Amazing stories interactive website

Kuoni had rich stories from staff and travellers but no dedicated platform to turn that inspiration into bookings. My role was sole designer. Building an immersive microsite experience within Kuoni's existing brand constraints and without a dedicated content management workflow. Inspiring travel stories, written by our content team and guest writers, gave travellers a richer, more emotional alternative to standard product pages, helping drive consideration of high-value itineraries experienced by our staff. Standard editorial layouts felt too flat to capture the richness and emotion of the stories or distinguish them from the main site, interaction was a requirement. Shifted to an immersive, full-bleed visual approach that prioritised story and emotion over product information. Traded some conversion directness for deeper engagement, with booking pathways woven naturally into the journey rather than leading with them. A dedicated microsite bringing staff and traveller stories to life through immersive imagery, rich editorial layouts and interactive storytelling. Each story connected naturally to bookable itineraries, turning inspiration into a clear next step. Well received in the press and drove direct bookings to featured itineraries. 
No specific metrics available, but external validation and commercial impact confirmed the approach worked at least from a brand recognition point of view. I would have next added to the site with some analytics to track story engagement to booking conversion. 
A/B test the placement and framing of booking CTAs within story content to optimise the inspiration-to-conversion journey.