Role
Product Manager
Timeline
2019 - 2021
Key Skills
Project Overview
At Spirit Airlines, I led the revamp of the purchase experience for Spanish and international audiences, implementing comprehensive localization efforts across the mobile app. The project also involved integrating the MyTrips experience with Expedia to enable bundled vacation purchases, combining flights, hotels, car rentals, and destination activities.
This initiative was part of Spirit's broader strategy to expand its international reach and increase revenue through vacation bundling. The mobile app previously lacked proper localization and integration with third-party travel services, limiting its appeal to international travelers and missing opportunities for increased revenue through bundled services.
Key Challenges
- The existing app was designed primarily for English-speaking domestic travelers, with limited support for international markets and languages.
- Integration with Expedia's API required handling complex data structures and maintaining a consistent user experience across different service providers.
- International bookings involved additional complexity, including passport information, visa requirements, and country-specific regulations.
- The app needed to support multiple currencies, date formats, and address structures for international users.
Solution & Approach
Comprehensive Localization
Implemented a robust localization framework that went beyond simple translation. Adapted the interface for cultural preferences, supported multiple currencies and date formats, and ensured all content was culturally appropriate for Spanish-speaking markets.
Expedia API Integration
Developed a seamless integration with Expedia's API that allowed users to search, compare, and book hotels, car rentals, and activities alongside their flights. Created a unified checkout process that maintained the Spirit Airlines brand experience.
MyTrips Enhancement
Redesigned the MyTrips section to display all components of a vacation package, including flight details, hotel reservations, car rentals, and booked activities. Provided easy access to confirmation numbers, check-in links, and itinerary management.
Key Features
Vacation Package Builder
Created an intuitive package builder that allowed users to customize their vacation by selecting flights, hotels, car rentals, and activities. Implemented real-time pricing updates and highlighted bundle savings to encourage complete package bookings.
- Simplified booking flow with clear progress indicators
- Flexible payment options including points and dollars
- Bundle discounts clearly highlighted to drive conversion
Results & Impact
38% increase in international bookings
The localized experience significantly improved conversion rates for Spanish-speaking users.
$12M in vacation bundle revenue
The Expedia integration generated substantial new revenue in the first year through hotel, car, and activity bookings.
92% satisfaction rating
Spanish-speaking users reported high satisfaction with the localized experience.
25% increase in average order value
Vacation bundling significantly increased the average spend per booking.
42% of international bookings included packages
A significant portion of international travelers opted for bundled services.
15% improvement in app store ratings
The enhanced functionality and localization led to better reviews, particularly from Spanish-speaking users.
Key Learnings
Cultural Adaptation is Essential
True localization goes beyond translation. Understanding cultural preferences, travel habits, and regional expectations was crucial to creating an experience that resonated with Spanish-speaking users. Working with local market experts and conducting user testing with target demographics proved invaluable.
Seamless Integration Drives Adoption
The success of the vacation bundling feature depended on creating a seamless experience that didn't feel like users were being handed off to a third party. By maintaining consistent branding, integrating Expedia's inventory natively within our interface, and providing unified confirmation and itinerary management, we significantly increased bundle adoption.