Munro’s Travel was established in 1903 and are one of the largest independent travel agents in the UK and currently employ over 60 highly trained staff. They have a client base of over 300 organisations including a 50 year relationship with the energy sector and are synonymous with the travel industry in Aberdeen since 1903. Munro's pride themselves in tailoring its working hours around client’s requirements to ensure they are available when needed.
They are fully licensed by the International Air Transportation Association (IATA) and the Association of Train Operating Companies (ATOC). They are also an active member of the Guild of Travel Management Companies (GTMC) and the American Express Alliance Programme.
What we did
As with a lot of our website clients, Munro’s were expanding and wanted to upgrade and enhance their website. They wanted to include more information across more sections and embed videos and pictures too.
The Intellicore and Munro's teams got together and drew up a list of business objectives:
- Improve overall aesthetic for a more engaging brand story
- Improve overall site architecture and navigation for a stronger user experience
- Create a more dynamic product and service story through content relationships
- Reorganize and expand current blog for enhanced search and browse-ability
- Drive lead generation through a more conversion-focused design
- Implement a fully responsive solution backed by a powerful CMS
The new website would be strong on the branding and content, the Munro's team were keen on highlighting as much information in the 'What We Do' section. The Intellicore team did not want to create a primary menu that was jam packed with drop-down options that would pollute the new website aesthetics. The team also wanted to make the paths of conversion stand out more and drive potential customers to home in on the call to action.
The new Munro's travel website has a defined visitor pathway navigation for potential and existing customers. The navigation is straightforward and groups the content into a cleaner architecture.
The overall goal for this website redesign project was to fully revamp the site content and structure to highlight the sectors that Munro Travel cover, while de-cluttering the complete content experience. The development team needed to create a new architecture to help potential customers easily move through the funnel and increase web inquiries.
The benefits following project completion
The new Munro's Travel website is polished and modern, and feels more on-brand with the rest of the marketing collateral and social media channels. The menu and content areas give new and returning visitors straightforward access to key content. The redesigned news section areas are a much stronger testament to Munro's Travel as a company and adds to the companies continued credibility within the travel and energy industries.
"We worked very closely with the Munro's team to ensure that they were happy with the wireframe on which we built the foundations of the website. Our goal was to ensure that the design lead traffic from the landing page, all the way through Munro's online sales funnel, to a strong call-to action that drives high-quality enquiries. It was a great project for us to partner with Munro's."
Barry Booth, CEO, Intellicore.