World Travel & Tourism Council
World Travel & Tourism Council Digital Platform
The World Travel & Tourism Council (WTTC) is the forum for business leaders in the Travel and Tourism industry. With Chief Executives of some one hundred of the world’s leading Travel and Tourism companies at its Members, WTTC has a unique mandate and overview on all matters related to Travel & Tourism. WTTC was established during the late 1980s by a group of worldwide industry leaders who realised that the travel and tourism industry was not recognised as the largest industry in the world, and the biggest provider of jobs. This realisation lead to industry CEOs establishing a forum for business leaders in tourism and travel, creating unity in fragmented industries. Today, WTTC’s members from the international business community work together primarily to raise awareness of the travel and tourism industry, expand markets in accord with the environment, and decrease barriers to industry development.
In 2013, following a competitive pitching process Lightmaker were awarded the contract to redevelop www.wttc.org. WTTC are an ambitious organisation who recognised that Lightmaker could refresh their existing website in order to grab the attention of prospective members and maintain engagement with their existing audience. WTTC had 4 main objectives for the project; reputation, credibility and thought leadership, acquisition and engagement, operational efficiency and digital excellence.
A new platform for business leaders in the Travel and Tourism industry
Lightmaker conducted a period of immersion, stakeholder research and wireframing resulting in a brand new design. We also delivered an entirely new content management system, allowing WTTC’s content team to add new pages and ultimately achieve greater efficiency. Finally, Lightmaker worked with WTTC’s other marketing and communications providers to integrate WTTC’s authored press releases and to launch multiple language versions of the website. The site has been live for just over 12 months, during which time Lightmaker have continued to provide consultancy and technical support. Recently, a new section of the website was launched called “Social Stream”, enabling WTTC to showcase some of their social media content. In 2015, Lightmaker plans to launch personalised content and account areas for members.
Since the launch, site traffic has continued to grow with overall visits up by over 5%. Unique visitors have also increased by almost 10%. The site has gone from strength to strength with Q4 expected to perform even better; a trend we hope to see continue for 2016.