Celeste Tours - Consulting Report

COMPANY REPORT

PREPARED BY Mariah Durkin Duarte Peixoto

COURSE: Msc in Consumer Psychology National University of Galway, Ireland

EXECUTIVE SUMMARY

Our main objective of this study was to gain insights into consumer attitudes towards the Celeste Tours brand and UX design We also investigated American attitudes toward luxury travel

In quantitative analysis, we concluded that Celeste is ranked significantly higher in almost all components of the User Experience Questionnaire. Although Celeste presented better results, building a growth-oriented company is always a work in progress so we provide extra recommendations for enhancing the user experience afterward

In terms of quantitative analysis:

To increase the sense of novelty, we recommend putting continuous efforts into content marketing

· Efficiency can be further enhanced with more technical resources and strategic focus to reduce friction while on the website

· Celeste tours website can be further enhanced with more product messages and tutorials on how to get the most reliable experience online

·Celeste is perceived as the most attractive, likable and overall enjoyable among all 3 companies

In terms of qualitative data there are key takeaways from participants' responses that coincide with the following recommendations:

Price Transparency-Include a breakdown of pricing for each package, and have the correct currency for customers depending on their browsing location.

Target Market- Show the variety of tours on the landing page, if possible to have more freedom with the itinerary when they are on the trip, have a request form on the package page

UX-Less text and incorporate more images, utilize customer reviews and partnerships, and ensure clickable links to increase trust.

COMPANY CONTEXT

Business Context with Marketing Mix

A marketing mix was done to analyze the reality of this business, being important to create a concise reality in relation to the market and its competitors. In this case, the marketing mix was done with 5P’s: Product, Price, Promotion, Place and People

Product | Price

Celeste Tours offers three types of products: tours, experiences and a complete tailored-made holiday, this last one being the most premium and uniquely designed offer. The unique holiday can go from a range of €1000 to €20 000 per person. The multiplicity of luxury experiences that the brand offers on the market stands out, with various leisure and adventure experiences, but also history, culture and art

The two main luxury tourism experiences that the company offers are called “Matera like 007” and “The Grand Tour”, with differentiated planning target audiences and adapted to their purpose.

First is "Matera like 007", the 5-day experience that mixes a spa experience, driving a luxury car and a visit to the city where No Time To Die, the famous James Bond film is made. Secondly, the tour to the city of Pompeii which aims to foster interest and knowledge in archaeology and humanities for younger people. This experience also has the detail of being provided with the help of professionals in the area, both connoisseurs of the Pompeii area and professional sailors.

PRICE

PLACE

For this category we should analyse where customers can access the selling point. In tourism, this matter has special relevance due to its specific characteristics. Tourism is generally characterised as a highly involved purchase and where the consumer needs to feel total security - for example, on the payment stage

Currently, the company ' s website is the only place where consumers can access all travel plans, as well as book trips and set up meetings with the company ' s experts

The choice to target marketing efforts through the organic site has a significant advantage. Celeste can track and evaluate its campaigns through a myriad of metrics and thus can respond more efficiently and effectively to consumers ' desireseverything in real time. This site features a strong visual identity, with a distinctive look and feel that showcases the values of the destination cities, as well as several ways for the customer to contact a travel specialist, namely through social media, contact form and chatbot.

However, the company will need increased and constant investment to position itself in the market and gain followers through Search Engine Optimization (SEO) strategies, even more if the demand is for the Chinese market, which does not have Google as a search engine.

COMPETITIVE ANALYSIS

PLATFORMS FOR PROMOTION

PROBLEM STATEMENT

Celeste tours highlighted that when they were creating a marketing plan, there was a need for further research into their target groups to target the campaign correctly. We wanted to provide information that would ensure further understanding of these markets, as currently marketing decisions were a slow, difficult process to undertake. The aim of our solution was to provide celeste tours with information on the western (American) market.

Typically differences between western and eastern culture vary in terms of individuals' attitudes toward certain messaging or design In order to research this, we investigated areas such as cultural factors (individualism vs collectivism), attitudes towards competitors, and User Experience (UEQ)

Our central aim for this study is to investigate the complexity of user experience on luxury travel websites and the effects of culture on user experience and satisfaction. Upon completion, we analyzed the data using correlations and factor analysis and provide insights from our findings to Celeste Tours This allowed us to better understand the cultural differences within the American audience in terms of luxury tourism and the results allowed for better management decisions and for tailored communication plans

The benefits of the study ensure that any funding used towards marketing campaigns can be used correctly by making informed market decisions to target the audience effectively. This data will be useful for the company to make future business decisions on how best to spend their initial funds on marketing and resources It will also be beneficial for companies to have access to this data without taking the personal time or paying an external company.

