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Understanding the challenge
A prestigious, century-old tour operator with a loyal but aging customer base was losing visibility to modern OTAs and budget travel aggregators in organic search. Their legacy website wasn't mobile-friendly, had a convoluted booking process, and lacked the rich, inspirational content needed to attract and convert a new generation of affluent travelers.
Our approach
We implemented a dual-pronged Demand Generation and Web Development strategy. The goal was to modernize the brand's digital presence while retaining its premium feel, making it competitive in a crowded online marketplace. We focused on attracting a younger demographic (40-60) without alienating the existing clientele.
Key elements of our solution included:
• A complete website redesign and development onto a modern, mobile-first platform with a focus on visual storytelling.
• Implementation of a new, intuitive booking engine with a simplified multi-step checkout process.
• Creation of over 150 in-depth, SEO-optimized destination guides and travel stories to capture top-of-funnel search interest.
• A technical SEO overhaul focusing on structured data (schema markup) for all tours, improving site speed, and implementing a robust international SEO strategy.
Technical innovation
We developed a "Visual Itinerary Builder," an interactive front-end tool allowing potential customers to explore complex multi-day tours on a map-based interface. Users could click on each day to see photos, videos, and activity details. This tool integrated directly with a dynamic pricing engine and live availability APIs, providing a seamless and engaging user experience that significantly reduced booking funnel abandonment by over 40%.
Outcome
The new website and SEO strategy led to a 60% increase in direct organic bookings within two years. The brand saw a 40% increase in organic traffic from travelers under 55 and successfully lowered its reliance on traditional print advertising, reducing overall customer acquisition costs by 25%.
