Digital Business



  • 1 Team Coach

  • 1 Designer

  • 2 Developers

Developing a Digital Business with emphasis on B2B

Iceland Travel had their eyes firmly set on the future when they partnered with Kolibri and immediately set targets towards re-developing their booking system and booking flow. From there, the partnership evolved into one that would take Iceland Travels' business into the digital age. Innovative culture and processes were implemented, and a user-first style of doing business was introduced.

Consulting as a part of the digital process

Project Highlight: Consulting

After Iceland Travel and Kolibri had been working together on building a fresh booking flow and booking system, there was a need to take the partnership to the next level. Iceland Travel worked diligently with Kolibri, gave full access to business information and together the companies were able to build a plan together in how Iceland Travel would approach the digital age.

Business critical solutions

One eye on the future

Iceland Travel is the country's largest DMC (destination management company). For years the company has been operating all over Iceland in delivering workd class experiences for discerning travelers. The company had identified a need for their business to take a turn into digital and Kolibri was contacted to help them reach those goals.

The travel industry is one that has seen a very high level of disruption time and time again. That combined with the fact that Iceland has seen an immense growth in the number of tourists meant that Iceland Travel faced a decision regarding their technical infrastructure that needed to be addressed. With a foreseeable change in user behaviour, Iceland Travel set out to seek a partner and a solution to upgrade their booking system and booking flow. This first step is a vital one for the company to meet the needs of future users and to stay on as Iceland's largest DMC.

Iceland Travel and Kolibri met and discussed ways to bring their booking engine and booking flow up to the current standard and beyond that. Kolibri instantly started working on improving both, and a team of developers, a designer, and a team coach/producer joined Iceland Travel. The team started right away to interview staff and stakeholders from Iceland Travel to identify where there were opportunities for improvement. From there a designer worked up a new user interface to build on top of a booking system that was ready to meet the needs of Iceland Travel.

After the two companies had been working together for a few months, the partnership took a new turn where Kolibri was tasked with identifying other business critical opportunities within Iceland Travel to move forward. To this day the companies are working together on solutions to maintain Iceland Travel's business at the front of the Icelandic travel industry.


Digital Business



  • 2 Team Coaches

  • 1 Designer

  • 4 Developers

Bringing the experience of travel to the future

Icelandair partnered with Kolibri to set up the modern technical architecture and development stack along with implementing a user-first-based approach to designing along with the added emphasis on innovation.

Modern technology and practices

Project Highlight: Coaching

In early 2016, Kolibri and Icelandair began discussing setting up a specialized division within Icelandair that would focus on the digital side of Icelandair business. This discussion evolved into a partnership between the two companies where Kolibri would provide management consulting, a team of developers, designers and team coaches to Icelandair. The Kolibri team has been embedded within Icelandair offices and are to this day providing direction and methodology which Icelandair is utilizing in building their Digital Labs.

As with any business that has to rely on online processes and payments, Icelandair acknowledged that they needed to prepare for a shift in purchasing behaviour in online travel. User behaviour is evolving at an alarming rate, and there was a need for Icelandic booking flows, booking engine, and there was a need to shift the business into a cloud based format.

Icelandair identified that when building a new digital team, there would need to be a new approach to infrastructure, where the cultural emphasis would be on innovation. In an established airline like Icelandair, there is always the chance of friction between legacy procedures and innovative ones. At this time is where Kolibri was given an opportunity to contribute in a big way. There is a clear innovative culture at Kolibri where the individuals working there love breaking ground on new and cutting edge practices. Kolibri has been at the centre of building a unique culture within the Icelandair Digital Labs and played a pivotal role in the project becoming a hub of innovation within Icelandair.

Kolibri has also worked on specialized development projects within Icelandair, like a business portal for governmental institutions. With it, government employees have a particular section to go to and purchase tickets within the framework agreement Icelandair has with the Icelandic government.

Reinventing the booking path

Project Highlight: Design

Considerable emphasis is on the user experience during the booking process. With a new shift approaching where a new user generation is coming of age and will become even more demanding than millennials, there continues to be a very high emphasis on innovation with a specific focus on user experiences. Generation Z is looking the be the most demanding generation of all regarding ease of purchasing and UX. Where travel related products will be bundled and sold in one package rather than the user needing to make multiple purchases will be more important than ever.

Kolibri and Icelandair are committed to meet the challenge head on and will make the experience of navigating through Icelandair platforms as enjoyable as traveling on the Icelandair fleet.

Icelandair UI

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Bringing the experience of travel to the future