TUI UK Increases Online Booking Conversions by 80%

Webcredible usability initiative enhances online experience for TUI hotel and package holiday websites

20th May 2007 – The UK arm of TUI, the World’s largest travel company, has increased online ‘look to book’ conversion rates by 80 per cent, following the re-launch of its hotel bookings website: http://www.thomson.co.uk/thomson/page/ao/home/home.page 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.”

ENDS

NOTES TO EDITORS
For further press information please contact:
Kathryn Cotsworth or Louise Andrews
Wildfire PR
Tel: 0208 339 4420
Email: kathrync@wildfirepr.co.uk / Louisea@wildfirepr.co.uk

About Webcredible: http://www.webcredible.co.uk
Founded in 2003, Webcredible is one of the fastest growing usability and accessibility consultancies, dedicated to making websites easy to use, accessible to all and ultimately more effective. The UK-based consultancy offers a wide range of services, including user-centred design, usability & accessibility testing, accessible web design, an accessible CMS, as well as a comprehensive training programme.

With almost 200,000 monthly website visitors and a long list of global clients in the private and public sector, including T-Mobile, Norwich Union, Powergen, the BBC and the World Health Organization, Webcredible is widely regarded as one of the most respected consultancies in the usability and accessibility industry.

The consultancy brings an unrivalled passion and enthusiasm to their work and their uniquely open and collaborative approach to projects ensures clients can fully understand and contribute to the process while gaining on-the-job training and knowledge transfer.