How to design successful (customer) experiences in the travel industry

Abstract

Nowadays, amongst service businesses human-centricity and designing great customer experiences have become fundamental topics to retain customers and maintain competitive advantage in the market. These are particularly relevant also in the travel and leisure industry, especially since COVID-19 had heavily hit this sector.

The purpose of this thesis is to explore the future of service in the tourism and leisure industry from the perspective of customer experience. The case organisation operates in the travel industry and its fictitious name is Company X. The aim is to research the practices needed in the firm to interpret customers’ insights and translate them into appropriate actions and activities that support great customer experiences. Ultimately, customers’ behaviour, wants and wishes for a specific offer named Company X Breaks (CXB) are also researched.

The thesis utilizes a case study research approach and the objective of this report is to develop guidelines to create successful service experiences for consumers and to provide the company a roadmap to develop the capabilities needed to create those experiences. Service and Customer dominant logics together with theories of the experience economy constitute the theoretical background for development. The development task was carried out following the design process model by the British Design Council, adopting service design methods and tools. The data were analysed through content analysis.

The research revealed that motivations to purchase a CXB service experience are related to three main goals: having a good time with a loved one for a special occasion; wanting to escape from stress and routine; pursuing a hobby or watching the favourite sport. From an organisation perspective performing qualitative research, employing design at an early stage in service development and customer journey mapping were identified as experience capabilities to be implemented in the organisation.

Conclusions are that by researching customer needs and emotions, the firm can create experiences that fit in to people’s life and offer value. The thesis enhanced the organisation’s understanding of its customers and shows the steps towards a customer-centric mindset.