Tourism has a unique ability to foster understanding and connection between people. By facilitating cultural exchange, tourism can break down stereotypes and build bridges between different cultures, fostering empathy and tolerance.
Tourism has a unique ability to foster understanding and connection between people. By facilitating cultural exchange, tourism can break down stereotypes and build bridges between different cultures, fostering empathy and tolerance. Following a three-part approach, we were commissioned by the Holy Land Incoming Tour Operators Association (HLITOA) to improve their digital presence to attract Fully Independent Travellers (FITs). This process included a brand and digital audit, website development and establishing a comprehensive marketing plan.
Brand & Digital Audit
Through desk research, we sought to gain a comprehensive understanding of the characteristics, motivations and travel behaviours of FITs. With religious travel a key segment targeted by HLITOA, we collected data about the most popular cities, attractions and tours in Jerusalem and the West Bank. These locations were used for a sentiment analysis based on TripAdvisor reviews to identify the region's key selling points and pain points, alongside a demand audit which identified key statistics on tourism performance in Palestine, persona creation and keyword analysis. This market-specific information was supported by the identification of six leading trends shaping the future of tour operators:
Authentic Automation: Chatbots are becoming increasingly prominent across the tourism sector. However, responses need to sound human and remain on-brand to maintain comfort levels with these digital communications.
Pause on Scrolling: Screen time is being taken more seriously, with travellers becoming more selective with the platforms they use.
Gaming: Brands are creating playable ads, products and services that are geared towards the gaming culture.
The Sustainable Traveller: There is a strong commitment among travellers to reduce their carbon footprint and it should be easy for them to find a way to do it during their trips.
Women are Leading the Way: More women are deciding to venture alone - much more than men - or accompanied to visit new destinations.
Hidden Gems: Visitors look for unique experiences. They don’t want to only visit the most popular places; they want to go where others don’t go.
To better understand the operating environment, weconducted an audit of HLITOA's digital presence, considering their communication objectives, brand, digital presence, platforms and performance. This analysis identified the strengths and weaknesses of the existing Yahalah.com website. Strong above-the-fold content and a well-designed tour search feature were identified as assets for travellers looking for inspiration, but the absence of interactive elements and slow page load speed were noted as serious issues that needed addressing to drive conversion. As such, it was determined that a redesign was required to optimise HLITOA's web presence.
With this in mind, we analysed digital interactions on tour operators' websites and platforms. Our team of researchers identified best practices and conducted digital benchmarking to identify their respective levels of adaptability, diversification, creative application, sustainability and digitalisation. This focused on reviewing these websites across all phases of the digital user journey in terms of their design, functionality and user experience, with a particular reference to their ability for personalisation, reviews and bookings. Alongside this, we examined the booking and chat technology providers integrated into these platforms, contrasting their key features and financial models.
Web Design
During the next phase of the project, we developed a new and refreshed website that reflected all the research from the audit. Considering the entire user journey to ensure a seamless digital experience for visitors to the website, ourfirst step was to develop a clear strategy for creating a distinct brand to grow HLITOA’s experience offering through a digital-first approach. This involved working with HLITOA to create a new end-to-end website experience that would inspire and convert FITs to book their trips. Recognising a gap between the Yahalah brand in target markets such as Europe, Asia and North America, a new brand name - PalestineUnveiled - was proposed to more clearly highlight HLITOA's unique offer, using the country's national bird, a Palestine sunbird, as an emblem.
A new web design was produced, with components that could be used across marketing channels to ensure brand consistency. New content was written and uploaded to the new website to optimise SEO to boost discovery and inspire travellers to explore the rich heritage of East Jerusalem and the West Bank. In addition to practical information about HLITOA's tours, detailed product tagging was added to ensure content searchability. Culinary heritage experiences were added through a partnership with Dine in Jerusalem, while HLITOA's values were more clearly outlined with a spotlight placed on local guides. With the richness of content essential to the success of PalestineUnveiled, we developed a blog that showcases hidden gems and goes in-depth into sustainability, arts and culture and culinary heritage in Palestine.
Supporting inspiring content and digital discoverability, Bókun was integrated to enable bookability. This provided several advantages for HLITOA, including the ability to sell tours directly on their website, manage bookings and inventory, collaborate with other suppliers and use trusted payment gateways. Similarly, to enable the curation of bespoke tours, Typeform was integrated to seamlessly deliver a short survey for potential travellers and capture all necessary information.
By selecting Webflow as a no-code development portal, the ease of use was a key consideration from the earliest stage of development. Following the comprehensive website development process, HLITOA were provided with training to ensure the long-term success of the platform and to share tips for optimising daily operations, maintaining the platform and implementing ongoing content updates as well as guidelines in terms of photography.
Marketing Strategy
Combined with the launch of the new website, we developed a marketing plan for HLITOA. With a vision to be seen as "The Provider of the Most Unique Curated Experiences to Jerusalem, the Holy Land and the Wider Region", 3 elements are essential to HLITOA's offer:
Customisation: The ability to provide customers with tailored tours and activities at their request.
Experiences: These are at the centre of the value proposition.
Curious Travellers: Targeting travellers who desire different and bold experiences when travelling.
While the website is the centre of the digital strategy, we proposed a multi-channel marketing approach that encompasses a mixture of organic and paid promotion. Delving deeper into channel-specific approaches, leveraging social media and influencer marketing are key, with Instagram identified as the primary social channel for reaching FITs and showcasing the premium image of HLITOA's experiences, while Facebook is well suited for targeting visitors interested in religion. Complementing this awareness raising on social media and through PR, email marketing will drive consideration through retargeting. With the need for regular and impactful content to drive curiosity, this marketing strategy is based on an always-on approach to inspire curiosity and tap into key moments throughout the year.