RELEVANT THEORY AND RESEARCH

UX - UXQ

In today's competitive world, it’s often attempted to design products with brilliant user experience (UX) to gain capital advantage over competitors User Experience (UX) can be defined as the “ person ’ s perceptions and responses that result from the use and/or anticipated use of a system, product or service” (ISO FDIS 9241-210) which results in an increased sense of trust and loyalty (Bilgihan, 2016) This field from Human-Computer Interaction (HCI) has the key objective to design positive experiences in terms of user involvement, affect and aesthetics (Turner, 2017) With user-friendly content and platforms, products will be perceived as having higher utilitarian and hedonic performance, influencing positively customer satisfaction (Deng et al , 2010)

Regarding the study of cultural differences on UX, Hofstede’s definition of culture is the most used approach (de Souza et al, 2016) Although cultural differences can be a differential factor that influence User Experience evaluation, there are other factors that significantly impact it more (Santoso & Schrepp, 2019) According to research, other factors like interindividual differences (defined as the subjective overall impression within the same cultural background, impacted by past usage and personal preferences) impact more than the culture an individual was raised in. It’s also reported an increased impact of product type rather than one ’ s cultural background

Users now value different sources of information and are usually actively engaged to search for touristic content related to their trip before they have their purchased experience (Vila et al , 2021) This article also states that there are now three types of digital intermediaries that help tourists see new touristic products and services and are seen as marketing tools by stakeholders: metasearch engines, search engines and social channels.

Marketing literature states that repurchase intent is created through customer satisfaction (Fornell et al , 1996), as customers usually decide to repurchase when it is satisfied with the product or service provided on the last experience, or by contrast, tries to search for alternatives to resolve the problem of lack of satisfaction Social preferences and trustworthiness are key psychological drivers when collectivistic (vs individualistic) individuals are in their consumer decision making process Brands that have more social value will gather more interest in collectivistic societies (Fischer et al , 2010) Collectivistic consumers will search product reviews and recommendations that match their own cultural values and preferences Kramer et al (2007) Perceived expectations also play a role in the collectivistic decision process, with a greater influence of subjectively important groups on collectivistic consumers when compared to individualistic ones Lee (2000) Paul et al (2009) concluded that social benefits (vs functional benefits) also capture more value when evaluating a product in a repurchase context on consumers driven by collectivistic (vs individualistic) motives

LUXURY CONSUMPTION

The luxury industry has been evolving to a multi-competitive and complex market (Ko et al., 2016) that has been changing throughout the last years. Vickers and Renand (2003) defined luxury as a combination of three key dimensions: the functional role, experiential symbolism and symbolic interaction. According to Keller (2011), luxury is one of the most valuable examples of branding as a key point of competitive advantage. It’s therefore fundamental to take advantage of the consumer psychology literature currently available.

Before that, it’s necessary to clarify exactly what is meant by a luxury brand A company should include some of the characteristics to be part of the luxury sector, such as: looking for intangible associations, creating an aspirational image on the consumer ’ s minds and using hedonistic and personal components on their experience (Atwal and Williams, 2009). From a branding perspective, a luxury brand should also be delivering personalized customer experiences and carefully control their pricing, distribution channels and communication strategies (Keller, 2011).

As stated previously, there are some concerns about how a luxury brand would position itself on the digital age. The Internet, as a democratized medium, offers unlimited content for all types of segments (e.g. images, videos, texts, product reviews and ratings) being far from the traditional luxury reality. Consequently, the market saw the number of counterfeit products explode as the online presence is demanded by the consumers, losing part of the credibility and exclusivity inherent to their usual customer experience (Hennigs et al, 2012) Luxury must be high sensorial and rich in information and stimuli (Kapferer et al, 2009). However, for many years, technology wouldn’t also provide that level of uniqueness, not being able to create multi-sensory digital experiences.

