A New Passenger Is Boarding and the Crew Hasn’t Noticed Yet

Over the years, continuous user research helped Eurowings Digital build an increasingly clear picture of how people search, compare and make decisions when planning a trip, booking a flight or choosing a package holiday. They understood many of the patterns, the questions travelers ask and the information they need along the way.

And then, all of a sudden, a new travel companion boarded the aircraft: generative AI.

Travelers can now explore destinations in far greater detail, create highly specific itineraries, compare hotels and locations through conversation, and ask questions that traditional search interfaces were never designed to answer. With more information at their fingertips, expectations may change too - towards destinations, hotels and ultimately the digital products people use to find and book them.

Understanding this shift in technology and human behavior requires us to look beyond a single source of truth and combine attitudinal, behavioral and conversational data.

Learn how Eurowings Digital and TestingTime take a closer look at the conversations happening around travel planning itself.

Join to get a sneak peek into what these conversations reveal about emerging travel and search behavior – and what it means for UX Research when part of the user journey suddenly happens somewhere we were never used to look.