X
Group Project : 4 Weeks : Live Client
Product Strategy, Design Strategy, Product Roll-Out
“Imagine a travel product or service that doesn’t currently exist.”
Beautiful Destinations Fundamentals
The brand was very clear about who they are and what guidelines we should adhere to when creating a new product for their consumer. We continually referenced back to these four brand fundamentals as we were creating our new product.
TRAVEL
There’s something for everyone
In the era of popular travel brands like Airbnb, Lonely Planet and Away, it can appear as if there is product, app or service for everyone.
As global travel has become easier to navigate, younger audiences are contributing to the rise of this booming industry.
OVERSIGHT
Womens Safety
There has been significant growth in female solo travel in the last few years. With the number of women opting to travel abroad alone, the subject of safety came up. As four women working on this project, (who have all traveled alone overseas at some point) we shared a common bond over scary moments we wished we could have avoided.
“32M American women travel alone every year”
Female Travel in Culture
Each of these books were NYT best sellers and were made into blockbuster movies. The recent uptik in interest for women traveling alone leads back to these stories. They are looking for more than an all-inclusive experience, they are seeking adventure. With this comes concerns about safety and relying on a verified network to guide the solo traveler through potential complicated scenarios.
Strategy
In honoring the solo traveler, we are acknowledging the wants and needs of this large audience who isn’t normally showcased in travel culture.
Interviews
The key takeaway from our interviews is that most women don’t really want to travel alone. They book a solo ticket because their friends or family were non-committal. Their desire to go to their dream destination was greater than waiting around for a travel companion.
Business Opportunity
“Create a space where women can connect with other women through a verified site when traveling alone. ”
Personas
Deep concerns for safety, an emergency plan and loved ones being able to get a hold of if an issue occurs are very important when traveling solo. Instead of only focusing on the excitement of the trip itself, we believe showcasing the needs we discovered in our interviews allows for Beautiful Destinations to be a part of the solution.
Meet Egeria!
An off-the-beaten path travel guide and companionship app for the adventurous solo traveler.
Why did we choose the name Egeria?
“The world’s earliest travel writings were produced by a woman named Egeria. In 381 AD, she climbed Mount Sinai on her pilgrimage from what is thought to be either Spain or Rhone Valley to the Holy Lands. The letters she wrote on her journey are regarded as the first travel memoir.” (Vox)
New Product Roll-Out
In order to launch the new Egeria app and connect with our target audience we created a roll-out plan of selected events and packaging deals that would appeal to our audience and drive awareness to Beautiful Destinations and their mission.
Why This Works
Providing a space where solo women travelers have the opportunity to connect with other women like them.
Beautiful Destinations becomes part of their journey.
Bridging the gap for a female solo travelers need of wanting to feel safe and connect with other like-minded travelers.
Curated + conscious travel content that inspires them to travel more and use Beautiful Destinations as their first source when they begin to plan a trip.
