North America Travel Services

The Brief

North America Travel Services are a well-established agency, offering tailor-made itineraries to both the United States and Canada. They have been in the industry for over 50 years, providing bespoke designer vacations to a variety of travellers.

Following a shift in company management, they were ready to take their business forward in an exciting new direction, to elevate and evolve their brand for 2026 and beyond.

Their current website was absolutely packed with a wealth of content, from travel itineraries they offered, to pages of hotels they worked with. Activities, holiday types, special offers, and more. It was clear they had heaps of knowledge and content available for eager bookers to whet their appetite, learn about the North America and Canada, and ultimately inspire that next big holiday.

But it was clear their website was becoming dated, in both design and structure. As their business grew, they began to out-grow their current style and the structure their current website offered, leading to a borderline cluttered web experience.

Despite this, it was important for North America Travel Services (NATS) that their growth continued. And to keep up with this, they needed not only a new website to manage their wide host of content, but a fresh brand image to help modernise and re-establish their brand for a new generation.

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The Challenge

The initial challenge that came with this project was the scale. Their whole host of content, from itineraries, to hotels, destinations, activities and special offers, required a thought-out management system to best manage their content, and give them room to grow.

The problem with businesses outgrowing their website comes from their increasing catalogues of content not having a proper place to live and be organised correctly. This results in teams relying on current tools and structure, to load new styles of written content. Leading to a cluttered front-end, making it hard for visitors to discover the information they’re browsing for.

We wanted to take this opportunity to build a site that not only improved content organisation but build a site that had the ability to grow with the business. As their portfolio expanded, their website could expand with them.

Along with the scale of this project, NATS also had a focus on efficiency, and how best to manage the level of enquiries they receive through their website, posting into their quotation system, T Profile, where their team then take and transform enquiries from simple quotes to complete bookings.

The website was to feature API development, in which form submissions would post directly into T Profile – removing the need for double data entry the NATS team were currently persevering with.

The Solution

Firstly, to help bring their visual identity forward, we would create NATS a brand-new logo. An elegant wordmark in a serif typeface paired with a contemporary icon, visualising the connection between both the U.S.A. and Canada for their business offering. It helped exude a level of premium quality, with a modern, fresh design to align with their new generation audience.

To manage the scale of content, we made efforts to create better methods of organising their whole collection of content. Destinations would now benefit from a structural hierarchy, allowing them to be organised into regions, states, and locations. Itinerary content was reorganised and redesigned to enhance the browsing experience, allowing visitors to better find the information they required from a glance. From the trip itinerary itself, to inclusions, pricing, and quick facts on the trip, all the content was neatly laid out in a digestible way. And for the content editor itself, organised to clearly state which content belonged in which areas.

Activities were also separated from being lumped into “Itinerary” items, and given their own dedicated editor, providing a clear distinction between the two content types. Inclusions like this would prevent the NATS team from using existing content editors to load alternative content types.

The front-end experience featured improved navigation, allowing visitors to click through destinations of interest and quickly find related itineraries, hotels, activities and offers for each respective location. Pages featured clear-cut CTAs for visitors to get to where they needed to go. From listing featured itineraries to latest blog posts, contact methods and more.

Development to connect to T Profile would also enable form submissions to be directly posted into their quotations platform, cutting out the middleman from re-entering this data, to free up staff time and focus less on data entry and more on converting sales, improving general operating efficiency.

The Result

The finished website left the NATS team immediately impressed.

A fresh design brought their brand image into a new light. Bright, vibrant, and immediately inviting. The comparative look between the old and new site was leaps ahead. This new look would outshine their competitors in the space and give them a strong foot forward into their business evolution. This brand image would also see an immediate roll out alongside the website in offline materials too, showing a complete commitment to the new branding.

On the frontend, the site became a better place to explore, learn, and ultimately submit your interest for the itineraries on offer. Jump between hotels and destinations, to itineraries and activities in a pinch.

The improved backend management system not only gave the NATS team an easier, simpler process when it came to managing their existing imported content, but we’d also left room to grow. The site could grow with them. Should they expand their offering further, our set up would allow for a simpler process when adding the respective controls for the team to load and present new content on their site.

NATS were also impressed with our connections to their T Profile system. Our T Profile plugin made it simpler than ever for the NATS team to pick up web enquiries directly from within T Profile, rather than the website itself. Mapping webform fields to data items in T Profile.

The whole project became one of our biggest to date, and one we are infinitely proud of. Furthermore, this site doesn’t stop here. With plans to include travel agent login access, and connections to their own 3^rd party media library in the future, “Phase 2” is shaping up to be an exciting development for the growth of this business.

Check out North America Travel Services for yourself and let us know what you think.