Air Europa wanted to both raise the bar for customer satisfaction and improve business performance. The solution? Putting mobile at the heart if its digital experience. To do so, it partnered with AB Tasty to deliver an online buying journey that’s as smooth and enjoyable as the perfect flight.
Founded in 1986 as a charter airline, Air Europa is now Spain’s third largest carrier. As well as serving a number of domestic routes within Spain, it flies to more than 40 destinations across Europe, the Middle East, Africa, and the Americas. The airline became a member of the SkyTeam alliance in 2007.
You can find out more in our case study The Sky’s the Limit: Air Europa’s Experimentation Success Story.
Making the mobile journey easy
With increasing numbers of travelers now booking and managing their journeys entirely on smartphones, optimizing the mobile experience for buyers is a strategic priority for any travel company. But unlike the e-commerce sector in general, booking air travel is rarely a one-click affair. The travel experience is multi-faceted, and each component increases the complexity of checkout.
Air Europa wanted to create a seamless, intuitive journey for mobile that boosted both conversions and ticket value, all while scaling experimentation at speed. As Digital Customer Experience Manager, Jaume Comas, explains,
“Air Europa is an airline that always keeps its focus on the client. From the fleet to the digital product, we always strive to offer the best experience to users. We’re also currently in a growth phase in which optimization is a key piece.”
To do this, the team focused on streamlining both the purchase and post-purchase experiences – ensuring that every step, from selecting a flight to managing bookings after purchase was intuitive and easy on mobile devices.
Start with data-driven insights
Working with AB Tasty, Air Europa first developed a comprehensive experimentation methodology, placing strong emphasis on both qualitative and quantitative data. Jaume Comas says,
“We always start with a very clear methodology in which research is very important. We start by conducting interviews, surveys, moderated tests, prototyping, and we’ve put a lot of focus on behavioral analysis.”
The insights gathered from the research phase were transformed into test hypotheses, prioritized based on business KPIs, and systematically tested. Initially, the primary focus of these tests was optimizing the booking flow on mobile, specifically in two key areas:
1. Streamlining the booking form
Air Europa’s booking form was entirely redesigned to minimize friction and improve chances of completion. By reducing the number of steps involved, reorganizing content, and updating field styles, the booking process became clearer and more intuitive for visitors. This led to a noticeable improvement in the conversion funnel, with more travelers completing their bookings using the new form.
2. Enhancing the flight summary experience
To give visitors greater confidence in the booking process and more control, Air Europa also revamped the flight summary page. Key details, such as baggage allowance and the selected fare for each segment, are now clearly displayed. Travelers can also change flights without having to navigate hidden menus. This increased transparency resulted in a significant uplift at this step, achieving a 100% chance to win in testing.
The results speak for themselves
In 2025 alone, Air Europa ran approximately 500 tests with AB Tasty, maintaining around 18 active campaigns at any given time. These resulted in significant improvements in both user experience and conversion rates.
Key to Air Europa’s testing strategy was using AB Tasty’s mutually exclusive experimentation feature. This enables multiple tests to be run simultaneously on the same URL without data interference. This increased the speed of implementation by up to five times, enabling faster decision-making and deployment of winning variations.
Key uplifts:
- Booking Flow: A +9% increase in conversion from the flight summary step to the passenger form.
- Passenger Form: A +5% increase in conversion at the passenger form stage.
- Customer Satisfaction Score: Improved from 81% to 87%.
- Component Testing: On the search results page alone, 120 tests were conducted, with 40 grouped for streamlined development and deployment.
- Implementation Speed: The mutual exclusive experimentation feature increased the speed of implementation by up to 5x.
You’ve got a partner in AB Tasty
Working with AB Tasty has transformed Air Europa’s approach to digital optimization. And by building a culture of experimentation and leveraging advanced testing capabilities, the airline has achieved measurable uplifts in conversion and user satisfaction.
But for Air Europa, experimentation is a journey, not a destination. It plans to expand its CRO methodology across all digital products, aiming for customer experiences that are even more seamless and personalized in 2026 and beyond. As Jaume Comas says,
“AB Tasty is very user friendly. Everyone from our developers to product owners and designers can enter the tool and be autonomous and independent. Thanks to AB Tasty’s good work and advice, we’ve managed to establish both a very clear methodology and a highly trained, professional team to take on all the experimentation projects to come.”
Key Takeaways
- Data-driven culture: success was based on a rigorous research process, and a clear, prioritized experimentation backlog. This ensured every test was aligned with business objectives.
- Executive support: Leadership buy-in was key, providing the resources and strategic focus needed to build a culture of experimentation within the company.
- Team autonomy: AB Tasty’s intuitive dashboard empowered team members of varying expertise to analyze results independently and make informed decisions.
- Continuous optimization: Regular, high-frequency testing created a culture of continuous improvement and learning.
- Reliable results: The confidence intervals and data reliability provided by AB Tasty’s platform meant that Air Europa could trust experiment outcomes and make impactful changes quickly.
