The UK arm of TUI has increased online ‘look to book’ conversion rates by 80 per cent, following the re-launch of its hotel bookings website in March 2007. The website was redesigned in partnership with usability specialists Webcredible and forms part of TUI UK’s overall online strategy to provide innovative, intuitive and easy to use websites that fulfil all the needs of UK travellers.
Following a four-way pitch, Webcredible was selected by TUI UK to conduct a series of usability testing and expert reviews on the new hotel bookings website, prior to its launch. Following the testing, Webcredible made a number of recommendations to TUI UK, which were implemented in order to maximise the effectiveness of the website and ensure users could quickly and easily look for, select and book a hotel without relying on a brochure. Webcredible also assisted TUI UK in developing a holidays website, which will go live soon.
“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,” said Paul Ramshaw, e-commerce manager, TUI UK. “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 UK’s leading travel portals.”
Trenton Moss, director, Webcredible, 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.”