Aruba Tourism Authority
Taking Aruba to New Destinations
Creating a Higher-Performing Website by Rethinking, Redesigning, and Re-Platforming a Global Dot-Com.
Launched in April of 2018, the new site has yielded:
+280% session duration
+19% page views per session
+39% mobile traffic
+250% planning/booking tool engagement
We Identified Opportunities via Personas and Journeys
We distilled primary and secondary research findings into clear, jobs, pains and gains-based personas and mapped the journey across the entire dreaming, planning, booking, on-island and return experience for each. Among other insights generated, our work made it clear that personalized content at key touchpoints was a must and the approach to 3rd-party, local partner content integration needed to be rethought.
We Made a Dot-Com Worthy of the Destination
We designed a fully-responsive site that reflected the island itself: beautiful, easy-to-navigate and loaded with incredible things to see. Through immersive video, locally-flavored content and clear paths to booking, we made it easy for travelers to discover and plan their trip to an authentic and welcoming Aruba.
We Made it Personal and Personalized
We built the MyAruba planning tool, an easy way to explore and save places & activities, and create custom itineraries to share with fellow travelers and use on the island. And we tapped our personas and site interactions to surface and suggest activities and content tailored to each visitor’s interests.
We Devised a New Content and Marketing Platform
As part of the new site launch, we re-platformed on a BloomReach CMS. The new platform enables personalized recommendations, multi-lingual content, responsive images and workflows that manage in-market teams spread all over the globe – all designed in a decoupled model that drives the new dot-com and Aruba’s marketing efforts across all digital channels.