SafarJala is a digital travel platform designed to help visitors and residents explore the Sultanate of Oman. It offers a seamless booking experience for adventures, vehicle rentals, and guided experiences, while also serving as an interactive travel companion with curated destination content, smart navigation and direct access to service providers.
Hours delivered back to the business
SOX compliance in Settlement process automation
Success rate of bot case completion
For functional release of OBT, RTS and OGS
The Challenge
SafarJala, a travel-experiences platform, faced several key challenges in striving to scale and deliver a premium user experience:
The website’s booking flow was sluggish, leading to high drop-off at payment and checkout stages.
The back-end lacked robust automation, meaning manual work — e.g., managing bookings, sending confirmations, handling cancellations — was labour-intensive and error-prone.
The brand wanted to support a mobile-first audience, including rich interactive content (e.g., destination galleries, dynamic itinerary planners) but the existing platform couldn’t easily scale or support rapid updates.
Data insights were limited — SafarJala lacked a unified dashboard to visualise user behaviour, conversion funnels, and campaign performance; thus optimisation was reactive rather than proactive.
Additionally, the system needed to handle seasonal peaks without performance degradation and deliver an exemplary user experience on both desktop and mobile.
What did
Incurosoft do
To address these, Incurosoft executed a comprehensive solution involving strategy, technology and optimisation, divided into three phases:
1. Audit & Strategy
Conducted a full technical audit of the existing website, infrastructure, database schema and booking workflows — identifying performance bottlenecks (e.g., slow queries, un-cached content, third-party payment latency).
Mapped the customer journey from discovery → itinerary → booking → payment → confirmation → follow-up; identified friction points and heat-map analysis of drop-off.
Established KPIs (e.g., page-load time < 2 seconds, checkout-drop-off < 20 %, conversion-rate uplift by 30 %) and defined a roadmap with timeline & milestones.
2. Implementation
Refactored the front-end using a mobile-first responsive design, streamlined CSS/JS, lazy-loading images, and introduced an interactive destination-gallery UI to engage users.
Optimised the back-end architecture: migrated booking engine to a micro-service layer (for example) to separate high-load services (search & availability) from legacy monolith; implemented caching (Redis/Memcached) for frequently-requested data; improved database indexing and query tuning.
Automated workflows: built dashboards for the operations team, automated booking confirmation emails/SMS, integrated with payment gateway and refund engine for easier cancellation flows, and introduced admin tools for inventory/offer management.
Data & analytics setup: installed analytic tracking (Google Analytics Enhanced, Mixpanel/Segment) and built custom dashboards (e.g., using PowerBI or Looker) showing real-time conversion funnels, user segmentation, campaign-performance by channel, and booking-flow vitals.
Load & performance testing: simulated peak-season traffic, optimised server auto-scaling (cloud infrastructure), applied CDN for static assets, and ensured 99.9 % uptime with < 2 s time-to-first-byte across geographies.
3. Optimisation & Continuous Improvement
After launch, Incurosoft ran A/B tests on checkout page layouts, button placements, trust badges vs no trust badges, and iterated toward the highest-converting version.
Monthly performance reviews: tracked KPIs, monitored user feedback, logged errors and crash rates, and adjusted architecture or UX flows accordingly.
Introduced “next-gen” features over time: personalised recommendations (“you may like these destinations”), dynamic pricing offers, and social-sharing incentives to boost referrals.
The Results
- Conversion rate
- Operational efficiency
- Uptime & scalability
- Data-driven decisions
- User engagement
- Business growth
