Mastering Hyper-Customisable Searches, Personalised Filters, and Smart Wishlist Features
Some trends come and go, while others are here to stay as they offer significant value.
There are many trends happening in the travel industry, such as experimentation with AI-enabled tools, the rise of ‘Bleisure’ and sustainable travellers, and the increasing power of social media. One that is particularly interesting from the User Experience (UX) perspective is the trend of advanced or hyper-personalisation and customisation.
Report: Trends of hyper-customisation and hyper-personalisation in online travel booking
In our report, we explore how this trend manifests in the online travel booking journey, focusing on two key areas: where it enhances and where it hinders user experience—specifically, performing a search and saving favoured items.
- Filtering results based on specific criteria such as location, travel dates, price range, star ratings, and amenities is a common practice on booking sites. Meanwhile, hyper-customisable searches (e.g., LGBTQ-friendly, sustainable-travelling filters) and personalised filters based on user history represent the next level of user experience sophistication. In our report, we review various examples of advanced customisation and personalisation to inspire, reflect upon, critique, and ultimately determine what is relevant and worth further research.
- Wishlists on travel booking websites serve as a convenient tool for users to curate and save their preferred destinations, accommodation, or activities. Forward-thinking brands are enhancing their wishlist features by enabling users to create itineraries from their list of saved items and find personalised inspiration to enhance their trips. In our report, we look at several wishlist features with intelligent cross-selling strategies.
As UX professionals, we understand that innovative features must integrate well with the overall user journey, without compromising discoverability or usability. Therefore, through our investigation, we offer a reflection on how such features are implemented. Additionally, we cover some UX fundamentals of search filters and wishlists that travel companies can reflect on and consider as opportunities for improvement in their booking journeys.
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