Today, we’re publishing a new Insights Deck in partnership with UserTesting, Using Customer-Centric Product Design to Stand Out in the Travel Industry, which explores how customer-focused design is playing a central role for travel companies.

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Today’s travel consumer is armed with more information, and more choices, than ever before. Thanks to the growing popularity of metasearch and OTA websites, increased transparency from online review services like TripAdvisor, and the delightful customer-focused experiences of companies like Apple, Google, Amazon and Uber, entire sectors of the travel space have been forced to rethink their products and experiences for a new customer-focused era. And increasingly, many travel businesses are realizing that thoughtful customer-focused design plays a central role in this transformation process.

The most innovative travel businesses are putting a renewed focus on understanding the needs of their customers, using this direct feedback to reimagine the entire travel experience, from A to Z. By doing so, these forward-thinking companies are able to drive real business results, growing their market share, creating more loyal customers and reducing costs in the process.

This report:

● Examines the origins of this increasingly popular discipline in the travel industry
● Illustrates the behind-the-scenes customer-focused research processes used by some of today’s most progressive travel organizations
● Provides examples of how some of the world’s best-known travel brands like Marriott, Delta, HotelTonight and Expedia are utilizing the discipline in their own organizations

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This content was created collaboratively by UserTesting and Skift’s branded content studio, SkiftX.