Escape has unveiled new user experience enhancements and stronger solutions for clients on escape.com.au.
News Corp Australia has been investing in Escape over the past two years and aligning everything the brand does to the consumer journey of dreaming, planning and booking.
Anchored in the planning phase, the latest development of escape.com.au provides users with the ability to save content into custom itineraries, using member preferences and browsing behaviour to surface AI powered recommendations. These context driven suggestions of activities, places to eat and stay, are combined with essential destination advice and curated tips from Escape’s expert contributors.
Enhancements also include an improved intelligent search system that allows for easy filtering by preferences, interests and travel type plus new ways to explore the world by activities as well as destinations, providing all the tools needed for consumers to plan for their next holiday.
Editorial director of premium food and travel, editor-in-chief of Escape Kerrie McCallum said: “We have been growing the escape.com.au audience over the past year and building capability for consumers ready to return to planning holidays.
“To deliver these new capabilities we’ve rebuilt the website to help our audience plan more easily. Whatever their holiday needs, desires or destinations of choice, they will be able to surface a wealth of information and inspiration throughout escape.com.au.
“Consumers can explore by interest, experience, budget or place, and get all of their pressing questions answered with up-to-the-minute travel advice while they’re at it.
“Every decision we have made with the rebuild has been informed by extensive consumer research and multiple rounds of user testing, ensuring our content strategy and user experience work in unison to build valuable audiences with intent. This provides our partners with more opportunity than ever to intersect with the planning phase, promoting their itinerary, experience or holiday.”
Escape.com.au is launching immersive itineraries to capture consumer attention and drive enquiry, in addition to the interactive video itinerary format, bookable video and new first party data segments released in October.