Luxury Travel
UX/UI Lead
Experience Travel Group
Experience Travel Group
2025
2025
about.
Experience Travel Group is a luxury travel company offering curated holidays across Asia and beyond. Their site had evolved into a dense, blog-like platform, where finding essential information was frustratingly difficult. Our task was to redesign the digital experience so it reflected the premium service clients expect, while making it easier for users to explore, compare and share itineraries.One of the biggest hurdles was retaining the vast blog content for SEO. The blog was the largest part of the site and crucial for visibility, but it also created clutter that made navigation confusing and journeys overly long.
Another key challenge lay in the booking model. Customers cannot book online they must call to finalise and pay for a holiday. Previously, this often led to “cold calls”, where users had little idea of costs or options and were put off by unexpected prices. Our task was to ensure users arrived at that conversation better prepared, with enough clarity to feel in control rather than caught off guard.
We also had to simplify flows, surface pricing and itinerary details, and balance storytelling with functionality all without compromising search visibility.
challenge.
One of the biggest hurdles was retaining the vast blog content for SEO. The blog was the largest part of the site and crucial for visibility, but it also created clutter that made navigation confusing and journeys overly long.
Another key challenge lay in the booking model. Customers cannot book online they must call to finalise and pay for a holiday. Previously, this often led to “cold calls”, where users had little idea of costs or options and were put off by unexpected prices. Our task was to ensure users arrived at that conversation better prepared, with enough clarity to feel in control rather than caught off guard.
We also had to simplify flows, surface pricing and itinerary details, and balance storytelling with functionality all without compromising search visibility.
results.
The new experience (which is currently being created) brought structure and focus to the site. Essential information is surfaced earlier, while long-form blog content is preserved for SEO but better signposted to avoid overwhelming the user. Clearer calls to action now guide users towards the phone call, framed as a concierge service rather than a barrier.
To support that journey, we introduced shareable PDFs, itinerary comparisons and transparent pricing cues, arming customers with the right details to discuss when speaking to the team. Rich imagery and video gave the site the sense of luxury and inspiration it previously lacked, while behind the scenes the CMS was improved to keep content relevant and manageable.
Not every ambition was realised some deeper personalisation features were postponed but the overall result is a site that builds trust, reduces friction, and sets users up for a more confident booking conversation.
