Getaway Together
Tapping into a new senior market for the Getaway glamping experience.
Team — Ashley Chang / Palmy Vilailuck
COURSE — ID-24ST-10 Design as the Accelerator
Skills — Brand Design / UI UX Design / User Research & Testing
TOOLS — Adobe Illustrator / Adobe Indesign / Figma / Procreate
Challenge
How might we design a new recreational opportunity for Getaway that appeals to an older generation?
Getaway's primary market is Gen Z and millennials of middle to upper socioeconomic class who want to relax and get away from the busy world. Based on our market research, we believe there are significant untapped opportunities in an older market, particularly individuals of the Gen X and Baby Boomer generation.
"The segment of adults over 55 years of age will increase the overall volume of tourism the most; these adults are characterized by extensive experience in tourism, making them more demanding consumers and allowing demand to shift away from peak seasons because this is a segment of the population that is often retired.”
(Alén, Domínguez, Losada "New Opportunities for the Tourism Market: Senior Tourism and Accessible Tourism")
DISCOVERY
The current experience
We started our research by conducting interviews with 3 individuals who had previously planned a trip with Getaway. After speaking with these individuals, we categorized their goals, motivations, and pain points when staying with Getaway and solidified our understanding of the company’s current value propositions and challenges. Ultimately, Getaway aims to provide a restorative stay in nature to disconnect from the world and reconnect with your loved ones. However, current customers felt there was a lack of human services and a need for more communication throughout the stay, and would appreciate a greater curation of activities.
Market opportunities
We identified newly retired seniors as our key target group based on their high level of independence, interest in travel, and availability on weekdays and between seasonal fluctuations. Providing this new experience would allow Getaway to occupy a new niche and gain a stronger market share over its competitors. However, we concluded that this market was high risk, high return; many considerations outside of the current Getaway experience would have to be taken to fully accommodate a new market.
Approach
What makes a meaningful getaway?
We conducted interviews with newly retired seniors and a director of a senior recreation center to gain insights on the senior experience, in aspects of: retirement, social life, travel, learning, as well as get feedback on the current Getaway experience and our proposed opportunity.
Design criteria and staying true to the Getaway experience
Getaway must offer an experience aligned with their brand values.
Getaway must offer a close-to-nature outdoor experience.
Getaway must satisfy the need to be secluded from busy urban areas. Getaway must promote mindfulness in the experience.
Getaway must provide a level of comfort and premium quality in the stay.
Getaway must provide opportunities for the elderly to foster new connections and bond in a group experience. Getaway must offer an experiential learning opportunity that is fulfilling to the interests of older adults.
Getaway must offer a range of accessibility based on seniors' level of independence with physical and mental challenges.
Getaway must offer a meaningful opportunity that promotes a sense of achievement and purpose.
Solution
Getaway together
Getaway Together is a recreational opportunity for retired, independent seniors looking for a meaningful getaway. It offers an elevated outdoor experience with opportunities for experiential learning and connection with like-minded individuals.
Onboarding experience
We designed a desktop experience that allow users to take an onboarding quiz that customizes their Getaway Together activities. The dashboard allows users to track achievements and connect with friends on the platform to plan future trips together.
Booking experience detail
