The travel experience can be stressful for many people, as they move from the ‘dreaming’ stage of planning a trip to the often complicated logistics around booking the ticket and navigating the day of travel. This talk will cover how innovative brands are leveraging techniques found outside the travel category to deliver a user experience that keeps the user and their needs front and center – extending that emotional dream state well into the transactional mode. We will review trends in designing for airlines and the importance of design systems and discuss how the consistent digital presence of a brand across various touchpoint and channels reassures stressed travelers that if the airline is steady, reliable and relaxed, they can be as well.