How Eurail created a newspaper-style content team

Sam Peña-Taylor

Eurail adapted its content offer through an overall transformation of its content teams and its content delivery architecture, leading to a new kind of self-steering team.

Eurail, the train travel company, reinvented its content offer by taking inspiration from the ways in which newspapers work: putting the content product owner in the position of a senior editor with analytics capabilities to create a self-steering team that responded to business needs and challenges rather than the highest paid person’s opinion.

Eurail, based in Utrecht, is a company owned by 35 European railways that creates tickets and trips for travel around the continent for customers outside Europe in the form of the Eurail pass; European residents can buy an InterRail pass. Its audience is young – often...

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