The challenge
Our client, a leading holiday rental marketplace, embarked on a mission to become the ultimate booking destination for families. They recognised that the definition of a "family" is fluid and can vary significantly across cultures and countries, requiring a nuanced understanding of diverse traveller needs.
What we did
We used a mixed-method approach, combining an online survey and segmentation analysis across Japan, Singapore, Australia, and New Zealand with in-depth interviews and ethnographic research. This allowed us to understand the unique needs, pain points, and planning behaviours of different family types, from single parents to those with children of various ages
The impact of the research
These insights gave our client an actionable roadmap to improve their online booking experience and cater to each family segment. This tailored approach led to increased repeat business, strengthened their reputation, and demonstrated how a deep understanding of customer needs can drive both loyalty and growth.
