World Travel and Trade Council’s (WTTC) website had outgrown its purpose and could no longer keep pace with the organization’s ambitions. What was once a functional platform had become a limiting factor, struggling to serve the needs of a global audience and represent the full scope of the travel and tourism sector. 

Content across the site had become outdated and, in many cases, irrelevant, making it harder for visitors to find reliable information. The use of imagery added to this issue, failing to capture the diversity of the sector and leaving the overall experience feeling narrow and unrepresentative. 

Branding was another point of friction. Inconsistencies made it difficult to present a unified message to stakeholders worldwide. Meanwhile, the legacy platform had room for growth in performance and adherence to SEO best practices; limiting opportunities to engage new audiences. 

Behind the scenes, the challenges were just as pressing. Internal teams were constrained by restrictive content templates that offered little flexibility and slowed down publishing. Inefficient workflows and complexity made it difficult to keep pace with the demands of a fast-moving sector. Instead of enabling innovation, the CMS had become a source of frustration and a barrier to progress. The best course of action was to migrate to a new CMS.

Cantarus recommended Xperience by Kentico as the ideal solution for WTTC’s migration, providing a powerful, evergreen approach that could meet WTTC’s long-term digital goals, while also delivering a more intuitive and efficient authoring experience for internal teams. 

Built-in features, like Page Builder, gave editors far more freedom and flexibility; eliminating rigid templates and the reliance on developers for simple changes. Publishing times were cut significantly, allowing the team to update content quickly and schedule updates in advance, ensuring WTTC could tell their story dynamically and at speed. 

Highlights include:

• Restructured information architecture (IA) that improves navigation and makes content more discoverable for diverse audiences. 

• Responsive, accessibility-compliant design that ensures an inclusive experience across devices and for all users. 

• Flexible widget configurations for easy content editing.

Since they were able to make these updates to their site, the overall experience for their users has improved. Their new website with Xperience by Kentico offers ease of use for everyone: their marketing team and their users. 

WTTC saw improvements after their successful migration. Their percentage of unique active users increased, showing that their new site was attracting (and keeping) attention. Overall page views and engagement time increased as well, proof that the new features are resonating with users and enhancing content performance.

• 11.5% increase in unique active users 

• 21.4% increase in average engagement time per user 

• 6.8% increase in page views 

WTTC’s successful move onto Xperience by Kentico has built a future-ready foundation that positions the organization to continue growing their digital platform with confidence. The platform enables ongoing improvements to user experience, accessibility, and content strategies, giving WTTC the tools to scale their digital presence in line with audience needs. 

With this solid base in place, next steps include expanding member engagement functionality through targeted digital services and strengthening connections with stakeholders worldwide with Xperience by Kentico's built-in digital marketing features.