:: Online Travel Agencies (OTA) UX & Brand Insight ::
[ analysis of Opodo, Expedia, and Omio ]
— Why these three Brand ?
There are countless online platforms for booking tickets and planning trips, each with its own features and focus. Broadly speaking, these platforms fall into two main categories: meta-search engines and online travel agencies (OTAs).
What intrigued me was how users make decisions across these platforms, and what key differences exist in their UX, UI, and business logic. In this research, I focus on analyzing two established OTAs—Opodo and Expedia. And provide improvement suggestions for a younger, fast-growing platform: Omio.
[ opodo ]
strong example of a European price-sensitive platform
[ expedia ]
global, full-service travel platform that reflects the maturity and scalability of a major OTA.
[ omio ]
stands out for its UX-forward, intermodal travel approach. smaller scale but with strong potential
— Goals
Compare the UX, UI, and business strategies of Europe-focused OTAs (e.g., Opodo) with globally-oriented platforms (e.g., Expedia) to highlight key differences in design and positioning.
Identify usability issues and user pain points across all three platforms through heuristic analysis and hands-on exploration.
Explore strategic opportunities for Omio’s future growth, based on UX gaps, user needs, and the evolving digital travel landscape.
— Brand Overview and Comparison
— Task Flow Testing
— UXUI Analysis (landing page comparison)
— Omio Analysis & Improvement proposal
— Conclusions
Omio stands out with its clean, modern, and user-friendly interface, making it especially appealing to digital-native travelers. Its streamlined design and multi-modal focus offer a strong foundation to build on.
Short-term opportunity:
Omio can focus on younger travelers such as students, backpackers, and digital nomads by offering smart, personalized travel suggestions and transparent pricing. Features like AI-powered route recommendations or flexible ticket options could further enhance user loyalty.
Long-term potential:
Omio has the chance to evolve beyond ticket booking into a comprehensive European travel companion. This could include curated travel packages, bundled services (e.g. insurance, experiences), or partnerships with local mobility providers.
By focusing on both usability and service expansion, Omio can carve out a unique position in the competitive OTA landscape.
:: HanChunTsai © 2025 ::