Air Europa is soaring to new heights—not just in the skies, but in the digital world. With travelers relying more than ever on their smartphones to book, manage, and enjoy their journeys, Air Europa set out to make mobile the heart of its digital experience. The goal? To make every interaction effortless, intuitive, and even delightful, no matter the touchpoint.
This ambition sparked a powerful partnership with AB Tasty. Together, the teams dove headfirst into a mobile-first strategy, constantly testing, learning, and fine-tuning every step of the customer journey. The result? A digital experience that’s as smooth and enjoyable as the perfect flight.
The Challenge: Rapid growth
As Air Europa entered a phase of rapid growth, optimizing the digital customer journey became a strategic priority. With rapid growth and a mobile-first audience, the airline set out to raise the bar for customer satisfaction and business performance. The challenge: create a seamless, intuitive journey that boosts conversions and ticket value, all while scaling experimentation at speed.
With more travelers booking and managing their journeys on smartphones, Air Europa made mobile optimization a top priority. 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 seamless and intuitive on mobile devices.
The Strategy
Partnering with AB Tasty, Air Europa adopted a comprehensive experimentation methodology, placing strong emphasis on both quantitative and qualitative data. The process began with in-depth research, including user interviews, heatmap analysis, moderated testing, and prototyping. Insights gathered were transformed into hypotheses, prioritized based on business KPIs, and systematically tested.
The collaboration with AB Tasty enabled Air Europa to run up to 500 experiments in a single year, with a particular focus on mobile-first improvements and booking flow optimization.
- Streamlining the Booking Form
Air Europa’s booking form was redesigned to minimize friction and make completion feel effortless. By reducing the number of steps, reorganizing content, and updating field styles, the process became much clearer and more intuitive. This led to a noticeable improvement in the conversion funnel, with more travelers completing their bookings.
2. Enhancing the Flight Summary Experience
To give travelers greater confidence and control, Air Europa revamped the flight summary page. Key details—like baggage allowance and selected fare for each segment—are now clearly displayed, and users can change flights without navigating hidden menus. This transparent approach resulted in a significant uplift at this funnel step, achieving a 100% chance to win in testing.
Tests, Uplifts, and Results
A key enabler of this strategy was the use of AB Tasty’s mutually exclusive experimentation feature, which allowed multiple tests to run simultaneously on the same URL without data interference. This innovation increased the speed of implementation by up to five times, enabling faster decision-making and deployment of winning variations.
In 2025 alone, Air Europa ran approximately 500 experiments with AB Tasty, maintaining around 18 active campaigns at any given time. The majority of tests targeted the mobile booking flow, resulting in significant improvements in user experience and conversion.
Key uplifts:
- Booking Flow: A +9% increase in conversion from the flight summary step to the passenger form.
- Passenger Form: A +5% uplift 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
Key Takeaways
- Data-Driven Culture: Success was rooted in a rigorous research process and a clear, prioritized experimentation backlog, ensuring that every test was aligned with business objectives.
- Executive Support: Leadership buy-in was essential, providing the resources and strategic focus needed to embed experimentation into the company culture.
- Team Autonomy: AB Tasty’s intuitive dashboard empowered team members of varying expertise to independently analyze results and make informed decisions.
- Continuous Optimization: Regular, high-frequency testing (weekly launches) created a culture of continuous improvement and rapid learning.
- Reliable Results: The confidence intervals and data reliability provided by AB Tasty’s platform allowed Air Europa to trust experiment outcomes and make impactful changes quickly
Air Europa’s partnership with AB Tasty
Air Europa’s partnership with AB Tasty has transformed its approach to digital optimization. By embedding a culture of experimentation and leveraging advanced testing capabilities, the airline has achieved measurable uplifts in conversion and user satisfaction.
Looking ahead, Air Europa plans to expand its CRO methodology across all digital products, aiming for even more personalized and seamless customer experiences in 2026 and beyond.
