"Gray Line is the most well-known sightseeing brand globally, and the oldest and largest tour company of its kind – so the stakes were very high for us," said Chris Torres, owner and director of Senshi Digital. "Many other leading travel sellers in this space have a dedicated mobile site or a mobile app for booking tours. Gray Line wanted to do something different to consolidate their online efforts and operate as efficiently as possible. We worked with them to utilise the mobile-responsive method to create an app-like experience for mobile users and a delightful desktop experience all within a single website.”
TourCMS was central to the new strategy’s success. It is a leading global reservation system for tour and activity companies and is now used by Gray Line as its central booking platform. By building on Gray Line's existing technology partner's API at TourCMS, Senshi was able to deliver the first end-to-end mobile responsive site in the tour sector on a global scale.
Alex Bainbridge, CEO of TourCMS adds, "Specialist agencies like Senshi Digital bring new expertise to complex digital projects and enable us at TourCMS to focus on building best in class reservation and distribution systems for specialist local tour operators.”
Gray Line and Senshi have launched the first phase of the project – the mobile responsive website and Gray Line's branded template sites, available to all 100 local Gray Line operators. The new Gray Line sites, which include grayline.com and local licensee sites (e.g. graylinelasvegas.com), will be used by millions of customers around the globe across all devices, yet still delivering one great consistent user experience.
Initial results for the new site have been overwhelmingly positive with increases in unique visitors and mobile device bookings. Grayline.com recorded its highest sales and conversion for the year shortly after the launch of the new site.