The online journey for today’s travel customer is complex. In this Byte Breakfast, we will look at how travel businesses are expanding their propositions, products and services to have broader influence across more stages of the customer journey, in a bid to command more attention. We will look at how new technology, changing customer behaviour and broader brand positioning are driving travel businesses to experiment and launch more than ever before.

1. @john383
Byte Breakfast
April 2016
Attention, friction and the
travel customer journey.

3. Dreaming
The Travel Journey
Planning Booking Experiencing Sharing
The problem= High friction, Low attention

4. Dreaming Planning Booking Experiencing Sharing
1) Breadth
2) 3rd Place
The Travel Journey

8. Dreaming Planning Booking Experiencing Sharing
Brands making broader plays
The Travel Journey

9. Why breadth matters
1) Acquisition is hard
2) Lock-ins drive loyalty
3) Good UX differentiates

10. 1) Acquisition is hard
2) Lock-ins drive loyalty
3) Good UX differentiates
Why breadth matters

11. Dreaming Planning Booking Experiencing Sharing
The Travel Journey
1) Breadth
2) 3rd Place

12. Dreaming Planning Booking Experiencing Sharing
The Travel Journey
Web • Apps

13. The Travel Journey
3rd Place?

14. Chat bots Speech Interfaces

16. Bot or not?

17. Chat isn’t the
right interface
for everything
1.

18. Bots aren’t
smart without
smart A.I
2.

19. Bots might not
be endpoints,
but better
shortcuts
3.

20. Bots will work
if identity and
payments are
baked in
4.

22. Bots still
don’t solve
the discovery
problem
5.

23. Dreaming Planning Booking Experiencing Sharing
Near term or long term, good UX
persists as the biggest advantage for
brands and businesses.
The problem: High friction, low attention

24. And finally
here’s 3 things you can
do next…

25. For your eyes…

26. For your ears…

27. @john383
Want the slides? Mail me…
john@383project.com
Byte April 16
Coffee?