Travelocity Launches Dramatic New Site Design

18th Sep 2002

Online travel experts,, have revealed a
brand new site design, which follows an intensive nine month re-modelling
project for the UK company. 
This is the first time the UK site, launched in
1998 as an offshoot of the highly successful U.S. site,
undergone such a major overhaul, with exciting new developments in
product and tone.

The changes to the site
are dramatic.  With a fresh and updated
of their target audience obtained, through extensive consumer usability
research, strategic development, and brand positioning,
displays an enviable new home page with a clear, clean and sharper expression
the brand, confidently featuring favourite destinations in an aspirational

The improved functionality of the new site means last minute fares will be
quicker to access than ever before, customers will be able to choose fully
inclusive car hire, provided by Holiday Autos as well as standard pricing
50 further car rental companies and hotel mapping will also be available on
major European cities as well as Canada and the USA.

The new site look , which is part of an extensive integrated marketing
campaign, has been led by Travelocity UK`s new marketing director Charlotte Harper
, who is determined that the UK company will set the standard for
Travelocity`s aggressive growth across Europe.

Charlotte Harper commented; “As the online travel industry has matured,
Travelocity UK was in danger of losing touch with its most important asset - its customers.  We needed to take steps to keep pace with our audience`s
changing expectations and to start talking in their language, so we could
provide a distinctive and online identity just for them.  It`s not
about providing more; it`s about providing exactly what they want”.


Continued Harper; “Customers in our focus groups have responded very
to our new tone of voice, design style and message.  Our bold changes will
ensure we continue to be one step ahead of our competitors in terms of both

product and service. The new site is quick, slick and easy to use - not to
mention visually impactful.  This is just the first step in elevating
Travelocity to the forefront of this fast moving market.”

The marketing campaign commences September 16th for a 10 week period and
includes print, radio and online advertising as well as sandwich bags in
London area.  Advertising will also appear in selected Scottish media. 
Related stories on ITN:

(11/07/2002) Reports 175% Increase in Ticket Sales

(15/05/2002) Delivers Personalised Fare Watcher




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