The UK arm of TUI, the World’s largest travel company, has increased its online ‘look to book’ conversion rates by 80 per cent, following the re-launch of its hotel bookings website in March 2007.
Usability specialists Webcredible helped redesign the website, which also forms part of TUI’s overall online strategy to provide innovative, intuitive and easy-to-use websites that fulfil all the needs of British travellers.
Webcredible was chosen by TUI, following a four-way pitch, to conduct a series of usability testing and expert reviews on the new hotel bookings website, prior to its launch.
Following sufficient testing by Webcredible, recommendations were made to TUI, which were implemented in order to maximise the efficiency of the hotel website, as well as guarantee their users could easily and quickly look for, select and book a hotel . TUI’s holiday website was also developed with assistance from Webcredible and will go live soon.
Paul Ramshaw, e-commerce manager of TUI commented, "We incorporated some highly innovative design concepts into the new hotel and package holiday websites and the usability testing was invaluable in helping us to maximise the online experience for our site visitors."
"By implementing Webcredible’s recommendations we have been able to realise a dramatic increase in both online bookings and conversion of browsers to buyers, helping to cement our position as one of the leading travel portals," Ramshaw added.
Webcredible’s director, Trenton Moss added, "In such a competitive market, it’s vital that travel companies make the online experience as easy as possible, from landing on the home page to final booking confirmation. Usability testing can be a huge eye-opener, enabling companies to witness first-hand if users struggle with what they had assumed were easy and intuitive tasks."
"By analysing the results of user’s reactions, travel companies can significantly enhance the effectiveness of their websites and in turn enjoy a high rate of return site visitors, increased sales and reduced pressure on call centres ."
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TUIs Online Booking Conversion Rates Soar Mon, 21 May 2007      Recommended linksFind your next holiday at Travelagents.co.ukSearch for great flight deals Cheap holiday deals Search for hotel accommodation Internet the Preferred Choice for Holiday Research & Bookings Online Holiday Booking A Real Money Saver |
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