New city pages with in-depth tips and recommendations for each city Ryanair is flying to further emphasise the new customer centric approach taken by the low-cost airline. Long-term Ryanair destination content supplier ArrivalGuides, one of the leading suppliers of destination content B2B in the travel industry, was chosen to deliver the content. 
Dara Brady, Head of Digital Experience at Ryanair, said: “High quality inspirational destination information increases conversion rates on our destination pages. Our long-term partner ArrivalGuides deliver city content that will help us with this.”
The content is also available as downloadable pdf guides and a free app with the potential to use guides and maps offline. High-quality destination content is key for travel operators to inspire to travel, but also to add security to travellers before they press the ‘Book’ button. The ‘old world’ behaviour of talking to your local travel agent to receive tips and confirmation that you chose the right destination has not disappeared in today’s digital travel landscape. This is driving travel operators to adding similar experiences in their digital channels. This was also evident in a survey conducted by Frommer’s Unlimited in 2013 in which 71% of travellers said that it is “important or very important to get information about the city at the booking stage”.
The ArrivalGuides model is unique because it builds on the local expert knowledge of the official tourist bureaus. Through their own log-in to the ArrivalGuides new CMS, tourist bureaus easily write and update information for their destination on a regular basis.
“The majority of our 140 tourist bureau partners update their content on a monthly basis and many even on a weekly basis,” said Magnus Aideborn, Chief Executive of ArrivalGuides. “This is a significant game changer in a business where most companies rely on writers without the local expert knowledge that would allow them to make sure the best and freshest recommendations are always included.”
