Redefining the Look of Queer Travel
Peter Pasco
Overview
Bestmates Travel is a relatively new travel company that centers queer travelers. The company needed a new website to better reflect its brand as a modern company with a vision to redefine queer travel.
Launched in September 2024, the new site simplifies the user experience by introducing the Bestmates brand to users and driving them to a form to initiate their next travel booking. The site also incorporates new branding, including new typography, colors, and photography, to give it a more aspirational yet accessible feeling.
Additional services provided
Copywriting, SEO, Brand Strategy, Art Direction, Automation Consulting
Redesigned Architecture
One of the goals was to funnel prospective clients to view content about featured destinations and upcoming group trips organized by Bestmates. This was achieved by reorganizing navigational tabs to focus on Destinations, Trips, and About, adding an opportunity for users to better understand what Bestmates is and its values.
Inclusive Language
As a company aimed at connecting queer travelers with top-notch queer-affirming travel experiences, we refined the tone of voice and copy throughout the site. The new language feels more inclusive, elevated, and a bit cheeky.
CMS-Enabled Group Trips
Group Trips are a key part of Bestmates' business strategy. The company believes in the importance of building community through group travel experiences.
Throughout the site, group trips are featured through CMS-enabled modules and pages that update dynamically. This offers a low-maintenance and scalable solution that drives traffic and business growth.
Front App Integration
The team at Bestmates may be small, but they've tapped into a stack of cutting-edge apps and platforms to work smartly. Included in their stack is Front, a web-based platform that consolidates messages across multiple platforms, including Gmail, Instagram, Facebook, and WhatsApp. Front has it's own native chatbot that was integrated into the Bestmates website offering users another option to quickly communicate with one of the advisors at Bestmates.
Upcoming Features
The new Bestmates website will continue to evolve as the company's business scales up. More content is expected to be added to the site to drive inbound SEO traffic; smarter and more sophisticated workflow automations will be integrated to expedite onboarding leads; and a client portal will be built out where they can manage their trips, travel preferences, and other client details for a more seamless experience.
Live Website
