20 Jun 2022

From moonshot thinking to moonshot innovation

Travel Compositor S.L. Stand: M31
From moonshot thinking to moonshot innovation

Moonshot thinking is a business management philosophy that is very fashionable in business schools. There is a book on this subject written by Iván Bufarull. What this philosophy has done is capture what we, without knowing it, began to do 8 years ago when we projected Travel Composer.

For 20 years, after working and leading tourism, tour operator, and receptive companies, I never really found the technology that would serve me for the solutions I needed and that would serve me as I needed them, and that is why we decided to create Travel Compositor.

Moonshot thinking is a business management philosophy that is very fashionable in business schools. There is a book on this subject written by Iván Bufarull. What this philosophy has done is capture what we, without knowing it, began to do 8 years ago when we projected Travel Composer.

Moonshot thinking is about making the impossible possible, looking for ideas to improve the quality of services or income in companies, and finding those radical solutions, creating innovative technology. In a bit how we have seen ourselves reflected with this philosophy.

As a historical fact, the first Moonshot Project was the one launched by Mr. Kennedy many years ago in order to reach the moon one day. This was a catalyst and a catharsis for technology, business, and science in the US that has survived to this day.

Continuing in that history many years later, approximately 6 years ago, the founder of Google created what we know as the innovation matrix or disruptive innovation, which focused on 3 aspects. For a big problem, you need to look for a radical solution and create an innovative technology that can carry it out.

We used that matrix to create Travel Compositor, we found ourselves from our experience, asking different travel agencies what was it that they wasted the most time on or what was it that gave them the most work and everyone told us that they were the quotes custom trips since they had to be done manually. When there were several additional services to the trip, the agencies lost a lot of time in the process, they even took 2 days to respond to a client.

For us, the radical solution we found to this great problem was a function that would give travel agencies the possibility to respond and have a price in 3 minutes with innovative technology.

This is how we presented the problem 6 years ago when we competed in Startup contests.

As an example we can put those people who want to visit 3 or 4 capitals, that means taking up to 3 or 4 different flights and hotels. In a B2C the person would have to go to different web pages to book all the services, one by one to generate each of the reservations, entering personal data, card data, etc. in each of them.

What we created is a page where you can make all these reservations in 3 minutes. We created this solution in which on a map you could create an itinerary, a multi-transport page where you could book all the transports for the multi-trip with a multi-hotel page, multi-activities where you could book activities in all cities . And then a summary in which cross selling could be added such as transfers, car rental, manual services and even insurance.

All of this could be translated into a digital brochure which could be shared and sent to customers, even posted on the home page of a web page, all in seconds. To build all this technology we spent almost 2 years developing with a lot of patience, with a lot of resilience, when we had spent 5 months and more than €200k invested we had to throw everything in the bin and start over from scratch, but that led us to achieve what we were looking for, a solution that was going to improve the response time of agencies by 99.9%. Both for agencies, since the time to respond to the client went from 2 days to minutes, and in B2C, since the user did not have to waste time visiting different web pages.

In our opinion, it was not only worth disrupting the idea of ​​the product, conceiving it, creating it and landing it, but it was also necessary to meditate a lot on the philosophy and values ​​to be unique in it. The summary is that if we want to disrupt, we must also try it both in the company model and in the business model.

The first thing would be to set some initial values ​​with which to work and these were the first 3 values ​​that we set in the company. We wanted a team that acted as an owner, that the soul of our company was innovation and that the heart of the company was the customer.

What did we do to put these 3 values ​​into practice? Evidently to motivate the team, since it can be an open company without offices, in which participation and generation of work ideas are encouraged upwards, as Google does, instead of the generation of ideas from the top down, which is the famous style of Apple and paddle altogether. The most differentiating thing about our company is that all our employees.

Travel Compositor are exhibiting at TravelTech Show, 29-30 June at ExCeL London. Visit the team on stand M31.

TravelTech Show will return to ExCeL London on 28 & 29 June 2023!

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