LUXURY TOURISM

As our research will focus on luxury tourism, there will be highlighted key aspects of this sector The overall market is expected to grow 16% annually between 2021-2027, being valued at 15$ billion in 2020 (Global Market Insights, 2021) According to the International Luxury Travel Market, luxury tourists spend eight times more than usual tourists

There wasn’t found an agreement between the consumers ' needs, as it’s defined as a big and heterogeneous audience (Uriely, N ,2005) Luxury tourists are usually searching for luxury travel experiences based on Personalization, Privacy, Simplicity, Authenticity and Comfort (ILMT, 2011) However, there are other authors that emphasize factors as Novelty, Intellectual Enrichment (Yeoman, 2008) or Change (Yeoman & McMahon-Beattie, 2011)

Apart from luxury tourism being an important market segment in the luxury market, it has not been given enough attention by scholars (Swarbrooke, 2018)

From a Consumer behavioral-oriented view (Iloranta, 2021), luxury tourism is seen as an abstract and subjective experience, with a myriad of value elements such as hedonic, functional, relational, experiential, emotional, and individual value

Culture Effects

Individualist (Western) countries will typically establish loose-knit social groups and place a high priority on autonomy, independence, and personal time. They frequently seek out challenges on purpose and are driven by extraneous things like money achievement. Comparatively, nations with high levels of collectivism (like China) tend to create sizable, cohesive social networks and place a high value on loyalty and intrinsic rewards as motivators.

The original method, which Hofstede (2001, initially 1980) based it on, depicts individualism and collectivism as the two poles of a continuum and is the one that is most usually employed when making broad comparisons across international boundaries (Taras et al., 2010). In contrast to collectivism, which is a position in which a person ' s identity is integrated into the larger community or group to which one belongs, individualism is an orientation toward oneself as an autonomous person embedded in one ' s own skin. Collectivism implies an intense desire to interact with and be acknowledged by this group (Hofstede, 2001). In keeping with this viewpoint, another definition of individualism and collectivism characterizes them as having vertical and horizontal sub-dimensions (Singelis et al., 1995).

CULTURAL VALUES

Cultural values significantly influence how marketing communications are viewed and used Individualism-collectivism is a crucial cultural feature to take into account when creating advertising and promotional communications, according to studies looking at message content (Han, 1990; Kale, 1991; Zandpour, 1994) Additionally, prior study indicates that ads that represent values that are congruent with the intended audience's culture are preferable to those that do not (Belk, Bryce and Pollay, 1985; Munson & McIntyre, 1978)

Social preferences and trustworthiness are key psychological drivers when collectivistic (vs individualistic) individuals make their consumer decisions Brands that have more social value will gather more interest in collectivistic societies (Fischer et al , 2010) Collectivistic consumers will search product reviews and recommendations that match their own cultural values and preferences Kramer et al (2007) Perceived expectations also plays a role on collectivistic decision process, with a greater influence of subjectively important groups on collectivistic consumers when compared to individualistic ones Lee (2000) Paul et al (2009) concluded that social benefits (vs functional benefits) also capture more value when evaluating a product in a repurchase context on consumers driven by collectivistic (vs individualistic) motives

Cultural values play an important role in the perception and use of marketing communications Studies examining message content indicate that one very important dimension of culture to consider when developing advertising and promotional messages is that of individualism-collectivism (Han, 1990; Kale, 1991; Zandpour, 1994) Past research also suggests that advertising themes that are consistent with cultural values of the intended audience are more desirable than ads that reflect values that are inconsistent (Belk, Bryce and Pollay, 1985; Munson & McIntyre, 1978)

Lam (2007) discovered a favorable effect of individuality (as opposed to collectivism) on the propensity for brand loyalty He developed the theory that since consumers who are more individualistic (as opposed to collectivist) are better able to withstand influences from other group members, social/group norms, and marketing media, they are more likely to stick with their own personal best decisions without being swayed by outside factors.

CULTURAL VALUES

The inability of multinational corporations to maximize repurchase intent by modifying what best fits individualistic vs collectivist cultures is due to the absence of further study on such moderating effects According to the literature, collectivism (as opposed to individualism) boosts (i e , individuality diminishes) the psychological advantages associated with choosing goods and services that cater to social preferences and convey reliability

A positive public brand image denotes societal preferences and reliability (Fischer et al , 2010) Therefore, we propose that consumers who are more collectivist than those who are more individualistic would benefit more from public brand image's favorable impact on repurchase intent (Ball et al , 2004; Johnson et al , 2001)

Research has demonstrated that collectivism, which is characterized by a high need for collective recognition (Hofstede, 2001), boosts the psychological advantages associated with choosing goods and services that satisfy social desires (Kramer et al , 2007; Lee, 2000; Paul et al , 2009; Roth, 1995) We expect that customers who are more collectivist than individualistic would place more weight on public brand image when making repurchase choices since it represents societal preferences (Ball et al., 2004; Fischer et al., 2010).

