Find, read, book: user friendly refocus and editorial content for a travel blog

Munich Airport issued a new call for proposal to further develop its travel blog, “Travellers Insight.” The goal was to increase visibility and boost both traffic and the amount of time users spent on the blog. To that end, we initially developed new design approaches during our pitch.

However, the implementation phase quickly revealed: the biggest leverage point was not the design, but the structure of the content itself. So a deliberate decision was made to favor a stronger content and structural optimization—with a focus on content, interconnection, and user navigation.

How do you transform an existing blog into a platform that guides users throughout their entire customer journey? This was the question Travellers Insight faced. The travel blog of the Munich airport already existed, featuring strong content and immense potential. What was missing, however, was a clear structure, a strategic focus, and, above all, continuous integration with social media.

Content had grown over years, but it was not consistently bundled. Users were not intentionally guided through their travel planning process, and social media served more as an extension than as a true entry point. At the same time, the objective was clear: the travel blog should evoke wanderlust, provide orientation, and make destinations accessible from Munich visible, ideally early in the inspiration phase.

Instead of just continuing to add to the blog, we evolved it into a platform that connects inspiration with information, while simultaneously keeping users engaged with the content longer. The foundation is a new information architecture: pillar pages group related topics and provide orientation, while cluster content dives deep to answer specific questions.

The entry point to these topic clusters happens via social media. This creates a continuous journey—from the first impulse seen in a social media feed to concrete travel planning within the blog. We structured the content meaningfully, making it more user-friendly.

Through this project, Travellers Insight was transformed from a mere collection of individual articles into a clearly structured inspiration platform. Content was bundled, made easier to find, and connected according to user needs.