Solo Founder Cat Jones Sets New Travel Trends with Byway Amid Pandemic Challenges
In March 2020, just as the pandemic began affecting Europe, solo founder Cat Jones launched Byway, a travel business focused on curated, sustainable trips. Fast forward to summer 2024, and her efforts have paid off, as Byway announces the successful completion of an oversubscribed £5.04 million Series A funding round (approximately $6.4 million).
Jones believes in the power of slow travel, promoting flight-free trips that utilize trains, buses, and ferries. Byway’s unique approach allows travelers to enjoy scenic routes and discover less-visited locations, avoiding crowds while embracing sustainability. Year-on-year growth has soared to three times, with more than 4,200 trips sold to date.
A Shift Towards Sustainable Travel
The rising environmental consciousness among travelers is driving a shift away from flying. Popular European destinations such as Amsterdam, Barcelona, Rome, and Venice face challenges from over-tourism, making travelers seek alternatives. Jones, inspired by her time as an investor at London's startup accelerator Founders Factory and a decade at digital adtech company Unruly, recognized an opportunity to cater to this audience.
Based in the U.K., Byway has grown to a team of 40, and the Series A funding, led by Heartcore Capital and supported by Eka Ventures and angel investors, will focus on expanding into new regions. Part of this investment will enhance Byway’s proprietary AI-driven trip planning technology.
Currently, 60% of Byway’s packages are booked online through its journey-designing software, JourneyAI, with the remaining 40% facilitated by a human concierge service. Jones is confident that as more data sources are integrated, the AI tool will handle an increasing volume of trip planning.
A Passion for Scenic Travel
Having always appreciated scenic travel, Jones has long favored ferry rides and trains over cars. This inspired her to create stunning overland holidays featuring breathtaking views and invigorating travel experiences, such as ferry crossings, mountain railways, and charming sleeper trains with dining options.
These multi-stop journeys promote sustainable tourism that relieves pressure from overcrowded destinations. However, planning them can be complicated, which is where Byway’s AI tool becomes essential for scaling the business.
So, how does JourneyAI recommend tailored trips? The tool leverages vast information sources, including transportation schedules, fare details, and customer preferences. It also uses historical data from previously successful trips. The AI system seeks to find parallels between users and similar travelers, ensuring personalized recommendations.
For instance, a couple may enjoy a late-night sleeper train, while a family may prefer a different option. "Being responsive is key," Jones emphasizes, noting the complexities of categorizing various travel nuances.
Flexible Trip Planning Using JourneyAI
JourneyAI provides multiple functionalities. Customers can simply input their desired trip duration and receive complete holiday suggestions, such as a week exploring the French countryside or a three-week journey through Europe to Turkey. Alternatively, they can customize pre-existing trips featured on Byway's website to better suit their preferences. The 60% online booking statistic reflects the AI's adaptability and customer satisfaction.
Beyond trip design, the technology addresses the challenge of disruptions that can arise during multi-stop journeys. JourneyAI is programmed to consider fallback options, allowing it to provide alternatives if plans change unexpectedly.
“At this moment, we still manually manage some disruptions, but with this funding, we anticipate automating most disruption detection and re-planning shortly. Our goal is to notify customers of changes and present alternatives quickly,” states Jones. Byway also establishes WhatsApp groups for customers, ensuring they can reach out during their travels without feeling isolated.
Commitment to Comprehensive Experiences
Byway offers complete holiday packages, reassuring customers that any disruptions encountered are their responsibility to rectify. "When you book with us, we fix any issues that arise," Jones clarifies. "If something goes wrong, Byway will promptly update you on the situation and solutions available. We encourage you to relax while we handle the details."
The company integrates APIs from third-party aggregators for transport bookings and treats accommodation as a commodity. Byway places its emphasis on its innovative journey planning tool, which represents their unique intellectual property.
"We are a tour operator, not merely an agent," Jones asserts. This distinction enables them to procure services at trade rates, allowing the focus to remain on JourneyAI's continued development.
Human Touch in a Tech-Driven World
While many Byway customers utilize the tech tool for trip planning, others seek personalized assistance. Travelers with specific needs often prefer interaction with a human agent. However, Jones is confident the AI's capabilities will improve, leading to a higher percentage of trips booked through the tech tool.
“There’s always room for improvement,” she humorously conveys, noting the potential of their AI recommendations. “In many cases, our AI performs exceptionally well, but the remaining 40% still requires a personal touch.”
As Byway expands into new regions, the company faces practical challenges, including navigating Brexit-related regulations. Jones highlights the necessity of establishing a European base to secure the appropriate bonding for protecting customers across Europe.
“Currently, we are on a regulatory journey following the U.K.’s exit from the EU. We need a European company to obtain a European bond for customer protection,” she explains. The establishment of a base in the Netherlands will facilitate this process and future marketing efforts in Europe.
Conclusion
Cat Jones and her team at Byway are pioneering a new approach to travel that emphasizes sustainability and enriched experiences. As they evolve their technology and expand their offerings, Byway stands poised to reshape the travel landscape for environmentally conscious adventurers.
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