Multi-Market Flight Booking Experience Benchmark for Volotea
UX research agency TeaCup Lab partnered with Volotea to benchmark its digital booking experience against five major competitors for the third consecutive year. We tested 93 users from Spain, France, and Italy, delivering practical insights to increase conversion rates and user trust. The study also assessed shifts in user perceptions over time relative to its rivals.
How We Evaluated Volotea’s Flight Booking Experience
Our research consisted of a series of remote, unmoderated user tests. We observed natural user interactions in a simulated setting in which participants completed realistic flight-booking tasks on Volotea's mobile site and on five competitor sites. Sessions were recorded for detailed analysis.
The main task was to complete the entire booking process up to the final payment. Participants simulated typical scenarios, such as adding cabin luggage and staying within a budget. While doing that, they spoke out loud, showing their thoughts and any confusion and providing precise insights into their behavior and preferences.
Participants
We recruited a target group of 93 travelers from Volotea’s key markets: Spain, Italy, and France. Participants were first screened to ensure they were representative of Volotea’s target customers. Each participant then completed the same booking tasks across multiple digital platforms to enable a balanced comparative analysis.
What UX Dimensions Were Evaluated?
Our competitive analysis framework measured the following dimensions of the online flight-booking experience:
Task Ease. The perceived simplicity of searching for flights, selecting fares, and adding extras.
Usability. Observations of critical interface issues, combined with the standard UMUX-Lite framework, to assess overall utility.
User Confidence and Sentiment. Measures of brand trust, user satisfaction, and the perceived clarity of booking conditions.
Pricing Transparency. How clearly prices were displayed across the funnel and whether users understood which services were included.
Flow Efficiency. An assessment of whether the purchase funnel's length and structure felt appropriate.
What We Learned
The study provided a clear view of interface usability and evaluated factors such as transparency and information clarity, demonstrating their significant impact on user trust and satisfaction. The aggregated data provided practical recommendations to increase conversion rates and enhance user confidence. We also uncovered regional differences in user tolerance and satisfaction across competitor brands. This knowledge allowed Volotea to adapt its UX messaging to better align with the cultural expectations of its users in Spain, France, and Italy.
Client:
Techniques:
User tests
Benchmark
Markets:
Spain, Italy, France
Year:
2023 - 2024 - 2025
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TeaCup Lab is a user experience consultancy agency founded in Madrid in 2016. We specialize in User Research & User testing for global brands. Copyright 2019-2023 TeaCup Consulting SL
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