Travel Trends and Strategy Analysis and Recommendation

Analyzed AARP's Travel platform for the 50+. Identified relevant travel trends and incorporated existing 50+ travel segmentation research to provide recommendations on platform development and content marketing strategy that were aligned with AARP capabilities, target audiences, and social mission and business objectives.

Market Scan and Analysis

Analysis of online travel communities and web sites to inform content and platform strategies around user generated content and online communities.

User Validation

Focus groups, web analytics, and other research suggested that the destination pages on AARP’s travel site were not fully meeting the needs of travelers using the AARP site. Word Count Strategy designed and implemented user testing to identify what types, formats, and topic areas would best help users evaluate different destinations for travel.