Best Flight Recommendations
My Digital Experience team introduced intelligent flight recommendations to help customers quickly identify the best options from search results, reducing decision fatigue and improving the booking experience.
The Problem
Flight search results presented all options equally, leaving customers to:
- Manually compare dozens of flights across multiple factors
- Balance trade-offs between price, duration, and departure time
- Feel overwhelmed by too many similar-looking options
- Second-guess decisions wondering if they missed a better flight
This cognitive load slowed down booking and sometimes led to abandoned searches.
The Solution
We implemented an intelligent recommendation system that highlights optimal flights:
Recommendation Logic
The algorithm surfaces flights based on two primary factors:
- Shortest duration - Fastest options for time-sensitive travelers
- Lowest fares - Best value options for budget-conscious customers
Visual Treatment
- Clear badges marking recommended flights
- Prominent placement at top of results
- Explanation of why each flight is recommended
- Easy comparison with other options
Smart Filtering
- Recommendations update based on selected fare type
- Considers connection times for multi-leg itineraries
- Accounts for time-of-day preferences when relevant
Customer Benefits
The recommendations address different traveler needs:
- Business travelers can quickly find the fastest option
- Leisure travelers can identify the best value
- Flexible travelers can compare trade-offs at a glance
- All travelers spend less time searching and comparing
Results
Best Flight Recommendations simplified the shopping experience:
- Faster flight selection with highlighted best options
- Reduced decision fatigue from information overload
- Improved conversion as customers find suitable flights faster
- Higher satisfaction with the booking process
Design Philosophy
Rather than forcing customers to evaluate every option, we do the analysis for them. By surfacing the objectively best choices based on common priorities, we respect customers’ time while still giving them full control over their final decision.
Launched Best Flight Recommendations, surfacing optimal flight options using shortest duration and lowest fares to simplify selection.
