Travel Counsellors
A mobile strategy designed for the moments between trips
A global travel business with a new digital ambition
Travel Counsellors is a global network of more than 1,900 independent travel advisors, generating more than £1B in global revenue. Founded in Manchester, England in 1994, the company connects travellers with dedicated personal advisors who use its bespoke platform to create tailored leisure and business trips.
With market-leading AI capabilities and years of rich proprietary customer data, Travel Counsellors saw an opportunity to transform its digital experience and strengthen long-term customer loyalty.
While the existing app effectively supported customers before and during their trips, it played a limited role between bookings. Apadmi was engaged to define a future vision that complemented the trusted relationship between customers and their personal Travel Counsellor, while creating more meaningful opportunities for ongoing engagement with the brand.
Defining a vision for the future
Rather than jumping straight to solutions, Apadmi built the strategy around real customer behaviour, business priorities and a clear vision for the future experience.
Research before assumptions
Through stakeholder workshops, customer research and leadership interviews, Apadmi built a deep understanding of customer needs, business ambitions and the evolving travel landscape.
A journey mapped end-to-end
Combining these insights with industry best practice and Apadmi’s mobile expertise, Apadmi mapped an end-to-end future customer journey, grounded in how Travel Counsellors’ customers actually behave between trips, not just during them.
A vision made tangible
Apadmi brought the vision to life through concept designs that demonstrated how the experience could evolve, giving stakeholders something concrete to react to rather than an abstract strategy document.
A roadmap the board could get behind
The outcome was a clear digital strategy that defined the future role of the app, prioritised the highest-value opportunities, and outlined the capabilities required to deliver them.
The work aligned leadership around a shared vision, provided a roadmap for transformation, and equipped the executive team with a compelling investment case to secure board approval for the next phase of delivery.
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