Background
Newmarket Holidays, a specialist holiday escorted tour operator, offers a diverse range of travel experiences, from ocean cruises to safari adventures and much more. Their previous website had not kept pace with their business strategy, ambitions, or consumer expectations. With the world gradually recovering from the impact of the Covid-19 pandemic, there has been a renewed demand for experience-led and escorted tour travel and direct bookings, true saw the potential for Newmarket Holidays to capitalise on the trend and create a website that brings to life the "Where stories begin" proposition by establishing a home for travel stories.
Solution
Through implementing a headless, composable solution powered by Umbraco, Newmarket Holidays gained the tools to better bring to life the stories and experiences they sell. The platform enables rich, story-led content through a versatile suite of reusable content blocks, while improving the speed and ease of the content editing experience.
true undertook strategic analysis, workshops, and user research to shape the solution, ensuring optimised customer journeys and improved organic search performance. Built on Umbraco’s cloud-based, scalable architecture, the platform delivers the performance and flexibility required to support Newmarket’s evolving digital needs.
By using Umbraco’s headless capabilities, the architecture decouples content management from the front end, enabling a faster, more responsive user experience and greater freedom in how content is delivered across channels. true worked closely with Newmarket’s internal IT and development teams to integrate the CMS with their bespoke middleware and booking systems, while also upgrading key components.
This collaborative approach provided a blended model of support and upskilling, equipping the Newmarket team with the confidence and capability to manage and grow the platform long-term.
Impact
By upgrading bespoke middleware and booking systems within this scalable framework, the solution successfully drives a 19.56% increase in sessions and a 28.3% rise in returning users.
“We are delighted to join forces with true. Their commitment to creativity, technical expertise with Umbraco, and a user-centric design aligned with our vision to deliver an unparalleled digital experience.”
