Tripick, a new way of choosing your holiday destination

Abstract

Tripick is an online platform which makes it possible to save holiday destinations from different tour operators and share them with travelpartners so jointly the best location can be chosen. Users of the platform will search for a holiday destination just as they normally do, but when they have found a potential location they can easily save it on Tripick. In this way, they will have a collection of potential destinations from different providers at the end of their search. The platform is separated from the websites of the providers and when people want to book, it will be done through the website of the original provider. From the internal and external analysis some main insights are derived which are combined into a final positioning for Tripick, namely ‘Tripick is your personal online travel assistant for group holidays’. Tripick consists of two main USP´s to differentiate itself from competitors. First Tripick as an assistant, in which Tripick will assist on a wider range of aspects of the holiday than competitors do, by not limiting it to the search for an accommodation but also on other aspects of the holiday. Second, the focus on the group process instead of individuals or pairs. The big idea has been set up which captures the brand message of Tripick, namely ‘Your group guide to sparkling holidays’. This is translated into a design language which has an overall appearance of simplicity, pleasure and trust. The colours that will be used are white, green, orange and yellow. Furthermore, straight forms will be used with rounded elements and when possible symmetry will be strived for. The tone of voice will be informal and personal with an inspiring and supportive character. During the ideation the functions of Tripick are designed. Besides the main functions, saving, sharing and rating of accommodations, some sub functions have been designed. These are personalised filters, a travel overview, a cost overview, saving of transportation and activities, different chats and the option to view the site of the tour operator within Tripick. In order to make money with Tripick the business model Leverage customer data will be used. First party data gathered from Tripick will be sold to tour operators. With this data, tour operators can keep the availability of saved accommodations up to date but they can also provide special offers to persuade the customer to book their accommodation instead of accommodations of other tour operators that are saved on Tripick. Tripick will be launched in December 2017, because then people will start searching for their summer holiday. The launch event and the promotion strategy consists of multiple activities, but the main focus will be on social media, especially Facebook. The attraction of tour operators for the business model will start in December 2018, because first enough data must be collected to be able to offer a complete dataset.