Western & Oriental is a specialist travel group that wanted to fully capitalise on the use of digital media within its business. Prospect was retained to develop and execute a digital strategy that would provide W&O and its customers with all the tools (website, mobile phone apps, social media networks) necessary to transform W&O into a modern travel offer. The first step was to identify the challenges W&O were facing in the online space:

•  The diversity of the brand portfolio
•  Confused categories of offer
•  High visitor drop-out rates
•  Lack of support for sales agents
•  Lack of detailed destination information
•  A disjointed experience for staff and customers

The digital strategy provided a clear, 3 year plan of measured improvements and striking innovations with which W&O completely transformed its provider's online presence. Prospect also worked to unify its sub brands and recent acquisitions through the creation of clear travel categories.

The first phase solution furnished customers with more detailed travel knowledge, made more accessible through a simplified and optimised information architecture. It provided clear routes and 'calls to action', helping drive conversions and reduce drop-out rates.

The W&O own-brand website launched the new luxurious look and feel and brand values that will unite the group under the W&O banner. The new site is the first to showcase this clearer, stronger proposition and fulfil the tailor made luxury travel experiences promise.

Customer response to the site was immediate - booking enquiries instantly picked up, leading to a notable decrease in drop-outs and an increase in conversions. Through the creative process, W&O strengthened its brand and developed a coherent vision for its future.

By changing the thinking around how information was presented (the old website reproduced the printed brochures online), W&O were able to create a purpose-built online experience. The website has become an indispensable booking tool. It has clarified the information and routes to booking for customers and staff alike. Further steps such as online booking, mobile apps and social media will seek to keep this transformation going.

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