An already busy year for Lonely Planet has taken another step with the launch of a new website.
The travel guide brand is putting its efforts this time to improving the user experience of the site so that users are moved around the site easily through different "discovery, inspiration and trip planning" phases.
The idea is that with better-placed and appropriate content, alongside and new UEX, Lonely Planet will be able to improve engagement, conversion rates on the products it sells and boost loyalty to the brand.
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Essentially, users will be identified the moment that they start browsing or using different tools so that content and other elements will be personalized to that particular session.
The new site comes just five months after the appointment of a new CEO, Luis Cabrera, who has also already been at the helm for two acquisitions made by the company.
Lonely Planet acquired TRILL Travel in April, an artificial intelligence-driven travel marketplace that turns Instagram posts into bookable experiences. Terms of the deal were not disclosed.
Destination content specialist, ArrivalGuides, was also snapped up in February - giving Lonely Planet the opportunity to push into B2B relationships elsewhere in the industry.
Cabrera says: "We are highly focused on offering not only the best content for our travellers, but the best place for that content to be accessed and experienced.
"We recognize that travel needs change from person to person, moment to moment. This approach will allow us to go where no other travel brand can go."
Acquia, a digital agency, was hired to carry out the work on the site.