We’re refining our first‑timer positioning and I want a gut check. In a June survey of 2,400 non‑cruisers, a clear brand promise around worry‑free planning beat lowest fare by 18 points — does that match what pushed you or your friends to book?
brand promise around worry‑free planning beat lowest fare by 18 points — tracks for me; my sister only booked once she saw flights, transfers, and dining were handled so she didn’t have to juggle five tabs, ugh. Lead with a 60‑second plan‑it‑for‑me wizard that auto‑fills those pieces and surfaces a simple checklist. Small caveat: don’t hide the starting price — first‑timers still sanity‑check budget; @alex have you A/B tested that hero vs a fare‑first tile with a from $X badge?
My take: I’d lean toward the simplest next step and see if it changes anything this week — if not, you’ve got a clear case to escalate. What would block you from trying that?
That 18‑point gap from the June survey tracks for me — my parents booked only after a single “worry‑free planning” confirmation laid out flight times, transfer pickup, and muster/check‑in steps. One tip: send a post‑booking “we’ve locked it” text linking to a one‑page itinerary with an exact cancel‑by date; it cut their follow‑up calls to zero. Caveat: they still want a clean total price up front, but reassurance wins the decision.
Quick example: I only booked once I saw an ‘all‑in total’ at checkout that rolled up fare, taxes, gratuities, Wi‑Fi, and transfers so I knew the real number before clicking buy. Given your June survey and that 18‑point spread, A/B a single ‘total trip cost’ page that updates as I toggle packages.