According to research on advertising appeals by Albers-Miller and Gelb from 1996, customers that are more collectivist place a higher value on product popularity Kramer et al (2007) found that customers who are more collectivist (as opposed to individualistic) are more responsive to product recommendations that align with their preferences Similarly, Lee (2000) demonstrated that collectivist rather than individualistic consumers are more influenced by perceived expectations of subjectively relevant groups when making purchasing decisions. More collectivist (vs. individualistic) consumers more firmly account for collective preferences and copy group behavior, according to Yaveroglu and Donthu's (2002) research

According to Roth (1995), in collectivist as opposed to individualistic nations, the social image of goods and services is a stronger indicator of market share. Additionally, Paul et al. (2009) show that social product advantages are more significant in repurchase choices for consumers motivated by communal (vs individual) motivating values than psychological or, in particular, functional product benefits Second, research has demonstrated that collective thinking (as opposed to individual thinking) strengthens the psychological advantages of choosing goods and services with strong brand recognition, confidence advantages, and a solid reputation Particularly, Erdem et al. (2006) discovered that consumers who are more collectivist than individualistic esteem reputable companies higher Individualism (vs collectivism) has been recognized as the cultural characteristic that best explains worldwide variations in psychology with reference to contextual differences across nations (Heine, 2010; Taras et al , 2010)

Results

4. Study

We conducted a study with the objective of helping Celeste Tours have a better perception of user satisfaction, in respect to the company ' s official website. Additionally, we also wanted to combine the participants' cultural orientation, in order to try to find correlations between the perception of satisfaction of users and their cultural orientation.

111 people participated in this study, two of whom were not accounted for in the analysis due to not having completed the study.

Regarding demographic data, 54 participants were female and 55 were male, the majority (99) were concentrated in two age groups (25-35; 35-older) and the remaining (10) were in the 18-22 age group.

25M

8M

CULTURAL ANALYSIS

A factor analysis was conducted in which the existence of the 4 cultural subcomponents (horizontal individualistic; horizontal collectivistic, vertical individualistic and vertical collectivistic) was verified. However, no relationship was found between the cultural orientation and the participants' opinions, with only vertical individualism standing out, with a p-value close to 0.05, therefore close to significance as a possible predictor.

User Experience Questionanire

In relation to the UEQ, the structure contained six scales with 25 items. The item 8 was removed - referring to the dependability componentin order to increase the reliability of the model.

The Attractiveness scale has 6 items, Dependability has 3 items and all other scales have 4 items.

The scales are:

• Attractiveness: Overall impression of the product. Do users like or dislike the product?

• Perspicuity: Is it easy to get familiar with the product? Is it easy to learn how to use the product?

• Efficiency: Can users solve their tasks without unnecessary effort?

• Dependability: Does the user feel in control of the interaction?

• Stimulation: Is it exciting and motivating to use the product?

• Novelty: Is the product innovative and creative? Does the product catch the interest of users?

An ANOVA was calculated which confirmed a large reliability for the 6 scales, with a p-value of *** (<0.001).

From this analysis we can conclude the following:

Celeste Tours, in comparison with the 2 competitors under analysis (Experience Amalfi Coast and Itali Love), presents better results in all parameters of the questionnaire.

Therefore, we can then conclude that the website can be defined as having competitive value, being able to generate interest and, subsequently, with its service offer and specific marketing initiatives, also able to generate sales.

Nevertheless, we recommend benchmarking, mainly to the Experience Amalfi company, in order to understand why they do not present significant differences in some parameters.

ATTRACTIVENESS

In terms of Attractiveness, it seems there is a significant difference between the results of all 3 companies Celeste, Experience Amalfi and Itali Love. This result confirms that Celeste is perceived as the most attractive, likable and overall enjoyable from all 3 companies. Knowing that the scale maximum is 42 points, Celeste had a mean of +- 34 pts (33.76), compared to 32.5 from Experience Amalfi and 29 from Itali Love.

PERSPICUITY

In terms of Perspicuity, it seems there is a significant difference between Celeste and Itali, but not with Experience Amalfi There is also a significant difference between Experience Amalfi and Italy Love.

