Skyscanner: Now / Next / Future
In 2022, Skyscanner set out to evolve beyond a flight search engine into a comprehensive travel companion that fosters user loyalty. To achieve this, the company aimed to develop foundational features aligned with its 2025 vision of becoming a trusted, go-to platform for travelers. This transformation was guided by the Now / Next / Future product roadmap, a strategic framework designed to bring the vision to life.
Role
Principle Design Manager
Year
2022-2023
Team
Daniel Gost | Ellie Pujol | Josh Payton
Context
Skyscanner faced a pivotal challenge—evolving from a basic flight search engine into a full-service travel companion that drives repeat engagement. The goal was clear: lay the groundwork for Skyscanner’s 2025 vision of becoming the go-to platform for travelers. The data told a compelling story, revealing key insights that shaped the path forward:
Strategic Framework Development
The team developed a three-pronged strategy focused on:
1 / Growing the app user base
Leveraging data showing app users have higher retention and booking rates.
2 / Building relationships
Creating emotional connections rather than just transactional interactions.
3 / Creating reasons for voluntary return
Developing features that provide ongoing value between bookings.
These videos were created to walk you through our visionary product roadmap, which has a 3 to 5 year time horizon from inception to completion.
Phase 1
NOW
Over the next 12–18 months, Skyscanner is enhancing its experience with improved search, trusted partner recommendations, and competitive pricing. At the core of this strategy is Save to List, a key feature designed to boost user engagement and drive bookings.
Why It Matters
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Fulfils users' top unmet need: travel shortlists
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Users who save items are 3x more likely to book
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Encourages account creation, cross-product discovery, and personalization
Implementation Plan
A phased rollout includes universal save functionality, integration with price alerts, and event-based segmentation. By leveraging Save to List, Skyscanner strengthens user retention while unlocking valuable insights for future growth.
Phase 2
NEXT
In 18–36 months, Skyscanner will expand its focus to native app features, prioritizing personalization, content as product, and enhanced transparency, flexibility, and convenience—key factors in building user confidence. This phase will also introduce price advice, the most requested feature by users. Additionally, Save to List will play a crucial role in gathering data and driving continuous improvements, helping to optimize all future features.
Enhanced Features
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Predictive Pricing Advice: Smarter forecasts to help travelers book at the right time
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Pre/Post-Booking Engagement: Content as product, before and beyond purchase to enhance the overall travel experience
Learning & Future Direction
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User Behavior: Saving is now a basic expectation, emotional connection are driving engagement, and more habitual use signals product value
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Feature Evolution: Transition from solo to collaborative trip planning, deepen personalization with saved preferences, and expand post-booking interactions
Phase 3
FUTURE
36 months & beyond: Skyscanner’s long-term vision focuses on enhancing search, booking, and planning with smarter, more integrated features. A key innovation is Killer Combos, which offer travelers more flexibility by combining flights with stopovers in exciting cities—often for the same or lower price than a direct flight.
Key Features
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Killer Combos: Allows users to discover and book multi-stop itineraries, adding value and unique experiences to their trips.
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Collaborative Lists: Travelers can save, share, and compare trip ideas with friends and family, streamlining group planning.
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Interactive Map: A visual tool that helps users explore saved locations, understand their destination layout, and navigate seamlessly before arrival.
Feature Evolution Path
Building on insights from earlier phases, Skyscanner will continue evolving its platform to enhance collaboration, personalization, and post-booking engagement. The transition from individual to collaborative planning will make trip organization seamless, while deeper personalization—driven by saved preferences—will ensure more relevant recommendations. Post-booking engagement will be expanded to provide ongoing value beyond the initial reservation. As these features develop, they will be refined based on data, performance metrics, and user feedback, ensuring Skyscanner remains a dynamic and responsive travel companion.
Conclusion
We're building the foundation for Skyscanner to be the go-to travel companion that keeps travelers coming back.
Building on insights from earlier phases, Skyscanner will continue evolving its platform to enhance collaboration, personalization, and post-booking engagement. The transition from individual to collaborative planning will make trip organization seamless, while deeper personalization—driven by saved preferences—will ensure more relevant recommendations. Post-booking engagement will be expanded to provide ongoing value beyond the initial reservation. As these features develop, they will be refined based on data, performance metrics, and user feedback, ensuring Skyscanner remains a dynamic and responsive travel companion.
