www.travelandleisure.com/• Wetraveltogether.com (2015) Retreived December 6, 2015 from http://wtraveltogether.com/• Nomadicmatt.com (2015). Retreived December 6, 2015 from http://www.nomadicmatt.com/• BridgeStreet IQ Report: The Bleisure Report 2014 (2014) Retreived December 6, 2015
from http://www.bridgestreet.com/bleisure• Carlo, Michael. (2015, August 28). The Trends Behind The Rise of Bleisure Travel. Retrieved
December 6, 2015, from http://www.wexinc.com/wex-travel/the-trends-behind-the-rise-of-bleisure-travel/
• Veselinovic, Milena. (2015, October 14). Meet the bleisure travelers - CNN.com. Retrieved December 6, 2015, from http://www.cnn.com/2015/10/13/travel/bleisure-travel/
• Jenet, Nicole. (2015, November 3). 4 Things to Know about the ‘Bleisure’ Trend. Retrieved December 6, 2015, from http://www.healthytravelblog.com/2015/11/03/4-things-to-know-about-the-bleisure-trend/
• Bluebook. (2015, December 6). Bleisure Travel – business travel with a leisure twist. Retrieved December 6, 2015, from http://www.your-bluebook.com/Articles/Bleisure-Travel--business-travel-with-a-leisure-twist/
• Mohn, Tanya. (2010, September 13). Business travelers bringing families on the road. Retrieved December 6, 2015, from http://www.nbcnews.com/id/39101711/ns/travel-business_travel/t/business-travelers-bringing-families-road/#.VmSxubjyvIU