Creating a Brand Proposition for the Affluent Traveller
The Gig
Not your average luxury travel accommodation
A luxury, online home-sharing company had just identified the hyper-affluent female traveler as a key growth driver. They sought to understand her approach to travel and tell her story within the organization to inform website design, messaging, and product strategy.
The Band delivered not only answered 'exam questions' but delivered huge value to existing work-streams well beyond the remit of this project.
—Lydia Howland, Previous Head of Product & Service
Approach
Inviting travelers to be co-creators of our research
Database and questionnaire style screeners were not going lead us to this niche design target. Instead, we used an open dialogue conversation about travel to identify our travelers. We treated them as co-creators in our work, honoring their expertise and working around their schedules to elicit buy-in and engagement.
We met them at home and learned about their overall lifestyles, value systems, consumption of media, and of course, approach to travel. We learned that they define “luxury” differently than the average traveler, are intentional with their travel decisions, and want control over curating and customizing a travel itinerary that reflects their aspirational lifestyle.
Impact
A documentary-style video to humanize the target audience
A documentary-style video humanized this target audience, bringing their stories to life to be shared across the organization.
A series of changes were made to the homepage plus several other pages. As a result, average time spent on the homepage increased by 13 seconds, the bounce rate has reduced by 2%, site visitors are more likely to perform a search, and incremental bookings have increased by an estimated £800,000+ a year.