Africa Travel are a UK specialist travel company with over 30 years of experience crafting bespoke travel itineraries to Africa. With first-hand experience of their destinations, they design exclusive experiences for their customers and go above and beyond to deliver access to the top guides and experts throughout Africa.
On the previous version of the website the customer journey was confusing. The navigation through the site was not clearly defined and it was difficult to distinguish between products and static content.
Africa Travel wanted to modernise their website with a device responsive design that delivered an improved customer journey; image rich, mobile optimised and integrated with their Dolphin CRM system.
They also wanted to introduce a content management platform that would let them create & update content and product information quickly, without needing to rely on technical members of staff to implement it.
The new site delivers a well-directed customer journey that engages the customer and puts the right products in front of them. We created a theme of cards and icons and implemented a site-wide logic that links the same cards from the search results with accommodations and itineraries, so the site delivers a consistent content journey and knits the products tightly together.
Developing the site on the Web Travel Platform, WTP, gives the product, sales and marketing teams complete flexibility to package and market example product online and create and publish their own itineraries, experience types and campaign pages in minutes. They can also link products to many of the other content areas in seconds; their staff biographies for example are now linked to reviews, blogs, itineraries and accommodation.
