Lastminute.com’s media arm Travel People is making its in-house Content Management System (CMS) available to third party partners.
ContentHUB is being aimed at travel and ecommerce brands to enable them to create web pages with content that converts and can be monetised with digital advertising.
The CMS allows users to integrate digital advertising into their web pages to start monetising their content, without the need to rely on the external plug-ins required by many other content management systems.
The sites are optimised for mobile, SEO (Search Engine Optimisation) and SEM (Search Engine Marketing).
Content on sites can be quickly and easily updated without the need for technical or coding skills and users can customise layouts with drag-and-drop functionality enabling them to create different web page structures to suit their needs and integrate elements like video to social feeds.
The launch follows a successful pilot run by lastminute.com group, which developed ContentHUB to build its own branded microsites, hosting destination pages and seasonal campaign content, while integrating digital advertising, travel deals and content from WAYN, its travel social network.
Travel People research conducted by London Research found more than half (51%) of senior marketers and business leaders said their companies don’t use their main web CMS to create microsites.
Of these, half (50%) claimed it is too difficult to create custom templates, while over half (53%) find it requires too much technical support. Over a third (37%) that abstain from using a different CMS for microsites put this down to the amount of time it would take to train their staff to use it.
Alessandra Di Lorenzo, chief commercial officer – Media and Partnerships at lastminute.com group, said: “We know how important it is for travel or ecommerce companies to have a solid content strategy that supports customer engagement and drives up customer return rates.
“Yet many brands we’ve spoken to face the same challenges as we did when it comes to managing their content and rolling out dynamic, data-driven and ad-optimised microsites at scale. That’s why we’ve combined our competencies and experience in media monetisation as well as travel, technology and design to produce a platform that is functional and aesthetically pleasing – but also very competitively priced.”
Lastminute said the cloud-hosted CRM is well-suited to managing websites with multiple brands or languages consistently and at scale.