A-ROSA booking process redesigned and implemented
For A-ROSA, we developed a barrier-free booking process as a seamlessly integrated single-page application.
The Challenge
Fewer service calls, higher conversion
A-ROSA's existing booking platform was technically outdated and increasingly causing problems in the booking process. It was error-prone and difficult to use: poor usability, not mobile-optimised and with a design that was no longer up to date. This made it particularly difficult for the older target group to successfully complete bookings. This led to increased bounce rates and many calls to the service centre, which resulted in additional work for A-ROSA. The aim was therefore to create a modern, user-friendly and accessible B2C booking route that integrates seamlessly into the website, works reliably, optimises conversion and reduces calls to the call centre. It also had to be implemented quickly so that everything was ready for the main booking period around Christmas/New Year.
The Solution
Audit and iterations
GECKO started with a technical audit to clearly identify weaknesses and sources of error in the existing booking process. Based on this, the necessary optimizations were prioritized and coordinated with A-ROSA in order to quickly achieve a stable and better user experience. To ensure an efficient process, the UI/UX design was first created and finalized with A-ROSA before the frontend and backend were implemented. Development took place in two iterations: first, an MVP with the most important functions went live, followed by enhancements such as additional services (e.g., insurance) and arrival and departure options. Technically, the solution was implemented as a single-page application—with TypeScript/Vue 3 in the frontend and Kotlin/Spring in the backend. To measure conversion, the individual booking steps were linked to Google Analytics, content can be maintained via endpoints from the TYPO3 CMS, and the booking process is available in German and English.
What we have developed
- Audit & action plan: Technical analysis of the existing booking process, including a prioritized optimization roadmap
- B2C booking process: New single-page application, seamlessly integrated into the A-ROSA website
- Step-by-step booking process: Guided funnel with validations, help texts, and clear error messages
- MVP + expansion: First core functions live, then additional services and arrival/departure options
- CMS connection: Content management via TYPO3 endpoints (API-based)
- Conversion measurement: Tracking individual booking steps via Google Analytics for funnel analysis
- Multiple languages: Booking in German and English with language switch
The Result
Barriere-free booking process
A-ROSA now has a booking process that guides users step by step through the process and provides assistance and necessary error messages at the relevant points. This makes the booking process more self-explanatory—especially for the older target group—and can be completed without any detours. By linking the individual steps to Google Analytics, the performance of the funnel can be measured transparently, allowing optimization potential to be identified in a targeted manner. Overall, the new process led to a higher conversion rate and fewer calls to the service center. The first stage of expansion went live just in time for the peak booking season, allowing A-ROSA to benefit from the improvements right away.
Trusted review
Successful project with measurable added value
Together with GECKO, we redesigned and implemented our B2C booking process. The new process guides customers clearly through the booking process and creates an online experience that works noticeably better.
Christian Belzner
Head of Strategic Projects, A-ROSA
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Sebastian Klemm
About A-ROSA
A-ROSA is a river cruise operator based in Rostock, Germany, with an operational base in Chur, Switzerland. The company operates a fleet of 15 ships and specialises in cruises on Europe's major rivers - including the Rhine, Main, Moselle, Danube, Seine, Rhône/Saône and Douro. The British investment manager Fidera is the main shareholder of the A-ROSA Group, which currently employs around 1,000 people on land and on board.