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UX Research Travel Agency

Analysis of the UX research process for a travel agency, serving as the foundation for designing optimal travel experiences.

UX Research Travel Agency project cover showing research process overview

Research Goals

Understanding Traveler Needs

Comprehend needs among mid-to-upper income customers to develop distinctive, profitable travel agency offerings.

Hypotheses

Clients seek unique experiences, reliable information sources, and transparent service delivery.

Research Methods

  • In-depth Interviews: Captured detailed motivations, preferences, and frustrations
  • Usability Testing: Evaluated e-commerce website functionality for booking ease
  • Card Sorting: Optimized information architecture for rapid offer discovery
UX research methods applied to travel agency study including interview notes and card sorting results

Desk Research

Competitive Analysis

Polish tourism market analysis of major competitors: Itaka, TUI, Rainbow, and Coral Travel.

Competitor
Itaka

Mediterranean focus (Greece, Spain, Italy, Turkey); all-inclusive, beach, and weekend trips.

Competitor
TUI

Global reach; beach vacations, cruises, family packages, and active holidays.

Competitor
Rainbow

Adventure emphasis (safaris, diving, trekking); cultural tours across Asia, Latin America, and the Middle East.

Competitor
Coral Travel

Family-centered; comfortable child accommodations and varied price ranges.

Key Findings

  • Popular destinations: Greece, Spain, Turkey, Egypt, Dominican Republic, Maldives, Zanzibar
  • Trends: Customers prioritize peace-of-mind through all-inclusive packages, last-minute deals, and family vacation bundles
  • Gap: Major agencies lack specialization in unique, themed travel experiences
Desk research notes and competitive analysis findings for Polish travel market

Qualitative Research

In-Depth Interviews

Participant profile: Ages 30–55, mid-to-upper income, travel twice yearly minimum, spend 3,000–4,000 PLN per person.

Key Questions Explored

  1. What influences travel agency selection?
  2. Most critical factors when choosing offers?
  3. Do you book last-minute trips and why?
  4. What challenges arise during agency-based planning?

Findings

  • Value safety, price clarity, and convenience (complete organization)
  • Expect transparent costs, responsive problem-solving, and user-friendly platforms
  • Frustrations include personalization gaps, post-purchase contact difficulties, and hidden fees

Research Integrity

Cognitive Biases Identified

  • Confirmation Bias: Pre-existing assumptions influenced response direction
  • Availability Heuristic: Participants recalled emotionally significant experiences disproportionately
  • Social Desirability Bias: Respondents suppressed legitimate complaints
  • Sampling Bias: Sample dominated by all-inclusive users
  • Halo Effect: Positive experiences colored overall evaluations

Demographics

Participant Profile

10
Participants
70%
Women
30%
Men
35
Average Age

Travel Preferences

  • 6 prefer luxury beach vacations
  • 4 opt for adventure (safaris, diving)
  • 7 prioritize family-friendly packages
  • 8 use online platforms for planning

Pain Points

Core User Frustrations

  1. Lack of price transparency: Unclear additional cost information creates distrust and hesitation
  2. Difficult offer comparison: Inability to easily compare options leads to prolonged decision-making
  3. Unreliable reviews: Inconsistent and conflicting feedback undermines confidence

Persona

Monika

Demographics

34-year-old sociologist based in Warsaw, married with one child. Approximate monthly income: 5,000 PLN.

Traits

Open, social, family-oriented, active, and cheerful.

Goals

  • Family health and child happiness
  • World exploration and cultural discovery
  • Personal time and mental wellness

Frustrations

  • COVID-19 impacts on travel
  • Insufficient time for hobbies
  • Unreliable vendors and services

Brand Preferences

Rossmann, Netflix, Empik, Itaka, TUI, Revolut.

User persona Monika, a 34-year-old sociologist from Warsaw representing the target travel agency customer

Journey Mapping

User Journey & Empathy Map

Journey pain points: offer comparison complexity, cost opacity, and review credibility concerns.

Empathy Map Insights

Says & Thinks

Values transparency and seeks reliable support. Wants honest pricing and trustworthy guidance throughout the booking process.

Does

Thoroughly researches reviews and offers before committing. Compares multiple sources and agencies before making a decision.

Pain Points

Previous unreliable experiences with travel agencies. Inadequate assistance when problems arise during trips.

Gains

Cultural discovery joy and quality family time. The excitement of exploring new places and creating lasting memories.

User journey map showing touchpoints, emotions, and pain points in the travel booking process
Empathy map capturing what the target user says, thinks, does, and feels about travel planning

Outcomes

Recommendations

  1. Cost Breakdown: Clearly itemize transport, excursions, and additional charges to eliminate pricing ambiguity
  2. Comparison Tools: Implement side-by-side package filtering and differentiation for faster decision-making
  3. Review Organization: Introduce category-specific filters (families, adventure, couples) for more relevant feedback
  4. Personalization: Leverage AI-driven offer suggestions based on browsing history and stated preferences
  5. Streamlined Checkout: Automate repetitive steps to reduce friction and shorten the booking flow

Interested in Working Together?

If you need UX research, user journey mapping, or end-to-end product design, I would love to hear about your project.

Get in Touch