Utilitymeadowpoint Petaling Jaya · Booking paths
Petaling Jaya · Office 11
Kuala Lumpur towers at dusk, the kind of skyline a domestic booker has already decided to leave or return to

No. 11

KUL → PEN · KUL → BKI · KUL → LGK

Every tap between the fare and the ticket

We sit with one booking path at a time — the English screen, the Malay screen, the bag add-on, the FPX pause — and write down where people leave.

Request a funnel review

  • AirAsia-style calendars
  • Hotel + flight bundles
  • ETS seat maps
  • Touch n Go checkout

01

The live booking path

Five rooms a traveller already knows

A travel booking app is not a mystery. It is a sequence of rooms. We walk them in the order a person in Shah Alam or George Town actually taps, not in the order the screens were designed.

Search

Origin, date, pax. Hari Raya weeks and school holidays sit in the same calendar as a quiet Tuesday.

Fare

The grid of times and prices. Promo fares that vanish when a child is added. Return dates that jump a band.

Passengers

MyKad fields, passport expiry, infant-on-lap rules. This is where many domestic bookers stall.

Ancillaries

Bags, seats, insurance, airport transfer. The third screen that appears after the fare already felt finished.

Pay

FPX, card, e-wallet. A session that dies here is rarely about the amount. It is about the last confirmation copy.

Travellers in a bright airport hall walking toward departure boards

Flagship briefing

A three-week booking funnel review

One live path — for example KUL–PEN in English, or a Langkawi hotel-plus-flight bundle — walked, annotated, and returned as a written briefing with a follow-up conversation in Petaling Jaya or on a call.

  • ForOperators of travel booking apps
  • SpanAbout three weeks
  • FeeFrom RM 12,400 per path
Read the full scope

02

Related briefings

Other briefings in the same hall

Search studies, bag-and-seat uptake, and the week after a ticket is issued. Each is a separate piece of work, not a renamed funnel review.

Ancillary uptake review

Ancillary uptake review

Bags, seats, insurance, and airport transfers as they appear after the fare — the third screen travellers did not expect to meet.

Open this briefing
Cancellation pattern brief

Cancellation pattern brief

The week after a ticket is issued: change fees, twenty-four-hour windows, and the copy that makes a domestic booker give up or call a hotline.

Open this briefing
Destination search study

Destination search study

What people type, filter, and abandon on the search screen for Malaysian city pairs and island weekends — before a fare is even chosen.

Open this briefing

From a KUL–BKI package path

What the Kota Kinabalu bundle was hiding

A Kuala Lumpur operator asked us to sit with their hotel-plus-flight path to Kota Kinabalu. Travellers found the resort. They did not survive the second passenger form, which asked for a passport number on a domestic sector.

More operator notes

The briefing did not flatter the design. It named the passport field, the missing ‘MyKad for domestic’ switch, and the three extra taps after ‘continue’. We changed the field that week. I still wish they had also counted the Malay-language path; we had to send that as a second note.
Operations lead, Kuala Lumpur — hotel + flight bundle to BKI

03

Journal

Notes from Malaysian booking screens