Tourism Australia

Personalising Traveller Engagement

Australia.com guide-to-Sydney experience shown on a laptop

01/The Challenge

Tourism Australia had a new publishing platform and rich content, but no real visibility into the individual travellers using Australia.com, and no way to serve them a personalised experience.

With no meaningful insight into individual traveller behaviour, there was no basis for personalising content or measuring how integrated campaigns actually performed for real visitors.

Our brief was to shape innovative concepts that turned rich content and new platform features into a more personal, engaging B2C experience, and a future-state customer journey the team could build toward.

Customer Experience

Personalisation Strategy

Journey Design

Concept Prototyping

02/Our Approach

Designing a personalised, future-state traveller journey

We shaped concepts to onboard individual travellers and build visibility through personalised, curated content. Using CX design principles, we designed a continuous engagement journey, mapping how curated itineraries, traveller profiles and interactive activities with travel partners could work together, and developed detailed concept designs to make the future experience tangible.

Concept journey mapping how curated content connects across the traveller experience

A future-state journey built around the individual traveller

Personalised, curated content matched to each traveller's itinerary and preferences
A traveller profile that makes plans, activity preferences, dates and bookings visible
Curated itineraries and a travel journal pre-populated from the traveller's plans
Interactive, location-aware activities with travel partners to deepen engagement
Content sharing and user-generated content to extend reach and brand awareness

Concept film: a personalised, future-state traveller experience for Australia.com.

03/Outcomes

Concepts for a more personal, connected traveller experience

The concept traveller experience shown on a tablet

Greater traveller engagement through personalised, curated content

Visibility of traveller plans, activity preferences, travel dates and bookings

Insight into campaign performance based on real user behaviour and decisions

Greater brand awareness through content sharing and user-generated content

New opportunities for travellers to build social capital around their journeys

A tangible, future-state customer journey the team could prioritise and build toward

04/Results

Greater Visibility

Deeper Engagement

Brand Awareness

What we appreciated most was their broad technical expertise, collaborative process and the tenacity to take challenges head on. I would have no hesitation recommending Lumos as a trusted partner.

Dave RumseyChief Information Officer, Tourism Australia

A customer experience designed to capture the pulse of travellers, delivering curated, personalised content and promoting travel partners.

05/Related Work

AICD

Transforming the Member Experience

Align · Shape

State Library NSW

Creative Communities

Shape