Staying up to date with latest destination website trends is hard, especially as things change fast. To help, we have sourced examples that illustrate eight key website trends and how destinations are utilising them to deliver a great customer experience on their platform. So if you need to re-design or re-work your destination website or are simply interested to see what is out there, we have sourced some great examples to show where things are moving in the destination space.

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Here at the #DTTT, we are really excited to see how destination websites are putting content and storytelling at the forefront of the user experience and product messaging. What started out with a DMO website being focused on showcasing its brand has now shifted towards communicating the offer in a more experience-driven manner, also taking into consideration the power of tapping into overarching themes and megatrends such as personal fulfilment. Those destination websites that put the consumer at the forefront of everything they are doing succeed by delivering on user expectations, combining outstanding content with a unique brand, product and functionality.

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Website Trends

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While no destination website is perfect, it is interesting to reflect on eight key website trends to identify where there are opportunities for your destination to deliver better on the brand experience, inspire through innovative content or embrace new styles and techniques. Based on an extensive destination website benchmark, we have identified the following trends and game-changers in the destination website world:

• Personalisation
• Visitor Experience
• Experiential Content
• Maps and Regional Product
• Trip Planning
• Search
• Chatbots & Automation
• Data & Intelligence

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