Duolingo Travel
Travel Like a Local
Group Project
Role:
Identifying Strategic Opportunities
Marketing and Advertisement
Project Management
The project aimed at identifying a new operations strategy for a new marketing campaign for Duolingo.
Learners currently do not spend adequate time on the app before travel. Duolingo has a user community that is in need of real life application in order to have better language retention and understanding.
How can we encourage users to spend more time on the app before and during travel ?
Problem
Duolingo wants to expand into the travel sector and create an authentic experience for the user as well as present them with the incentive of real time, applicable lessons resulting in increased app use.
Solution
Duolingo Travel
We want to partner with United Airlines to give Duolingo learners a chance to turn XP points into flight miles. This will not only provide great incentive for learners to make Duolingo a daily habit, but also encourages them to travel and apply their new learned language in practical situations.
Market Validation
In 2018, millennials spent $200 billion​ on travel, and 33 percent of millennials budget $5,000+ for vacations.
Around 86 percent of millennials chose experiencing a new culture over partying (44 percent) and shopping (28 percent).
Over half of millennials–58 percent–lean toward solo travel, and 26 percenthave done so.
Millennials increasingly have large travel budgets and are the generation most likely to accrue debt so they can travel.
87%
Of millennials have a
strong desire to travel
internationally right now.
95%
Of millennials want to travel
internationally once
restrictions are lifted.
35days
A year spent traveling
by millennials.
Marketing Campaign
1. App Development
​
Keeping in line with Duolingo's culture of gamifying the language learning process, we developed the United Airlines challenge. The opportunity for users to take part in a competition to earn double the miles and possibly win a trip at the end of this three month campaign.
2. Social Media Campaign
3. MTA Campaign