Tourism has a unique ability to foster understanding and connection between people. By facilitating cultural exchange, tourism can break down stereotypes and build bridges between different cultures, fostering empathy and tolerance. Following a three-part approach, we were commissioned by the Holy Land Incoming Tour Operators Association (HLITOA) to improve their digital presence to attract Fully Independent Travellers (FITs). This process included a brand and digital audit, website development and establishing a comprehensive marketing plan.
Brand & Digital Audit
Through desk research, we sought to gain a comprehensive understanding of the characteristics, motivations and travel behaviours of FITs. With religious travel a key segment targeted by HLITOA, we collected data about the most popular cities, attractions and tours in Jerusalem and the West Bank. These locations were used for a sentiment analysis based on TripAdvisor reviews to identify the region's key selling points and pain points, alongside a demand audit which identified key statistics on tourism performance in Palestine, persona creation and keyword analysis. This market-specific information was supported by the identification of six leading trends shaping the future of tour operators:
Authentic Automation: Chatbots are becoming increasingly prominent across the tourism sector. However, responses need to sound human and remain on-brand to maintain comfort levels with these digital communications.
Pause on Scrolling: Screen time is being taken more seriously, with travellers becoming more selective with the platforms they use.
Gaming: Brands are creating playable ads, products and services that are geared towards the gaming culture.
The Sustainable Traveller: There is a strong commitment among travellers to reduce their carbon footprint and it should be easy for them to find a way to do it during their trips.
Women are Leading the Way: More women are deciding to venture alone - much more than men - or accompanied to visit new destinations.
Hidden Gems: Visitors look for unique experiences. They don’t want to only visit the most popular places; they want to go where others don’t go.
To better understand the operating environment, weconducted an audit of HLITOA's digital presence, considering their communication objectives, brand, digital presence, platforms and performance. This analysis identified the strengths and weaknesses of the existing Yahalah.com website. Strong above-the-fold content and a well-designed tour search feature were identified as assets for travellers looking for inspiration, but the absence of interactive elements and slow page load speed were noted as serious issues that needed addressing to drive conversion. As such, it was determined that a redesign was required to optimise HLITOA's web presence.
With this in mind, we analysed digital interactions on tour operators' websites and platforms. Our team of researchers identified best practices and conducted digital benchmarking to identify their respective levels of adaptability, diversification, creative application, sustainability and digitalisation. This focused on reviewing these websites across all phases of the digital user journey in terms of their design, functionality and user experience, with a particular reference to their ability for personalisation, reviews and bookings. Alongside this, we examined the booking and chat technology providers integrated into these platforms, contrasting their key features and financial models.
Web Design
During the next phase of the project, we developed a new and refreshed website that reflected all the research from the audit. Considering the entire user journey to ensure a seamless digital experience for visitors to the website, ourfirst step was to develop a clear strategy for creating a distinct brand to grow HLITOA’s experience offering through a digital-first approach. This involved working with HLITOA to create a new end-to-end website experience that would inspire and convert FITs to book their trips. Recognising a gap between the Yahalah brand in target markets such as Europe, Asia and North America, a new brand name - PalestineUnveiled - was proposed to more clearly highlight HLITOA's unique offer, using the country's national bird, a Palestine sunbird, as an emblem.
A new web design was produced, with components that could be used across marketing channels to ensure brand consistency. New content was written and uploaded to the new website to optimise SEO to boost discovery and inspire travellers to explore the rich heritage of East Jerusalem and the West Bank. In addition to practical information about HLITOA's tours, detailed product tagging was added to ensure content searchability. Culinary heritage experiences were added through a partnership with Dine in Jerusalem, while HLITOA's values were more clearly outlined with a spotlight placed on local guides. With the richness of content essential to the success of PalestineUnveiled, we developed a blog that showcases hidden gems and goes in-depth into sustainability, arts and culture and culinary heritage in Palestine.
Supporting inspiring content and digital discoverability, Bókun was integrated to enable bookability. This provided several advantages for HLITOA, including the ability to sell tours directly on their website, manage bookings and inventory, collaborate with other suppliers and use trusted payment gateways. Similarly, to enable the curation of bespoke tours, Typeform was integrated to seamlessly deliver a short survey for potential travellers and capture all necessary information.
By selecting Webflow as a no-code development portal, the ease of use was a key consideration from the earliest stage of development. Following the comprehensive website development process, HLITOA were provided with training to ensure the long-term success of the platform and to share tips for optimising daily operations, maintaining the platform and implementing ongoing content updates as well as guidelines in terms of photography.
Marketing Strategy
Combined with the launch of the new website, we developed a marketing plan for HLITOA. With a vision to be seen as "The Provider of the Most Unique Curated Experiences to Jerusalem, the Holy Land and the Wider Region", 3 elements are essential to HLITOA's offer:
Customisation: The ability to provide customers with tailored tours and activities at their request.
Experiences: These are at the centre of the value proposition.
Curious Travellers: Targeting travellers who desire different and bold experiences when travelling.
While the website is the centre of the digital strategy, we proposed a multi-channel marketing approach that encompasses a mixture of organic and paid promotion. Delving deeper into channel-specific approaches, leveraging social media and influencer marketing are key, with Instagram identified as the primary social channel for reaching FITs and showcasing the premium image of HLITOA's experiences, while Facebook is well suited for targeting visitors interested in religion. Complementing this awareness raising on social media and through PR, email marketing will drive consideration through retargeting. With the need for regular and impactful content to drive curiosity, this marketing strategy is based on an always-on approach to inspire curiosity and tap into key moments throughout the year.
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