Project ( 2021 )
CRIATRIP
Landing page project
This project intends to create a landing page for a travel agency, with the objective of selling travel packages to Thailand. it must be extremely objective. Focusing the customer on this goal. One of the main companies surveyed for the construction of this project was Decolar.com.
Decolar (Decolar.com) is the Brazilian subsidiary of the Argentine company Despegar, the largest travel agency in Latin America. The name "Decolar" is the literal translation of the word "Despegar" (in Spanish), which is the movement of an aircraft taking flight.
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Despite being considered a subsidiary of the Argentine matrix, the Brazilian company Decolar concentrates approximately 60% of the sales volume of the entire group, that is, Brazil is currently the company's largest market.
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It sells travel packages, airline tickets, hotel reservations, car rentals, cruises, bus tickets, tickets to parks and other attractions and activities, in addition to rental properties for the season and travel insurance.
Situation
Who are users of this product?
People interested in travel and tourism, looking for practicality, good price and easy payment.
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What is the user's goal?
Buy tour packages, airline tickets, accommodation and other activities related to tourism and travel.
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What is the company's purpose?
Offer in one place the best deals on airline tickets, hotels, tour packages and other activities related to travel and tourism, through partnerships with companies in the industry.
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Secondary objectives of the company.
Maintain leadership in the Latin American market. The company bets on a good experience for the user. In addition to offering good prices in many cases, it offers diversified forms of payment and also in research, marketing and in the development area that operates the website and the application.
Company
logo we´ll use
The certainties, assumptions and doubts that we have
Certainty
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There are no real landing pages offering company specific products
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It is necessary to better tell the story of the destination in question
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The user must have few decisions to make on the landing page!
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Assumptions
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Creating this landing page, with the proper objectivity of information, can really increase product sales.
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Show possible advantages of the destination in question in relation to the most sought after and most famous destinations
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Show a maximum of 2 departure date options
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Offer guarantees that the traveler will not have problems due to cancellation by the company. and that if something unforeseen happens he will have no problems returning his money. (one of the biggest fears)
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Doubts
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At most, how many decisions must the user make to maintain the strategy of objectivity?
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Use lots of images to illustrate? how many at most?
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Provide package option for solo traveler?
Benchmark
were analyzed the systems of these others following companies to understand how they work. Understand the positive and negative points of each one using its products.
Personas
Marcelo 27 years old, Biologist
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Marcelo is a backpacker and travels several times a year, he doesn't get too attached to comfort, but rather to the economy in his travels, he believes that this way he can travel more often and more often. He usually likes to organize his trips without the help of agencies, but recognizes that some agencies eventually offer travel packages that are worthwhile, so he is always on the lookout for when a good opportunity arises.
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→ Objectives
Having a good experience in your travels and adventures with great savings, the more you save, the more you can travel;
→ Fears
Cheap and promotional flights have less flexibility to change, fees can be very high for changing dates, getting sick and not being able to reschedule is the biggest fear.
Márcia, 34, Sales Director
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Márcia, prefers to buy her trips with specialized agencies. She likes to have facilities and comfort during the trip, she prefers to use transfers instead of using public transport, she prefers to be close to the main local attractions. Yes, saving money is also important but under these conditions, so she spends a lot of time researching her travel package making calculations and assumptions.
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→ Objectives
Fun, practicality and relax.
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→ Fears
Not being able to reschedule or reimburse in case of giving up on the trip (holidays are sometimes changed at the last minute by a work emergency)
Eduardo, 46, Engineer
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Every end of the year, during the holidays, Eduardo makes a great family trip. It can be a cruise, a lodging package at a large resort or hotel. The important thing is that during the trip they have the best and the best. May everything be very comfortable, practical and do not have to worry about anything, as this is the time to travel and rest. Eduardo has a good salary and doesn't want to worry too much about values ​​on this trip. He looks for one of the best known travel agencies and only searches for packages according to the destinations that interest the family.
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→ Objectives
Travel in comfort and luxury without worries
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→ Fears
fear that the agency will not deliver what it promises, since many people complain on the internet that they have had problems with several agencies, even the best known ones.
Who do you travel with?
website searches and Surveys were done to better understand who people travel with. By understanding this issue a little better, it would be possible to improve the product (travel package) in levels of customization for each profile. (result below based on 57 responses)
According to the survey, 90% of those traveling alone or with friends were found to be aged between 23 and 35 years. And also that the majority is female, as we can see in the graph below. (result of the graph below based on 59 responses)
The most common traveling group profiles:
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2 adults (32%)
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2 adults and 1 child (24%)
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2 adults and 2 children (20%)
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traveling alone (24%)
The profile of the traveler alone has increased a lot in the last 5 years. It was around 8% in 2015. It may be interesting to show an option on the package landing page to a single person. Since this is uncommon on the part of tourism agencies. Usually this person who travels alone, needs to personalize a package by contacting the company, often not being able to do it over the internet.
What decisions should the user make on this landing page?
Yes. We already understand that a real landing page should not offer many options to the user. But it is a fact that some option he has to have. You can't tie everything up. In this research I concluded that delivering a complete travel plan to the user is really good and inviting. However there are 2 points where it is interesting for the user to have a choice ...
Travel date - In this context there will be 2 possible dates for the user, in the first and second semester always in low season. The condition to carry out the package with all these attractions and for a better price is that it is in the low season. Then the user will not be able to have any more choices.
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Number of travelers - When the user is looking for a travel package he wants to have the option to personalize his group. There are packages only for couples, but researching on social networks, travel blogs and forums, I saw that having this choice is always welcome. This is a choice that does not oblige the user to think, as usually he already has this answer before starting to research his trip
Age of travelers
The Brazilian is more familiar with buying travel online than any other product. The conclusion came from a study recently launched by ** Phocuswright in partnership with Google.
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The research focused on the three main generations of consumption: the millennials (18 to 34 years old), the generation X (35 to 54 years old) and the baby boomers (over 55 years old).
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A data reveals how these audiences are more adapted to the internet, with 67% reporting that they consider it easy or very easy to purchase a trip than other goods. All groups use the service on average 1 or 2 times a year.
The Problem
The pages focused on selling the product (travel package), are not exactly landing pages. Landing pages provide a much more focused experience on a specific and defined product. They also have information, history and call to action, all converging to a single product without many options or decisions for customers.
Hypothesis - solution
a landing page will be created offering a complete travel package to Thailand. The package would be the result of a partnership with airlines and accommodation for a specific time of the year (some predetermined dates).
the user will not choose the airline, the package is the result of the agency's partnership with a single airline.
In order for him to have access to the price of his trip quickly, the option to choose the number of travelers will be maintained
