Executive Summary
A leading travel corporation in Singapore partnered with Kyanon Digital to modernize its digital ecosystem and elevate the booking experience for both direct customers and travel partners. With an outdated website creating friction in customer journeys and disconnected systems limiting operational efficiency, the corporation needed a unified digital platform that would reflect its market leadership while supporting future growth.
Kyanon Digital delivered an integrated solution combining modern customer experiences, streamlined advisor operations and a scalable architecture – positioning the brand for continued success in the evolving digital travel landscape.
Client background
Client: Chan Brothers Travel, one of Singapore’s largest and most established travel corporations with decades of market presence
Industry: Travel & Tourism
Project type: Unified Digital Platform Transformation
Business model: Dual-channel serving direct customers (B2C) and travel partners (B2B)
Strategic objectives:
- Modernize digital presence to match premium brand positioning and customer expectations
- Unify fragmented systems to create seamless experiences across customer touchpoints
- Optimize booking and inquiry flows to improve conversion and operational efficiency
- Establish scalable foundation supporting continuous innovation and business evolution
Business challenges
The corporation’s existing digital infrastructure was constraining growth and threatening competitive position:
Fragmented digital experience
- Disconnected website and advisor systems created inconsistent user journeys, frustrating both customers seeking travel inspiration and internal advisors managing bookings
- Customers experienced friction navigating outdated interfaces, making trip research and booking unnecessarily complex
- Travel advisors struggled with separate tools and workflows, limiting their ability to deliver responsive, personalized service
Declining digital performance
- Outdated UI and cumbersome booking processes were driving potential customers to more modern competitors
- Conversion rates reflected the friction in user experience, representing missed revenue opportunities
- Mobile experience failed to meet expectations of increasingly mobile-first travelers
Premium brand expectations
- As an established market leader known for exceptional service, the digital experience needed to reflect the brand’s reputation for quality and reliability
- Enterprise-level performance, security, and stability were non-negotiable for protecting customer trust
- Any solution needed to maintain brand consistency across diverse customer segments and service offerings
Dynamic business requirements
- Frequent introduction of new tour packages, seasonal promotions, and service innovations required agile digital platform
- Marketing campaigns and pricing updates needed quick deployment without technical bottlenecks
- Future growth plans demanded infrastructure that could scale and adapt without major re-platforming
Our strategic approach
Discovery & platform strategy
We conducted a comprehensive analysis of customer journeys, operational workflows, and technical architecture to develop an integrated transformation roadmap:
Customer-centric redesign: We reimagined the digital experience from the ground up – ensuring travelers could easily discover inspiration, explore options, and complete bookings with confidence and convenience.
Operational unification: Rather than perpetuating system fragmentation, we designed a unified ecosystem connecting customer-facing experiences with advisor management tools – enabling seamless handoffs and consistent service.
Scalable architecture: We built a modern technical foundation that could support current needs while accommodating future innovations, from new booking features to emerging technologies.
Phased delivery: We structured implementation to deliver value progressively, launching enhanced customer experiences first, then empowering advisors, while maintaining business continuity throughout.
Solution design principles
Intuitive discovery & booking: Every interaction was designed to inspire confidence and reduce friction, from browsing tour collections to completing purchases to managing post-booking needs.
Flexible customer segmentation: The platform serves both registered members seeking personalized experiences and casual browsers evaluating options with appropriate features and flows for each.
Advisor empowerment: We built sophisticated tools enabling travel advisors to efficiently manage customer relationships, process bookings, handle inquiries, and facilitate payments, all within a unified workspace.
Operational intelligence: Integrated tracking and reporting provide visibility into customer behavior, conversion patterns, and operational metrics – supporting data-driven optimization.
Implementation journey
Phase 1: Customer platform development
Member & non-member booking systems
- Designed comprehensive booking platform serving both registered members and general users
- Implemented core customer journeys: tour discovery and search, detailed package exploration, direct booking capabilities, inquiry submission and tracking, profile management and preferences
- Optimized flows to minimize abandonment and maximize conversion across device types
Phase 2: Advisor management system
Travel advisor platform (TAM)
- Built dedicated system empowering advisors to deliver exceptional service efficiently
- Key capabilities: booking creation and management on behalf of customers, comprehensive booking tracking and history, inquiry management and shared inquiry pools for team collaboration, payment link generation and tracking
- Integrated seamlessly with customer platform ensuring consistent data and unified operations
Ongoing partnership & evolution
Chan Brothers Travel continues collaborating with Kyanon Digital on comprehensive platform transformation across multiple business units, reflecting the corporation’s commitment to digital excellence and Kyanon Digital’s strategic value as a trusted partner.
This expanding partnership now encompasses digital transformation initiatives across various business divisions, enabling rapid deployment of new features, optimization based on emerging insights, and adaptation to evolving market dynamics. The multi-BU engagement demonstrates the depth of our partnership and our ability to deliver consistent value at enterprise scale.
Business impact
Elevated customer experience: The modern, intuitive platform delivers travel inspiration and effortless booking, strengthening customer preference and increasing digital conversion rates.
Unified operations: Integration between customer and advisor platforms eliminated previous friction – enabling seamless service delivery and improving operational efficiency.
Improved conversion performance: Optimized user flows, clear value communication, and reduced friction drove measurable improvements in booking conversion rates across customer segments.
Enhanced brand positioning: The contemporary digital experience reinforces the corporation’s market leadership – projecting innovation while maintaining the trust associated with decades of service excellence.
Operational agility: The flexible platform empowers marketing and product teams to rapidly deploy new offerings, promotions, and features – accelerating time-to-market and improving market responsiveness.
Scalable growth foundation: Modern architecture supports the corporation’s expansion ambitions – accommodating increasing traffic, new service lines, and integration with emerging travel technologies.
Advisor productivity: Streamlined tools and workflows enable advisors to serve more customers effectively – improving both advisor satisfaction and customer service quality.
Key success factors
Strategic partnership approach: We functioned as strategic partners rather than vendors, deeply understanding business objectives, competitive dynamics, and operational realities to deliver solutions aligned with corporate strategy.
Business continuity focus: Phased implementation approach ensured uninterrupted operations throughout transformation – protecting revenue while delivering progressive improvements.
User experience excellence: Obsessive focus on customer and advisor needs drove design decisions, ensuring the platform served real-world workflows rather than theoretical requirements.
Flexible architecture: Technical design balanced immediate needs with future flexibility, enabling the corporation to evolve their digital platform as market dynamics and customer expectations shift.
Sustained collaboration: Ongoing partnership model supports continuous improvement, treating digital transformation as a journey rather than a one-time project.
Empower your travel business with Kyanon Digital
Is your digital platform keeping pace with evolving traveler expectations? Kyanon Digital partners with travel and hospitality leaders to build platforms that drive bookings, operational efficiency, and competitive advantage.
Explore our custom software development services or contact us today to discuss your digital transformation journey.
