While conducting user research I often hear from people that “I don’t know what I’m looking for but I’ll know when I see it”.
Buying holidays is hard. People want to be inspired. Often we go to the same destinations again and again because we just don’t know what type of holiday we will have in Estonia or Turkey.
Travel sites often don’t help because the first thing they ask is ‘where do you want to go’. We often have no idea but we know what type of experience we want to have when we get there.
This site from BA acknowledges this behaviour (which in itself is smart strategic thinking) and allows you to browse by photos that represent the experience you are looking for.
This ultimately is translated into a destination list.