In the ever-evolving world of travel, staying ahead of customer preferences is more challenging than ever. Between the post-pandemic landscape, the shift to remote working, and a flood of new competitors, brands need to be agile, innovative, and deeply connected to their customers. Away, a leading disruptor in the travel industry, has found a powerful way to navigate these rapid changes—by building a community of loyal travelers who actively shape product development.
During a recent presentation with Alida at The Market Research Event, Away’s team shared insights into how market research and customer panels are driving their success and helping them stay ahead of shifting consumer needs. Here's a deeper look at the key takeaways from the session and why building and nurturing a community is now a crucial part of the travel brand's strategy.
The Challenge: Navigating Rapid Change in Traveler Preferences
The travel landscape has changed dramatically in recent years. The pandemic brought about sweeping restrictions, remote work became the norm for many, and traveler preferences shifted accordingly. While some trends have settled, others continue to evolve rapidly, creating an ever-moving target for companies trying to meet the needs of today’s travelers.
On top of that, the competitive landscape is more crowded than ever. Away was a pioneer in the category, a true disruptor in the travel space, but now there are more options for consumers than ever before. From new brands entering the market to established names enhancing their travel lines, the variety of choices can overwhelm even the most dedicated shoppers.
Away’s product development process has had to keep pace with this rapid change, and one of the most important tools they use to stay on track is a robust community of engaged customers.
The Role of Customer Panels: Speed and Engagement
So, why is a customer panel so important for staying ahead of the curve? According to Away, the key benefits are speed to insights, stronger relationships with their community, and continuous engagement.
In 2022, Away moved their "Zone 1" community over to Alida’s community platform. This community includes customers who have been providing feedback since 2016, creating a valuable long-term resource for the brand. The main reason for using a customer panel is simple: it allows Away to move quickly from research to action. With a platform like Alida, Away can pose questions to the community, get fast feedback, and turn those insights into real product decisions.
Additionally, the panel allows Away to segment their community in a way that reveals deeper insights. Rather than simply looking at basic demographic information, they can profile customers based on more specific variables—like the type of trip they take, how often they travel, or what their travel priorities are—providing a more nuanced understanding of their audience.
Panel Feedback Shaping Product Development
Away’s commitment to using customer feedback throughout the entire product development timeline has paid off in spades. The company doesn’t just rely on customer panels for post-launch feedback—they integrate customer insights at every stage, from ideation to ongoing product updates. This collaborative approach has allowed Away to stay agile and continuously refine their offerings.
Here’s an example of how panel feedback shapes product development: Away worked with their community to identify popular colors for their luggage line. The brand wanted to offer both "always-on" colors and limited edition seasonal colors. By engaging with their panel, Away was able to fine-tune its color selection—prioritizing colors that resonated most with customers and adjusting their buying strategy accordingly. For instance, they ordered more stock in popular colors and less in niche shades. They even offered the community first access to the new colors they were planning to launch.
The power of this approach became even clearer when Away tested different shades of purple with the community. By engaging panel members in testing various tones, the brand was able to understand customer preferences and make more informed decisions on which colors to stock for limited releases.
The Power of Conversations: Engaging Customers in Meaningful Ways
One of the most valuable aspects of Away’s approach is the way they turn research into a conversation. Rather than treating market research as a one-time survey, Away builds an ongoing dialogue with their community. This is crucial because it allows the brand to not only gather feedback but also build a deeper connection with their customers.
Panel members are more than just data points—they are partners in the development process. Away listens carefully to what their customers are saying, and actively works to make them feel heard. By building feedback loops and sharing how customer insights are applied, Away fosters a sense of ownership and involvement within the community. This creates stronger loyalty and ensures that feedback is continuously used to improve the product.
For example, Away has explored personalizing luggage options, which has been a hot topic among customers. Many travelers, especially those with strong school or team affiliations, have expressed interest in customizing their luggage with logos or personal photos. While personalization is still in the works, Away has used the panel to gauge interest and refine ideas based on real customer feedback.
Incentivizing and Delight: Creating a Win-Win for Customers and Brands
Away’s panel members are highly engaged because they genuinely love the brand and feel invested in its success, allowing research that doesn’t rely on ongoing rewards programs to incentivize participation. Away recognizes this passion and goes the extra mile to show their appreciation. Through occasional surprises—like sweepstakes, free products, and personalized recognition—the company ensures that community members feel valued.
Away maintains high engagement levels by demonstrating that customer feedback is being used. By turning feedback into tangible action and surprising customers with delightful experiences, the brand strengthens its relationship with its community.
Conclusion: Building a Community is the Future of Travel Innovation
As Away has demonstrated, building and nurturing a community of engaged customers isn’t just a nice-to-have—it’s a business necessity in the fast-moving world of travel. By using customer panels, Away is able to gather real-time insights, shape product development, and stay ahead of changing travel preferences. Whether it’s tweaking luggage colors or exploring new personalization options, this community-driven approach ensures that Away remains in tune with its customers, continues to innovate, and stays ahead of the competition.
For travel brands looking to thrive in a crowded marketplace, creating a dynamic, responsive community isn’t just a strategy—it’s the future of customer-centric innovation.
