|
SUMMARY
|
Recently, the city of Biarritz launched a new website that aims to concentrate all information for its visitors under a single web address. This project, which addresses various needs, is part of a dynamic to improve the user experience for vacationers, conference participants, and tourism professionals. In this article, we will explore the motivations that led to this initiative and the expected benefits for the destination.
À lire Discover the smallest river in France at the heart of one of Normandy’s gems
A necessity in the face of an outdated site #
The previous website of the Biarritz tourism office, launched in 2011, had become outdated. Although regularly updated, it suffered from its complex architecture, bringing together three distinct supports: tourism, conferences, and a blog. This diversity sometimes made the search for information chaotic. Geneviève Fontaine, CEO of “Destination Biarritz,” emphasizes that one of the main objectives of the redesign was to “unify all of this under a single URL” to facilitate access to information.
A response to different visitor profiles #
The new platform targets several user profiles. First and foremost, it aims at external visitors, whether they are local or from other regions, seeking to prepare a stay in Biarritz. For these tourists, practical information, itineraries, and activity recommendations are essential.
Next, the site also addresses the residents of Biarritz, or Biarritz residents, who want to stay informed about activities, events, and shows organized throughout the year, with the option to book online.
Finally, tourism professionals find a space designed specifically for event organizers. The site incorporates practical tools such as virtual tours of various locations managed by the tourism office, such as Bellevue, Iraty Hall, municipal casino, and Gare du Midi, as well as a complete directory of service providers.
À lire the United States issues a travel warning for Pakistan following a drone attack in India
A modernized graphic identity #
The graphic identity of the new site has also been rethought to attract the attention of internet users. Ludivine Blanchard, web marketing consultant, worked on aesthetic elements such as larger images and elegant typography. Each section has been updated with enriched content and its presentation has been divided into four seasons.
This seasonal approach is strategic: it demonstrates that the attractions of Biarritz are not limited to summer. The site also highlights initiatives related to sustainability, thus meeting the growing expectations of visitors concerned about the impact of their tourism choices, notably through services such as bicycle rentals.
Data collection and updates #
One of the major challenges of this redesign was the collection of data concerning the various actors in tourism in Biarritz, including restaurants, hotels, bicycle rentals, and surf schools. The goal was to provide accurate and updated information on each establishment, such as hours, rates, and payment methods.
Aurélia Mathieu, communication manager for the tourism office, specifies that this foundational work is crucial to ensure an enriching experience for users. The update of data will be an ongoing process, supported by the collaboration of professionals in the sector.
À lire When SNCF faces the laughter of its competitors: a look at rivals and their destinations
Investment and expected results #
To carry out this redesign, a budget of 30,000 euros has been allocated. Ludivine Blanchard emphasizes that this investment should not be perceived as a fixed cost, as the site has been designed to allow future developments without requiring a complete technical overhaul.
With results already visible, after one month of use of the new site, the browsing time of visitors has increased by 60%, indicating a more attractive and relevant content for users. These results presage a potential success in showcasing Biarritz as a prime tourist destination.
