Bringing Immersive Travel Closer to Cardmembers Without Rebuilding the Stack
American Express partnered with Unravel to enhance the entire the travel journey including inspiration, planning, and decision-making. The result: a fully embedded, in-app travel experience designed for premium cardmembers across multiple markets.
Increase in Engagement
Increase in Conversion
Higher Average Order Value
The Challenge
AMEX cardmembers trust the brand for travel benefits and booking, yet discovery and inspiration often began outside the AMEX ecosystem. Existing travel journeys were functional but lacked immersive, confidence-building experiences at the moment customers were deciding where to go.
The Solution
Unravel launched a fully white-labeled, in-app travel discovery and booking layer featuring short-form destination and hotel videos, AI-led trip guidance, and seamless continuation into AMEX booking flows. The platform integrated via APIs and modular UI components, layering immersive content and AI workflows on top of AMEX’s existing app. Unravel managed content curation, AI optimization, and performance tuning, while AMEX retained full brand control and placement authority.
The Impact
Travel engagement became more immersive and interactive inside the AMEX app. Cardmembers spent more time exploring destinations, entered booking flows with stronger intent, and increased usage of AMEX travel benefits and offers. By bringing inspiration closer to the point of transaction, AMEX strengthened both engagement and travel spend within its ecosystem.
