GCC’s Digital Experience Upgrade

Overview

Grand Circle Corporation (GCC), a leader in travel experiences for Americans aged 50+, sought to modernize its digital presence to meet growing expectations for personalization and convenience. Its legacy website created friction in the booking journey, relied on manual intervention, and lacked integration with support systems. Managing vast travel content was cumbersome, and the marketing team lacked tools for personalization and behavioral insights.

Partnering with Altudo, GCC reimagined its website from the ground up, streamlining the Trip Builder process, redesigning navigation, and enabling responsive, mobile-first experiences. A robust CMS and personalized analytics empowered marketers to deliver relevant content and accelerate updates. Integration with a third-party call center reduced booking friction and improved service responsiveness.

The transformation tripled content deployment speed, boosted lead quality and referrals, and increased conversions, strengthening GCC’s position in the competitive travel and hospitality market.

Challenges

• Lack of a smooth, integrated checkout experience for booking trips, leading to friction in the customer journey.
• Difficulty in managing a vast content library to ensure relevant content reached the right audience at the right time.
• Needed seamless integration with external customer support systems to streamline services.
• Lack of unified customer view across campaigns and web journeys to identify customer needs.

Solutions

The solution involved a complete website revamp, including a redesign of site navigation and a responsive design to enhance user experience. Content optimization and custom tools were implemented to ease content creation. Back-office services were upgraded for improved performance, and integration with a third-party call center (Genesys) enabled scheduled callback support. Marketing analytics were incorporated to personalize customer journeys and enhance lead quality. Additionally, Continuous Delivery modules were introduced to boost team productivity and facilitate frequent updates.

Results

• 15%-20% increase in call requests, along with improved lead generation and referrals

• 3X faster update on website content, improving operational efficiency

• Reduced bounce rates and increased lead generation