GutCheck
28 Case Studies
Case Study: InterContinental Hotels Group achieves an optimized online booking experience with GutCheck
A GutCheck Case Study
How InterContinental Hotels Group Used Agile Research to Optimize their Online Booking Experience
InterContinental Hotels Group (IHG) faced the challenge of optimizing its online booking experience to drive traffic, build brand equity, and stand out in a highly competitive travel market. As they planned to add travel-related products and services to their platform, the insights team needed to ensure the new booking flow would attract both leisure and business travelers and deliver a simple, appealing experience.
IHG partnered with GutCheck to run quantitative Concept Prioritizer™ testing (200 targeted consumers) and qualitative Concept Refiner™ research (40 targeted consumers), evaluating multiple wireframe concepts and booking flows. The combined approach broke a quantitative tie between two leading concepts, revealed leisure travelers’ price sensitivity, confirmed the value of a cleaner interface and bundling options, and produced actionable refinements that secured stakeholder buy-in and moved the winning concept into development.
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InterContinental Hotels Group
Tom Noggle
Senior Manager of Global Insights