Again, in a maximum of 28 points, CelesteTours had a mean of 17 points (17.3) compared to 16.8 points of Experience amalfi and a lower result of 14 points of Itali Love While Itali love had 3 points and experience malfi had 6 points, CelesteTours had 8 as a total minimum result.

For these participants, Celeste tours website was the easiest to learn. However, it can be further enhanced with more in product messages an tutorials of how to get the most reliable experience online

EFFICIENCY

In terms of Efficiency, it seems there is a significant difference between Celeste and Itali Love and Experience Amalfi There is also a significant difference between Experience Amalfi and ItaliLove

In a maximum of 28 points, CelesteTours had a mean of 18 points (18 27) compared to 18 03 points of Experience Amalfi and a lower result of 17 38 points of Itali Love Celeste Tours had 13 as a total minimum result which indicates that the general participants see the website as efficient

Efficiency can be further enhanced with more technical resources and strategic focus to reduce friction while in the website As the website is relatively new, and the company is in a development stage, steps can be done on this matter For exam l the creation of landing pages and online campaigns for each trip and targeting t correct audience

DEPENDABILITY

In terms of Dependability, it seems there is a difference between Celeste and ItaliLove, but not with Experience Amalfi. There is also a significant difference between Experience Amalfi and ItaliLove

With a possible maximum of 21 points (because item 8 was removed as previously described), CelesteTours had a mean of 20 points (20.35) compared to 20.39 points of Experience Amalfi and a lower result of 19.06 points of Itali Love.

In this study, it was the only component that another company rath than Celeste had a better mean.

STIMULATION

In terms of Stimulation, it seems there is a significant difference between the results of all 3 companies, namely Celeste Tours, Experience Amalfi and Itali Love. This result confirms that Celeste is perceived as the most attractive, likable and overall enjoyable from all 3 companies.

Knowing that the scale maximum is 28 points, Celeste had a mean of +- 22 pts (22.15), compared to 21.04 pts from Experience Amalfi and 19.05 from Itali Love.

NOVELTY

In terms of Novelty, it seems there is a difference between Celeste and EXP and Itali, but not between those two.

Knowing that the scale maximum is 28 points, Celeste had a mean of +- 19 pts (19.05), compared to 17.03 pts from Experience Amalfi and 16.74 from Itali Love Compared with the other competitors, Celeste Tours is consistently ranking better at this component.

To increase the sense of novelty, we recommend putting continuous efforts into content marketing.

COST

The main reason participants felt they would avoid the Celeste Tours website was due to the cost of the packages, with 30% noting it to be “out of [their] price range ” or “Too Expensive” For some participants, they stated the packages seemed enjoyable and the trip would be an adventure, but it was not something which would be viable for their current financial budget. Cost was the main concern that made participants reluctant to use the Celeste Tours website, yet they enjoyed the content of the packages

T

In terms of UX design some users felt the website could be improved by having more images and less text with an overall more accessible view; “Very long texts and very small Light on light background Hard to read I wish there was voice over so that I could listen about the destinations and the features of the tours”. In terms of functionality the website looked well, in terms of appearance one individual stated, “Maybe some of the colour designs look a bit dated or isn't as modern as the page could be”

Participants also felt the UX could be improved by providing more information in relation to pricing, “The price of the trip, also how vague it looks It does not have enough pictures of everything which makes me think I might get surprised by something.” Overall pricing transparency as an element of the website that would increase trust and allow customers to feel the trips were more authentic and worthwhile “I didn't see where you could get a full-price estimate for a trip, depending on how many people are going It looks like you submit the information, and someone calls you. I'm not the biggest fan of that ”

A

Q U A L I T A T I V

UX

Participants also felt that they would be more likely to use the website if there was a higher amount of positive customer reviews with one participant feeling it would add a more personal touch to the experience to also receive personalised recommendations, “I would just have to see more reviews from people that have used this site/product I would also have to see a package that interests me and matches what I want to experience ”

However, overall, UX wasn’t a deciding factor for many participants, with one nothing it looked like a “good niche travel website” and another complimenting the ease of functionality in relation to the request form for checking availability. “I also really enjoyed the detail in which it describes what one day looks like on a trip, it makes it feel as if you are walking in the shoes of someone on the trip.”

