Original Travel
New website
Links to work
Some background
Original Travel is an award-winning travel company that specialises in bespoke, luxury holidays. Winner of the Guardian Travel Awards three years in a row, their holidays, experience and service standards are second to none. With more and more of their business originating from the web they needed a new website that both exposed their full range of holidays and services and also qualified prospective leads as efficiently as possible.
Project aims
The keys aims of the new site were to convey a new, broader service offer – long haul as well as short breaks - and to bring to the forefront their unique, bespoke holidays. The site also aimed to demonstrate better their understanding and expertise around the needs of their customers and that they offer tangible value through unrivalled expertise about destinations.
The UX challenge was to create clear entry points into content and to help users find the trips that drive them to make contact with a consultant; and to support the booking process with appropriate content and functionality.
Approach
We developed the strategy for the UX and design following face-to-face sessions with their customers and extensive research; it led to an approach born out of simplicity - combining the natural conversations that Original Travel had with its customers and understanding that those who were choosing the holidays had very limited time (they didn’t want brand rhetoric - they wanted straight talking). This approach was a wrapped up in an elegant design that supported their unique editorial style.
