Travel & Hospitality Overview

While we are very proud of the creativity of our work, it is the combination of its emotional resonance and the behavioral dynamics under the surface that produce the results that have characterized our success. In early 2002 we began developing techniques for addressing the challenges of complex value propositions in conjunction with IBM. This pioneering work resulted in a number of user experience strategies designed to move the consumer effortlessly through a value proposition from curiosity to understanding. By breaking down complexity into small increments we created methods to bring a viewer to a point of compelling relevance using click/reward techniques. Based on the success of these behavioral dynamics for IBM, we began applying them to other industries where value propositions were complex; travel & hospitality was one of our first targets.

However complexity was not the only challenge. We also had to address the need for creating emotional connections that keep consumers engaged through what is often an overwhelmingly complex process. Our goal has therefore been to create digital experiences that instantly engage the consumer; effortless, delightful experiences that just seem to magically understand what the consumer wants to accomplish. Understanding the new consumer’s mindset at every stage of their journey is critical to this. Product focus, selling and the advertising approach is a thing of the past. The digitally empowered consumer gravitates to companies that help them clarify, simplify and understand. That’s why the digital brand experiences we create today are built on useful functionality and valuable content, wrapped in a persuasive, differentiating experience.