Designing a more inspirational package holiday experience for the modern traveler

PROJECT OVERVIEW:

Concept Project: TUI

My Role: UX/UI Design, Research, Prototyping

Timeline: 2023, Stockholm

Project Team: Fredrik Palmebäck & Alexandra Sanzobar

CHALLENGE:

TUI’s package holiday booking process felt functional but uninspiring.
How might we reimagine the booking journey to feel more personalized, aspirational, and flexible — while still offering the reliability travelers expect from TUI?

PROCESS:

Research → Insights

  • Conducted interviews with target group The Curious.

  • Learned that for shorter trips, travelers wanted to pre-book activities, while for longer holidays they valued flexibility and exploration.
    → Insight: Travelers seek a balance of reliability and freedom.

Ideation → Concept

  • Developed a search and booking flow highlighting experiences and activities.

  • Personalized recommendations based on user interests.

Design → Mockups

  • Inspirational design language with strong imagery.

  • Simplified booking steps with transparent pricing and options.

  • Prototypes showcasing activity filtering, inspirational landing pages, and personalized results.

RESULT

A redesigned concept that shifts TUI’s booking flow from transactional to inspirational.

  • Supports both shorter and longer holidays by balancing structure and freedom.

  • Strengthens TUI’s positioning as both trustworthy and modern.

Travel booking website with search bar at the top, promotional section with an image of a man wearing sunglasses and a pink hat, and options for travel destinations like Prague, Milan, Barcelona, Rome, Bangkok, and Istanbul, each displaying a picture and price per person.
A webpage design with a purple and light yellow color scheme, featuring sections for Prague, booking activities, transportation, flight information, and sharing options with icons for link, WhatsApp, Facebook, and email.
Mobile website screenshot for Prague travel, featuring sections on culture, food, wine, hotels, and attractions, with images of a castle silhouette, pasta dish, wine bottles, hotel interior, and historic buildings.
A minimalist hotel activity planning page with a gray left side and white right side. The left side features a large black word "PRAG" with placeholder text below, while the right side contains the heading "Planera," a subtitle in Swedish, and two gray buttons labeled "SPA" and "OUTDOOR".
Travel planning form with options for different destinations such as Rome, Prague, Barcelona, and Shkodra, where users can select based on cultural interests combined with food and wine.