Objective

Forbes.com was looking to build an online travel presence to appeal to an affluent customer base under the ForbesTraveler.com brand name. Leveraging the company’s long-standing heritage of serving senior executives and discerning customers with expert opinions and trusted editorial content, ForbesTraveler.com set out to develop the premier online source for inspiring, planning, and booking the world’s most distinctive travel experiences.

Strategy

Frommer’s Unlimited provided ForbesTraveler with expert travel content for the world’s top cities. We supplied a hand-picked selection of the most luxurious and expensive Hotel and Restaurant listings and reviews to cater to ForbesTraveler’s affluent travelers. With over 300 global guides integrated into the Destinations area of the site, we added thousands of pages of in-depth content and opinionated reviews to ForbesTraveler.com, giving site visitors the benefit of trusted travel recommendations and ForbesTraveler advertisers with the opportunity to target their marketing campaigns against contextually relevant content.

Results

ForbesTraveler has grown to become the leading resource for luxury travelers online. With the inclusion of Frommer’s guides, the Destinations section of the site has enjoyed substantially increased traffic. Not only has the relationship allowed ForbesTraveler to build site stickiness, but users return to the site frequently seeking inspiration and trusted travel recommendations from both the ForbesTraveler editors and Frommer’s experts.

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