New - York Website!

As the 7th most visited city in the UK attracting 8.4 million visitors a year, Visit York needed a website that could offer a personalised experience for each and every visitor.

The Problem

We were tasked by the Make It York team to revamp and revitalise the Visit York leisure tourism website. Situated halfway between London and Edinburgh and, with the glorious Yorkshire Dales, North York Moors and Wolds right on the doorstep, York is unlike any other English city. It was even voted the best place to live in the UK by the Sunday Times. The previous website received in excess of 115,000 visitors per month but once you arrived on site, the customer journey was confused and disjointed. Not only did the team need a robust and flexible system that could handle a large volume of traffic, but the on-site user experience urgently needed to be improved through an improved user journey, increased levels of personalisation, better structure of information and additional tools which would aid user discovery, to help drive the growth and value of tourism in the area.


The Solution

Our DestinationCore Enterprise platform was the clear answer to Visit York’s problems.

Not only has the website had a complete redesign to improve the look and feel but it now also offers improved functionality and a brand new and enhanced itinerary building capability that allows visitors to share their created itineraries online.

The audience demographic changes monthly as York is a city of festivals with a continually evolving offer. This means that it was important that the website was dynamic and could be updated regularly with content for specific audiences for specific events/festivals/seasonality.

Visit York now offers a seamless integration with one of DestinationCore’s key partners, TXGB. This booking service allows businesses to link their products directly to this national booking platform, making it easier for visitors to book their entire visit via one website rather than multiple sites – and in the process, driving up one of the top KPI’s for the site; an increase in overnight stays.

Utilising the Google Ad Manager platform integration, Visit York can now generate their own advertising revenue on site, whilst at the same time providing added value to members through increased visibility and exposure.


What the client said

Our new website is designed to enhance the experience for both visitors to the city and the local businesses that use our platform to showcase themselves. The itinerary planning tool and improved booking system have all been designed to create a ‘customer first’, fully responsive experience. We are continually looking for ways to keep the city ahead of its competitors and to provide a first-class digital experience, on top of a world-class real-life experience, for every visitor.

Ashley Young, Senior Marketing and Communications Manager at Make It York

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