TARGET MARKET

A small percentage (7%) of participants felt the website did not cater to them, “It is aimed at Chinese people, and I am not Chinese, but other than that it seemed okay The website and the travel service are not a match for me at all- once I see the word 'exclusive' I move on. ” Some participants noted they had no interest in 007 or the bond tour and this turned them off looking into other packages on the site, “The trip itself I would not really seem to interest in as far as the James Bond thing doesn't appeal to me ” , “I didn't feel like a lot of what was offered were things that would interest me. Like the 007 thing. Not for me ”

A N A L Y S

Q U A L I T A T I V

MISC

Some participants had unique responses that may provide further insight into the market

One participant felt that the implementation of a loyalty/rewards programme would further entice them to choose Celeste Tours as a holiday provider, “If there are any rewards or promotions, I think I might keep using the product.”

Two participants noted that they would like more freedom in relation to the planned itinerary; “When I travel, I like to have the freedom to change plans spontaneously if I want to explore an area more or stay longer.”

“The experiences seem a bit more active than what I like to do on vacation. “

Q U A L I T A T

CONCLUSIONS

Overall, Celeste Tours competed well against competitors ItaiLove and Experience Amalfi Coast, however we noted trends in relation to all three websites that prevented customers from agreeing to use the sites From this we can gather valuable information to provide further recommendations.

Similar to Celeste Tours, participants felt that Experience Amalfi coast was above their budgetary restrictions, some participants also felt that since they were viewing from the US, pricing should be in US dollars They also noted the importance of positive customer reviews and the lack of reviews on some of the listed accommodation was off putting to the point they wouldn’t use the website,” I would like to see costs in US Dollars or have an option to change dollar amounts

The service with 0 reviews is always a bit suspect, so I suppose I would be turned away slightly by them ”

In terms of ItaiLove, participants felt the website was geared to Chinese market, with some pointing out the use of Chinese symbols would lead them to not trust the website which may be a point to note in relation to the Celeste Logo. “I probably wouldn’t use it as it appears to be Chinese focused group ”

Similar to Celeste some felt the website was marketed only to the wealthy, “It seemed very elite.. had an air about it that wasn’t very welcoming”, “It seems to be for wealthy Japanese which I am i h ”

A N A

Q U A L I T A T

CONCLUSIONS

Overall participants trusted Celeste Tours with 81% finding the website “reliable and safe”, participants felt the professional design of the website helped it appear more trustworthy with one individual noting “The testimonials as opposed to reviews led me to trust this product a lot At first glance, the site seems well laid out and put together with purpose I would trust it as long as it had good reviews”

The professional look of the website was a common response for participants and provided what they would expect from a luxury tour website which made it trustworthy, the only element of note was the lack of reviews which participants said would provide credibility to the, “ Seems pretty trustworthy I would still look into reviews or information about them elsewhere before using ”

"The testimonials as opposed to reviews led me to trust this product a lot Also, I didn't notice any typos or other red flags that would lead me to distrust the website At first glance the site seems well laid out and put together with a purpose I would trust it as long as it had good reviews ”

Providing reviews and accessible means to research the website is an important factor in the consumer decision process, for ItaiLove, participants trusted the site 28% less than Celeste, this was mainly due to feeling they needed to do some outside research to ensure the site was credible, participant’s also felt the need for google translate and some chines elements on the website made it seem untrustworthy and some disproved of the use of WeChat, “ more contact methods should be presented other than WeChat and Skype for meetings”

Participants had similar responses when looking at the Experience Amalfi website, the website showed the partners which added credibility, however some participants noted their disappointment when realizing the partners were not clickable links which would provide more information, “Not really I would check through TripAdvisor (one of their supposed collaborator companies) first to see if there are any reviews there from this company and if they actually partner together ”

R E C O M M E N D A T I O N S

RECOMMENDATIONS

Overall, participants trusted the website that had accessible UX and that looked cohesive, with participants noting when a website looked professional especially in relation to luxury travel. In order to increase trust on the Celeste website it would be valuable to add more personal reviews as well as partners logos to the website which would provide clickable links to provide more information. Participants valued the research involved in looking at a new prospective website and the more credible information they can access the easier they will continue with their purchasing journey

Overall key areas for improvement:

Pricing transparency for each packagecustomers want to know what exactly is included in package pricing Customer Reviews- participants value customer reviews when deciding which company to choose for a holiday package Partnerships- clearly show partnerships and ensure there are clickable links to more information- this adds credibility to the website so customers can trust they are making an informed purchasing decision Images and Videos- implement more visual elements to the website, participants were more likely to use the website that was quickest to scan through and get information from, the use of images and videos is essential to utilize here