Helping over 50s find their perfect holiday

We worked with Saga Travel to optimise the online booking journey and reflect the business' changing proposition:

  • 30% increase in online sales
  • User journey friction areas identified and addressed
  • Streamlined workflow for content administrators
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The challenge

Saga Travel is the UK's biggest package holiday, cruise, and tour provider for the over-50s, serving more than 200,000 passengers every year.

We partnered with Saga Holidays to help the business create the perfect online travel experience, all the way from research and discovery, to tailoring and booking the ideal holiday or cruise.

As part of an ongoing partnership, we're helping Saga Travel:

  • Increase online sales of all types of holiday on offer
  • Reduce the numbers of calls to offline call centres
  • Convert potential Saga Travel customers to into first-time bookers
  • Increase repeat bookings through the Saga website

Some of the specific challenges we've tackled include:

  • Making it much easier for customers to discover what Saga Travel has to offer while browsing through the website
  • Optimising the checkout and purchase journey to increase conversion and customer satisfaction
  • Identifying and designing digital innovations that excite people new to Saga

What we did

Our rapid and collaborative approach means we can iterate designs based on ongoing  feedback from Saga Travel and its customers.

With this feedback loop at the heart of our design process, we've been able to quickly deliver designs that meet both business and customer needs:

  1. We began with a deep-dive on web analytics, building a shared understanding of common customer behaviours and problems.

  2. We facilitated a series of workshops to explore and generate exciting design concepts that could help the Saga Travel brand stand out.

  3. We then rapidly created prototypes of our design concepts and ran ongoing usability testing to validate our ideas.

  4. We run content audits, card-sorting, and tree-testing studies to improve the way the site is structured and consistently incorporate new product launches (including new holiday types and brand-new cruise ships).

  5. We handed over detailed specifications of our designs to help the Saga team implement them effectively and efficiently.

  6. Using deeper insights from customer research, we're helping Saga build and prioritise a roadmap of inspirational concepts that will excite a new wave of customers.

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The results

The re-launched checkout flow drove an impressive 30% increase in pure online sales as a result of optimising every detail of the process, addressing previous drop-off points, and helping customers save details and return later.

Beyond helping people discover holidays better, the new site structure helped optimise the content production process for Saga Travel, with key pages streamlined, and redundant or duplicated content eliminated.

Macbook showing saga website

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