Travel Agent Magazine is the leading publication serving travel professionals and has been the established leader in the travel trade for almost a century. Travel Agent Central was in a time of transition when they first contacted Vibation. They challenged us to make their website more than just an online version of their three print magazines. We were asked to not only make the print content more easily accessible, but expand the score to include web-exclusive content.
Our various engagements with Vibation have consistently combined information architecture and design talent with project professionalism. When we were redesigning one of our key websites, TravelAgentCentral.com, we used Vibation to create an audience-centric architecture and very appealing design. They laid out a schedule that clearly stated their tasks and ours, ensured we stayed on track, and delivered on-time and on-budget. Vibation provided a high-quality product with no unwelcome surprises.
Bernadette St. John - Project Director, Digital Media Group - Travel Agent Central
Finding Content
At Vibation we base the information structure on the objective the users are trying to achieve. In addition to accessing the latest that TAC has to offer, the users want to find ways to meet the needs of their clients. We crafted a tagging system that allows content to be accessed through multiple channels on the website. Content items exist in the system independent of the site structure. For example, an article about ski resorts in the Alps will appear in the Europe area of the destinations section, the accommodations area of the supplier information section, and the Ski Adventure area of the Trip Types & Activities section. In addition the tagging system allows users to access different content types like blog posts, deals, news, articles, and videos from each area of the site, such as "golf travel". We also defined the rules of a related content algorithm so that from every story page there was relevant related content. This is essential for users who come directly to a story from search engines to lengthen the users stay at the site.
Deals
Travel deals are an essential tool that travel agents use to sell to their clients. Travel deals are unique in that they are both advertisements and content. We designed a new system for presenting deals that would better serve travel agents and the advertisers. One way we changed the deals presentation was by including them along with articles and news so they would be accessible from the granular architecture used elsewhere. The deals are now sortable by category and users can subscribe to RSS feeds of any particular deals section they are interested in and also have the option to subscribe to all deals.
Social Media Strategy
A social media plan consists of three primary components: publishing, sharing and networking. Being an extension of a magazine, TAC's strength is in publishing quality content. We designed a system that encouraged users to share with the world and each other. Built into all deals, news, articles, and video pages are social bookmarking tools so users can share content. Every page contains the ability for users to rate, so users can add their judgment and leverage their peer's view to filter the most important content. In the industry travel agents are proud of their knowledge and are eager to share with their peers. The comments system allows users to voice their response to articles and share their voice.
Leveraging the Expertise
As another aspect of the sharing strategy, Vibation developed the concept of travel agent tips to leverage the experience of the travel agents that visit the site. Like all professionals, travel agents are proud of the experience and expertise they have. The tips functionality is designed to poll the audience to develop best practices for travel agents on various topics. TAC editors seed an article on a topic, such as thank you gifts for clients, then users have the opportunity to contribute. The responses can be voted on, so users can see the best travel agent advice on a given topic. The tips allow users to feel proud of the knowledge they contribute and to learn from the experience of their peers in a structured environment.
Building a Personal Relationship
For TAC the most important aspect of the networking plan was building relationships with readers. Magazines are, by their nature, one-way communication. To help build an active community, the editors and contributors need to be viewed as accessible. We defined a blog strategy to begin opening the dialogue between users and TAC staff. Instead of always reporting what happened, the blog opened a dialogue to allow readers to influence upcoming content. This gives users the power to shape the direction of content and gives the editorial staff the confidence that they are meeting the needs of their reader base.
Bridging Print Design to Web
The newly designed magazine and online strategy meant a new look for the site was needed. There are advantages to print and advantages to web, but they aren't often the same. Vibation started by borrowing visual elements that would be recognizable from the magazine and then made them web friendly. The design stays in the same family but gets its own unique look. The site design is kept clean and simple so that the large volume of information that is delivered isn't overwhelming to the visitor. The design allows for maximum design flexibility while maintaining design integrity.
THE RESULT - Giving User's a Voice and Getting Results
The resultant website honored the new look and feel of the print magazine while still behaving like a website. The design is flexible enough for the web team to maintain it with ease, while keeping the elegant, clean and sophisticated look intact. After the website launched in April 2008 unique visitor traffic to Travel Agent Central grew by 32% in just one year. The new website design and information architecture contributed to the tremendous increase.
About Travel Agent Central - Travel Agent Magazine (www.travelagentcentral.com) is the leading publication serving travel professionals and has been the established leader in the travel trade for almost a century. By keeping in touch with agent needs, and boasting the largest circulation of any trade magazine, Travel Agent has consistently evolved and led the way for readers and marketers alike. Publishing every two weeks in print, supplemented with substantial daily, and weekly online delivery of news, supplier profiles, destination guides, marketing/sales programs, and educational material, Travel Agent's portfolio of print and online products provide agents the tools in ways agents can use to sell more travel, more effectively.