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Project objective:

Lead more people to buy flight+hotel bundles on the FlightHub website

Team size:

4 dev, 1 QA, 1PM (Solo designer)

Project outcome:

0 to 40

Daily flight+hotel bookings

120%

ROI after the first year since starting the project

0 to 2.5k

Daily visits to flight+hotel package search

How did we track this success?

Using FullStory user-tracking tools, I tracked trends in user visits to our flight+hotel package product over time in 2025, and the results are promising! The features I designed and deployed had a significant impact on conversion rates.

My product manager also set up conversion and profit tracking for each feature A/B test using GrowthBook.

We wanted to focus areas where existing traffic, intent and visibility is high.

As a new product at FlightHub, the flight+hotel offering required us to capitalize on FlightHub's existing traffic, purchase intent, brand credibility, and customer loyalty to drive user engagement.

To achieve this successfully, we prioritized maintaining a seamless user experience for flights. We employed an incremental approach, gradually introducing new entry points for the flight+hotel product while meticulously tracking each feature's impact on conversion rates and overall profitability. Each feature was implemented as an A/B test, and, to date, all A/B tests have demonstrated positive results, enhancing both conversion and profitability. The success of these A/B tests was tracked using GrowthBook.

What kind of research did I do to make these features

My research process was mainly based on competitive benchmarking,
Gemini deep research was a helpful guide throughout the process.
10 in person user interviews with real users (internal and external interviews)
- Used AI tools like condense to document the intervews and map the pain points
- Used Lyssna to conduct and set up the interviews

New features: homepage

A new user-friendly product menu with a 20% savings tag.
The green “Bundle and Save” checkbox.
A new packages promo banner under the search form.

New features: flight search page

The checkout bundle pop-up
Promo banners within the flight search page
New option within the flight price matrix

New features: Booking confirmation

A new flight ancillaries menu with a hotel option at the top.
A hotel promo banner on top of the itinerary — Currently X searches per day.
A new hotel promo carousel.

New features: MyTrips page

The 20% off tag on a static hotel option in the top menu.
A hotel promo banner above the flight itinerary.
A hotel promo carousel below the itinerary.

Interesting additional data

Something interesting to keep in mind is the user intent behind each feature. Some features boost hotel product visibility and visits but have a low booking conversion rate, and vice versa. The key takeaway is that while some of these features can increase visibility for hotel products, they don't necessarily lead to a proportional increase in bookings.