Why Travel Planning = Experience Design
Planning a trip? You’re already designing an experience.
When most people think of travel planning, they picture booking flights, reserving hotels, or building a day-by-day itinerary. But beneath the logistics lies something deeper: you’re shaping how someone will feel, remember, and carry that journey with them long after it ends. In other words, travel planning is really experience design.
Let’s break it down.
1. Anticipation: The Research + Inspiration Stage
The excitement begins before you ever leave home. Browsing photos, reading reviews, and swapping recommendations create an emotional runway. In UX terms, this is the discovery phase - where expectations form and excitement builds. A well-curated anticipation stage transforms planning from stressful to inspiring, setting the tone for the entire journey.
2. Onboarding: The Welcome & Arrival Moments
The first impression matters. From the airport pickup to the check-in experience, these touchpoints mirror the onboarding experience of a digital product. A smooth, thoughtful welcome eases the transition and makes travelers feel cared for. Just like a brand funnel, if the entry feels clunky, you risk losing trust early.
3. Friction Points: The Delays & Missteps
No journey is perfect. Flights get delayed, rooms aren’t ready, and GPS takes you off-course. These are the pain points travelers remember—and the same goes for customers. Great experience design doesn’t eliminate friction, but it anticipates it, builds in recovery moments, and offers reassurance. A surprise upgrade or quick reroute can turn frustration into delight.
4. Retention: The Memories That Stick
Ask someone about their favorite trip, and they’ll share the standout memory: the meal that lingered, the view that took their breath away, the laugh they couldn’t stop replaying. In CX, these are your sticky moments - the emotional anchors that turn a single interaction into loyalty. Retention isn’t just about repeat bookings; it’s about the feeling someone carries with them, long after the trip is over.
The Parallel Between Journeys & Experiences
Whether it’s a retreat, a vacation, or a customer journey, the parallels are striking. Each requires intentional design, emotional intelligence, and a keen eye for touchpoints. Travel shows us that UX isn’t about screens - it’s about humans.
So what if we treated every experience - whether a trip, a service, or a brand funnel—like a once-in-a-lifetime journey?
We’d design for wonder.
We’d anticipate friction.
We’d honor every transition.
And we’d make memories that last.
That’s the power of seeing travel planning as experience design.