Innovating the Future of Travel

Challenge

Helping an international airline move towards a global brand strategy that positions it as the future of airline travel.

As an airline that that wanted to stand for the future of travel, it needed to think outside of the box and continually deliver optimized experiences for travellers internationally. They commissioned The Sound to identify customer-led product and service ideas to fill their innovation pipeline in the short, medium and long term.

Approach

The complex nature of the business challenge itself called for a differentiated approach. We started with an in-depth success session with the client team to ‘mine’ any product or service innovation ideas that already existed. This was then followed by traveler journey pre-tasks and co-creation groups with 87 travellers in 7 markets, to explore people’s pain-points and frustrations throughout the international travel journey.

Impact

We developed a highly visual, strategic debrief that illuminated the concepts and ideas the work generated, and provided recommendations regarding which innovations would create the greatest differentiation and reinforce our client’s position as the future’s airline.