Gray Line Worldwide

Senshi Digital partners with Gray Line Worldwide to work on a new web strategy.


Multi-Award Winning Website

Senshi Digital, based in Glasgow, have launched a revolutionised web experience for Gray Line Worldwide. Focusing on a clean modern design and a simplified mobile booking experience, the Senshi team created a new responsive site that focuses on accommodating today's changing consumer behaviour.

We have a successful track record with travel companies (especially within the tours and activities sector) and so Gray Line chose us over other top global digital agencies, not only because of our experience, but also as we are an emerging leader in the Scottish design community.

"We felt the Senshi team understood our business, collaborated well, had great knowledge about today's web technologies and, most importantly, met our deadlines," said Brett Asbury, executive vice president, Gray Line Worldwide. "Gray Line is very proud to be the leader in delivering incredible tour experiences on the ground, and we wanted to transition that expertise to our online offering. As a first-mover to a fully mobile-responsive offering of this scale within our industry, we are well positioned for the future and hope to continue working with Senshi Digital to expand our online consumer presence.”

The new site features some notable improvements that are becoming key in this industry, helping consumers to navigate thousands of tours in hundreds of locations:

  • An optimised responsive website experience through all browsing devices including smartphones, tablets and desktop computers
  • Streamlined shopping and booking with a single consolidated shopping cart and checkout page
  • Integrated tour upgrades and add-ons built into a single robust product page
  • Interactive maps for destination searches, customer pickups and tour departures
  • New social media and sharing tools for products on the site
Gray Line Worldwide Tour Product Page Gary Line Worldwide Tour List Page on Phone


Soon after the site was launched mobile revenue increased by 82.63% with transactions up 101.11%. Overall revenue increased by 40% with transactions up by nearly 60%. This has continued to increase, month by month.

"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 and local licensee sites (e.g., 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. recorded its highest sales and conversion for the year shortly after the launch of the new site.

A multi award winning web experience.

Senshi changes the travel & tourism game.

Senshi Digital delivers revolutionised, and multi award winning, web experience for world’s largest sightseeing company, Gray Line Worldwide.

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