Amplifying the USA as an International Travel Destination

Inspiring Diverse Global Travelers

The USA has so much to offer visitors. How do we inspire travelers from 14 different countries by presenting content that best matches their individual interests?

Personalizing Travel Inspiration

The website’s main role is to spark inspiration and drive users down the funnel to their partnering state and city DMO (destination marketing organization) websites, which support direct booking of attractions and hotels.

When it comes to what travelers look for in a destination, there are cultural delineations between countries—and in turn, each traveler’s interests are different.

From Surfing California to Shopping in New York

Presenting the exhaustive options of what it means to visit the USA can be overwhelming for the user. Showing family experiences to a single traveler, or adventure sports to someone who only wants to relax, is neither relevant nor able to transform digital users into potential visitors.

Our research, alongside the client’s data, showed early in the project that personalization should become a major focus.

Beyond defining the clearest navigation possible, offering appealing contextual circulation options, giving access to filters and an optimal predictive search tool—we worked to adapt the user experience as much as possible, in order to showcase user-relevant content.

Using a personalization engine (Acquia Lift for Drupal) and a consistent global taxonomy, we were able to design flexible and modular pages that rearrange content dynamically. Content would adapt depending on the user’s interests and behaviors, being informed by every browsing session and personalizing over time.