YHA is to redesign its Web site making it more user-friendly and accessible while increasing online revenue.

YHA has set itself objectives of acquiring more online customers while at the same time controlling marketing costs. The new Web site will be fully compliant with accessibility guidelines, meaning that the site will be completely user-friendly for all, including those with visual impairments.

“YHA offers flexible, quality accommodation at excellent value in great locations all over the UK: we need a Web site that communicates such an attractive offer,” explains Duncan Simpson, Head of Communications, YHA. “YHA has decided to overhaul its Web site to directly challenge the sometimes poor market perception of hostelling which arises from a misunderstanding of what YHA represents.”

YHA has appointed Reading Room to design the new site.  Reading Room is a leading digital communications agency with a particular focus on user experience.  Reading Room is charged with shifting the negative perceptions of hostelling to match the realities and will target existing members, youths (aged 16-24) and young families.

“YHA requires a highly complex transactional site that delivers targeted and personalised content and is fully integrated with back end systems.  Reading Room is working with YHA on the online communications strategy and advising on the way that technology can support this strategy. This is an incredibly interesting project that will significantly enhance YHA’s online business,” said Margaret Manning, CEO, Reading Room.

YHA have chosen Tridion to provide the Content Management system for the Web site and will work with Tridion to create a site capable of maintaining brand consistency across hundreds of web pages while being quick, easy and flexible to update.  Tridion’s software also facilitates the e-DM and outbound messaging aspects of the marketing campaign.

“YHA has a highly appealing service to offer its customers and Tridion’s effective content management system can help ensure that online information is always consistent, up-to-date and accurate throughout the organisation’s operations across the UK,” said Terry Hall, Sales Director, UK & Ireland at Tridion.

YHA’s new site will be delivered in phases, with phase one expected to launch in December 2006.
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