Challenge
Guest engagement and bookings remained low, as the platform lacked personalized recommendations based on individual preferences and needs. Without tailored experiences, guests struggled to find relevant options, reducing perceived value.
Our goal was to create a highly personalized and personal guest experience to increase relevance, trust, and conversions.
Solution
We introduced a conversational chatbot into the guest onboarding flow, simulating a concierge-style interaction to personalize the experience from the start. This approach allowed us to tailor recommendations based on guest interests, creating a more engaging and human-centered journey.
Impact
20%
In user acquisition
30%
In booking conversion
15%
In multi-booking rate
Research
Online research was conducted to explore user behavior during vacation experience bookings, aiming to identify pain points and decision making patterns.
Additionally, broader digital interaction trends were analyzed, focusing on the impact of guided interactions on engagement and conversion.
Competitive Analysis
A comparison of digital concierge services and experiences marketplace platforms was conducted to evaluate usability and personalization strategies.
Insights from this research informed the design of a more intuitive, guest-centric experience, positioning Localbird as both user-friendly and tailored to individual preferences.
Key Insights
70%
Of travelers struggle to find relevant, authentic experiences due to lack of personalization.
60%
Of travelers
experience choice overload.
2-5x
Higher conversion rates
on sites using chatbots.
User Flow
A questionnaire was embedded into an onboarding chatbot to enhance the human centered experience. This enables a personalized experience recommendations that reduce cognitive load and support faster, more confident decision making.
A shuttle pick-up option is offered early in the chat to solve a common guest pain point. This proactive touch builds trust, boosts service reliability, and increases the chance of conversion. Securing a first booking acts as a key activation point, driving repeat engagement and long-term value.
Current Flow
Friction points:
Lack of personalization leading to cognitive overload.
Absence of trust-building elements causing lower user confidence and engagement.
New Flow
Enhancing Usability:
Introduced dynamic personalization to match guest interests
Personalized onboarding using host PMS data to remove redundant steps.
Kept a seamless fallback to the marketplace for users who prefer not to chat.
User Testing
A/B testing was used to evaluate the most effective channel for the primary call to action. Results showed a strong preference for in-site chat, as users were more comfortable engaging without initially sharing personal information. Trust-building emerged as a key factor in increasing willingness to opt into more personal channels.
Option A
Whatsapp chat as primary CTA
Option B
Webchat as primary CTA
Design
A personalized carousel showcasing five experiences per interest minimized scrolling fatigue and reduced cognitive overload. Clear labels and FOMO-driven tags supported quicker, more confident decision-making. Flexible suggestion modes balanced guidance with exploration, while interactive pill filters—generated from user input—enabled ongoing customization and personalization beyond the initial interaction.
