19 November 2008

Travel content provider in rebrand

UK-based online travel content provider Whatsonwhen is being rebranded as Frommerââ¬â¢s Unlimited two years after its takeover by the US travel guide publisher.

A global sales and marketing push is supporting the launch of the new brand which provides rich travel content across a range of platforms, from websites to mobile devices.

By bringing the capabilities of the two businesses together under a single brand, the company believes it can gain a stronger foothold as a rich content provider to leading travel groups.

Clients already include InterContinental Hotels, British Airways, Virgin Atlantic, lastminute.com, Eurostar and STA Travel.

Vice president and global travel publisher Rob Flynn, formerly CEO of WhatsonWhen, said the combination would better enable Frommerââ¬â¢s content, sourced from 200 authors worldwide, to be integrated into a range of platforms.

These include the iPhone, other next generation mobile devices and travel company websites.

Flynn said: ââ¬ÅâœEven in the current climate, travel brands are investing more online than offline, particularly in the early booking cycle.

"They are trying to squeeze every once out of the value chain.ââ¬~

He said that while Frommerââ¬â¢s Unlimited does provide user-generated material, travel clients are looking for information provided from a reliable and trusted source.

The content can also be tailored and maximised to attract internet search terms for improved SEO.

As a global publishing company, Frommerââ¬â¢s provides multi-lingual content across six European languages and is to introduce Chinese, Japanese and Korean in 2009.

by Phil Davies 

• PRINT
• SEND TO A FRIEND
• SHARE

Post your comment

Your Comments (1)

, be the first to post a comment.
Your email:

Your comment title:


Your comment:

Email other comments made to this story

5 characters

• Inevitable
  
  

  Interesting, but I suppose this rebranding was inevitable. We are also finding that many travel firms are increasing their investment online despite the downturn. The last six months have been the best ever for wordtravels.com as companies realise the importance of reliable destination information and understand the benefits of working with experts from both a quality and cost aspect. Tom Pitman Globe Media Ltd. www.wordtravels.com & www.tripreport.com.

  By Tom Pitman, Wednesday, November 19, 2008