How should the Skyscanner brand transform to become the go-to travel concierge partner?

220 travellers

10countries: Australia, Germany, India, Netherlands, Russia, South Korea, Spain, Taiwan, UK, USA

"The quality, attention to detail and results were exceptional and we are very pleased with the results and impact."

Gareth Williams (CEO and Co-founder)

  • Brand development
  • Collaborative approach
  • Immersive delivery
  • Insights sprint
  • Service
  • Workshops
The Opportunity

Skyscanner is a metasearch engine and travel agency based in Edinburgh, Scotland, and is now owned by the Trip.Com Group, which is the largest online travel agency in China. The site is available in over 30 languages and is used by 100 million people per month. The Skyscanner brand had established the business as a global search engine for flights. However, there was an ambition to evolve this positioning and become known as an inspiring, trusted travel partner. With many stakeholders around the world, Skyscanner needed an approach that would connect multiple, global stakeholders with the future reality of travel.

Our Approach

Our research began by comparing user perspectives about Skyscanner’s brand and features with those belonging to internal stakeholders from each of Skyscanner’s offices around the world. A qualitative insights sprint across ten countries followed (with research rolling out concurrently in each region), consisting of trends analysis and in-depth interviews with 220 travellers. This identified compatibilities and differences that enabled the Skyscanner team to define unified, forward-thinking objectives for the brand during engaging, inclusive stakeholder workshops.

Business Impact

By interpreting the context of travel-related products and services, and analysing travel patterns in ten countries, intO was able to identify and present strategic opportunities for Skyscanner. Just as crucially, the work delivered a springboard for the brand transformation process and motivated active engagement amongst Skyscanner stakeholders around the world.