Wilderness Safaris B2C/B2B Website

The world’s foremost ecotourism operator, Wilderness Safaris, relies on its digital platform to emphasise the company’s position as a luxury travel brand. From a business perspective, the site must also function as a workhorse that increases bookings by better identifying target audiences and responding to their needs while on the Wilderness site, driving repeat bookings, and clearly demonstrating the return on investment throughout the customer journey.

This last point is a unique challenge given that the high value of the product means a customer journey can take over a year to complete.

Areas of Expertise

• Strategy & data
• Customer experience/persona strategy
• Brand & campaign
• Website development

Execution

During the research phase of the project, we determined that even Wilderness Safaris, a world leader in ecotourism, was missing the mark in terms of providing information regarding both the African experience in general and the Wilderness experience in particular. This was a key barrier to sales conversion.

BNRY devised a three-layer consumer content model to solve these problems, including inspiring, exquisite video and still imagery, detailed packing lists, FAQ and other content that provides prospective travellers with the confidence to select Wilderness over other operators.

We added another layer of agent-targeted, technical information to support the B2B sales process and generate more leads. It is now easier for agents to navigate to the specifics of the correct Wilderness property, respond to consumer questions, and share sections of the site with anyone interested.