From individual trips to complete experiences

This case has been anonymised to protect the client's business and technical solution.

How a complex systems landscape was transformed into a scalable platform

A large travel company faced a crossroads. The existing platform was built around a central booking system, with multiple surrounding integrations that had grown over time. The result was a fragmented systems landscape where changes were hard to implement and new business initiatives took a long time to realise.

At the same time there was a clear business need: to move from selling individual trips to offering complete experiences – where travel, accommodation and activities can be combined in a single flow.
Our assignment therefore became twofold: first to create a new technical foundation – a strong digital ecosystem with a scalable, future-proof architecture – and then to build the website and the systems that make it possible to deliver the new complete offering.

Our mission

A mission that required more than a modernization

To enable the client to go from selling individual trips to offering complete travel packages, a new technical foundation was required. The challenge was not only to modernize the booking flows, but also to handle the high complexity of many different systems that needed to work together – from travel, accommodation and activity bookings to finance, payments and business intelligence.

Our mission was therefore to create a flexible, API-based architecture that freed us from legacy dependencies and laid the foundation for a user experience driven by the traveler’s needs rather than by technical constraints.

Goals

Together with the client we defined the following goals to create a solution that meets both business needs and technical requirements:

• Establish a unified and seamless booking flow where the user can easily combine travel, accommodation and experiences.
• Develop a user-friendly website that both inspires and converts.
• Build a strong digital ecosystem with a scalable, flexible and future-proof architecture.
• Introduce a modern technical platform with a clear integration strategy to reduce dependencies between systems.
• Ensure the solution is sustainable over time with high operational reliability, performance and the ability to be further developed.
• Modernize the look and feel on the web based on the client's existing visual identity.
• Improve accessibility in accordance with current guidelines.

Feasibility study

As a first step we conducted a technical feasibility study in which we analyzed the existing architecture, mapped all integrations and identified bottlenecks.

The work resulted in a clear target vision with a recommendation for an API-based solution, built for the cloud and with high scalability. Everything was summarised in a concrete system diagram showing how all components and integrations interact in the new technical platform as well as in a feasible implementation approach.

This gave the client the opportunity to understand scope, risk and priorities before implementation began.

Technical solution and architecture

To meet the client's need for a flexible and future-proof digital ecosystem, we chose an architecture where each part has a clear role but is independent of the other parts.

• CMS in Optimizely DXP Cloud acts as the hub for all editorial content and powers the website. It enables rapid publishing, high operational reliability and easy scalability in the cloud. The same environment also contains the React-driven booking flows, meaning editorial pages and advanced flows live side by side in a unified solution.
• The API layer acts as an interface between the frontend (web and mobile app) and the underlying systems. It creates a flexible back-end-for-frontend structure that can be adapted to different channels without changing the core systems.
• The business and coordination system is the heart of the solution. Here bookings, users, payments, messages and integrations are coordinated so that different systems can work together in a unified flow. In addition, there are logged-in administration tools where the client can view and manage transactions, follow up bookings and generate financial reports – which provides better control, transparency and efficiency in daily operations.
• Services for travel, accommodation and activities manage their respective product areas and act as an abstraction layer towards the underlying systems. Instead of having to communicate directly with, for example, a specific booking system, communication is handled via a travel service. This makes the solution more sustainable over time: although it adds a level of complexity, it allows thinking in functions and domains rather than individual products. In this way, new systems and offerings can be connected gradually without disrupting the whole.
• Underlying systems and third-party integrations – for example various booking systems for travel, accommodation and activities – are tied together through this structure. This makes the complexity manageable and the user experience seamless.

An architecture that enables change and reduces dependencies

• Reduces dependencies between systems and makes it possible to build user experiences based on the client's needs, rather than technical limitations
• Provides flexibility to expand the number of integrations and thus the offering (for example more accommodations or activities) without having to rebuild the entire infrastructure
• Is future-proof thanks to cloud-based solutions, API-first principles and a clear separation of responsibilities
• Lays the foundation for a unified booking flow where travel, accommodations and experiences can be combined in the same package

Website and user experience

The new website is designed to provide a smooth, inspiring and conversion-driving user journey – whether booking trips, accommodation or activities.

User-centered UX

The booking flow has been modernized with fewer steps and a mobile-adapted widget that makes it easy to book, compare and change without unnecessary detours. Navigation has been simplified and the structure clarified so the user can quickly find what they need.

Design that inspires and guides

Based on the client's graphic profile, we have created a digital design that is clean, accessible and conversion-driving. Call-to-actions are highlighted with color and form, icons clarify information, and a lively homepage layout invites further exploration.

Iterative approach

Through an agile process with incremental deliveries we have continuously tested and improved the solution. This has allowed room for smart adjustments and ensured that the most important features have always been prioritized.

The result is a modern website that not only sells a trip, but a complete experience – with a design and a flow that supports the user at every step.

Results

The new solution shows how we can turn something technically complex into a simple and user-friendly website with well-balanced flows and features. For the traveler it means a smooth and flexible booking flow where trips, accommodation and activities can be combined as desired in one and the same shopping cart – from the first search to ticket, payment and departure.

For the travel company it provides a stable technical foundation that reduces dependencies between systems, simplifies further development and gives better control over the entire business flow. The client can launch new offers without rebuilding the platform and the company gains control over the entire order and booking flow.

Behind the scenes a high level of complexity is handled: from different types of trips with special add-ons, discounts and pricing, to accommodations and activities with their own terms and local offers. All of this is merged into a unified interface that makes the traveler feel they are buying a whole, rather than piecing together separate parts.

Are you curious about what this would mean in your environment?

In this project we have shown how you can take a complex system landscape with many integrations and transform it into a platform that feels simple and natural for the user. We map, plan and deliver the whole way – from technology to experience – and ensure that the result is both robust and future-proof. Do you have a similar challenge? Get in touch and we’ll tell you more.