Mapping the
Member Experience

To meet demand, Pravassa was adding a new vertical: private, customized wellness travel experiences. In order to sustain growth and scale, the objective was to maintain a positive member experience while expanding the programming.

Pravassa clients had been engaged and loyal for the past few years joining the company’s small group experiences. To further cement the company’s product-market fit and scale the business, the company needed to expand its offerings, while not sacrificing the customer-first reputation it had built.

First I needed to conduct customer interviews in order to validate the hypothesis that clients would book higher-end experiences without a full-time wellness travel escort. Once confirmed, a new company vertical was opened.

I developed a workflow with consistent communication and information which helped clients understand how to prepare for their vacation in a way that maximized the wellness experience. Content was developed and shared both pre and post experience. Pre-departure information allowed clients to feel supported, healthy, and less stressed preparing for the trip. And post-trip content promoted a seamless return home where the client could successfully integrate their insights into sustained habits.

Over the two-year period following the brand’s private travel rollout, experiences garnered 92% positive reviews with 98% of people saying they’d return to book another Pravassa trip. More importantly, the brand had almost $0 CAC as referrals became the main source of business growth. During this two-year period, referrals rose by 475%.