AARP sought to deliver better tech-enabled travel experiences for adults age 50+, aiming to boost engagement with digital travel services, and enhance their travel experience through more tailored digital solutions.

CMB leveraged a combination of human-moderated and AI-driven interviews to gain a deep understanding of travelers’ experiences, preferences, and challenges with travel technology.

This hybrid approach allowed us to gather qualitative insights at scale, ensuring a balance between AI efficiency and the nuanced depth provided by human expertise. To validate and quantify these findings, we conducted a comprehensive online survey, solidifying key takeaways and refining our recommendations.

The research directly informed the development of educational content, digital tools, and services to improve AARP members’ travel experiences.

Travelers received a better experience by understanding more about how to use AI for trip planning, cost-saving strategies, route suggestions, and personalized travel recommendations, ultimately diving greater engagement with AARP and its digital offerings.