Destination Websites to Reflect the Needs of Audiences: Perspective from Spain

Turespaña has one of the oldest dedicated DMO websites in the industry, first published in 2000.

Turespaña has one of the oldest dedicated DMO websites in the industry, first published in 2000. In 2019 they took the initiative to research and rethink the site map with the support of over 6,000 surveys, their existing analytics, and current trends.

Turespaña has one of the oldest dedicated DMO websites in the industry, first published in 2000. In 2019 they took the initiative to research and rethink the site map with the support of over 6,000 surveys, their existing analytics, and current trends.

The user studies provided some useful insights. Blanca explains that not everyone looks for the same things, meaning there is a need to adapt content to appeal to the ever-expanding markets that may not have been initially taken into account.

Customisation and personalisation – does the website need to be translated into more languages? Can English be used to reduce management and assets?

Taking the website into account as it is now in 2020, you can see that there was a highly visual approach to this new concept. Improving this visual identity was also a result of studies as well as integrating social media channels to improve SEO. This helped Turespaña develop an understanding of its users at the bottom of the trip-planning funnel.

Design

This new visual identity revolves around attractive photography, which takes into account the current trends in the online travel scene. Photos tend to retain a visitor more than videos, which supported this direction.

New Features and Content Architecture

There were new developments in web navigation, creating interactive maps to clearly display destinations and local attractions alongside downloadable PDF brochures. This involves highlighting culture, restaurants, nature and arts. This is helped by optimising tags to further improve accessibility.

My trip is an application within the website that allows for a more streamlined trip planning process. This has users input their desired assets and get recommended suggested destinations and travel.

The website now has social media integration which has a dedicated panel of user-generated content using external tags on Instagram.

Inspirational articles are being produced more frequently with around 200 pieces being produced in 2020, containing over 500 trip ideas. Informational and practical content is being provided too with 2,500 pages of travel tips, all is more accessible with new, innovative mobile support.

Objectives and Process

Currently, Turespaña has a direct plan of action to achieve the following goals.

These will be achieved by utilising target market research, advertising more versatile destination types, easing the process of curating a customer's journey, optimising SEO and ensuring that the environment itself can satisfy the needs of a customer when they finally arrive.

Key Takeaways

1. Take into account current market trends when considering your online branding to be up to date and in touch with prospective visitors

2. Interactivity and engaging with existing visitors through their social media content can give the brand a more involved, personable image that shows an understanding of market interest

Published on:
December 2020
About the contributor

Blanca Pérez-Sauquillo

Blanca Pérez-Sauquillo is an expert in destination marketing and country branding with more than 15 years of experience. She is the Director of Marketing at TurEspaña.