Glotera is a luxury travel agency that specializes in designing and selling high-end, personalized travel experiences for both leisure and business clients.
Glotera
Project information
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Team
- Robertas Švabinskas
- Benjaminas Alimas
- Deividas Juozulynas
- Karolina Petraitytė
- Regina Terekė
- Paulius Budrikis
Client
Glotera
Sector
Tourism
We did
Service design, Digital environments, Brand positioning, Brand identity
Year
2025
ABOUT PROJECT
Glotera is a luxury travel agency that specializes in designing and selling high-end, personalized travel experiences for both leisure and business clients.
Approach
Our approach included several key steps to ensure a thorough and inclusive process:
Client, Employee, and Touchpoints Research: We conducted research to understand the current workflows of the travel agency, focusing on how they handle customer inquiries, bookings, and travel support. This involved interviewing staff, customers from various target groups, reviewing documentation, and observing current processes in action.
Competitor Analysis: We conducted a comparative analysis to understand the general differences in the travel market.
Understanding the Clients: A persona workshop was utilized to gain deeper knowledge about Glotera’s target group customers.
Customer Journey Deconstruction: A participatory workshop with Glotera employees allowed us to explore problems, existing processes, and gain a comprehensive understanding of the customer journey.
Client Experience Development: A workshop was held to involve Glotera’s team members in ideation and solution-seeking processes to perfect customer experiences.
Detailed Planning and Recommendations: We finalized the chosen touchpoints, providing recommendations for implementation.
Data Sensemaking: We analyzed and synthesized all gathered information to identify the most impactful approach for value communication within the market context.
Positioning Strategy: We developed a strategic framework to communicate the agency’s value in the most integral manner.
Visual Identity: Based on data analysis and positioning strategy, we crafted a cohesive visual language to effectively convey the agency’s value.
Web Design: Guided by visual identity principles and user experience research, we designed a website that ensures smooth communication.
The Challenge
How might we orchestrate the workflow to fulfill the customer’s need for smooth travel planning and a seamless traveling experience?
The Context of the Challenge
For 20 years, Glotera has been providing customers with sophisticated service and exclusive travel ideas. However, to keep up with exquisite travel trends, Glotera sought to rethink, update, and optimize their current workflows with the goal of enhancing the customer experience and better understanding their current operational situation.
THE APPROACH
01
Client, Employee, and Touchpoints Research
We conducted research to understand the current workflows of the travel agency, focusing on how they handle customer inquiries, bookings, and travel support. This involved interviewing staff, customers from various target groups, reviewing documentation, and observing current processes in action.
02
Competitor Analysis
We conducted a comparative analysis to understand the general differences in the travel market.
03
Understanding the Clients
A persona workshop was utilized to gain deeper knowledge about Glotera’s target group customers.
04
Customer Journey Deconstruction
A participatory workshop with Glotera employees allowed us to explore problems, existing processes, and gain a comprehensive understanding of the customer journey.
05
Client Experience Development
A workshop was held to involve Glotera’s team members in ideation and solution-seeking processes to perfect customer experiences.
06
Detailed Planning and Recommendations
We finalized the chosen touchpoints, providing recommendations for implementation.
THE INSIGHT
01
Third-Party Problems
By interviewing current Glotera customers, we identified pain points in the current workflows, such as bottlenecks and areas of dissatisfaction commonly arising from third-party errors or misleading marketing. This often resulted in high stress levels for Glotera’s team as they navigated conflicts of interest to find the best solutions.
02
New Positioning
We realized that Glotera operates as a relatively closed agency, which doesn’t widely communicate about its exclusive services but rather shares commonly understood travel experiences and luxurious hotel recommendations. Glotera aims to appeal only to those interested in unique, lavish travel experiences.
03
New Definitions
Our analysis suggested adapting to clients’ preferred communication methods and establishing close, meaningful relationships. To reflect this, we proposed renaming travel agent positions to “Journey Authors” to better define the unique services provided by Glotera.
THE CHANGE TO THE CONTEXT
01
Closed Travel Agency
Based on our findings, we proposed that Glotera officially become a closed agency, serving only existing customers or those referred by existing clients. This model prevents general public walk-ins.
02
Redesigned Workflow
To support the new closed agency model, we redesigned their workflow for admitting new customers.
03
Redesigned Touchpoints
After transitioning to a referral-based model, Glotera continued to work with us on updating various touchpoints. Our design team revamped the company’s brand identity, repositioning it and renewing the webpage.
LOGOTYPE
The Glotera logotype is a refined and elegant representation of the brand. It features a sophisticated letter “G” enclosed within a centering circle, evoking the essence of a seasoned traveler’s diary—timeless, distinguished, and effortlessly stylish.
VISUAL IDENTITY
Glotera’s visual identity is crafted to embody luxury through the fundamental dimensions of space and time. It emphasizes privacy, stillness, uniqueness, and individuality over common markers of value. Instead of overtly displaying the brand, the design subtly evokes a sense of belonging to an exclusive lifestyle and refined mindset. A key graphic element of the visual identity is shadows, which serve as a distinctive recognition feature. These shadows appear throughout the identity, even in photography—where, instead of typical vacation imagery, we see falling shadows in architecture, nature, and serene holiday landscapes. This subtle brand code symbolizes Glotera as an unobtrusive yet ever-present companion, ready to handle every detail so that travelers can fully immerse themselves in their experience, free from worries.
WEB DESIGN
The web design is intentionally structured to provide just enough information to initiate communication while emphasizing the exclusivity of the service. As a core aspect of Glotera’s offering is the creation of bespoke, invaluable journeys for each member, the design places the Glotera team and key communication actions at the forefront, ensuring seamless interaction.
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