New online platform for Maastricht bets on slow travel
Those visiting Maastricht this summer can get their bearings in a whole new way. Maastricht Marketing today launches the revamped quadrilingual online platform Visitmaastricht.co.uk. This website is fully in line with the city brand redefined in 2023 and helps visitors and residents alike to put together their own experience of the city in an innovative way.
With the new platform, Maastricht is responding to changing travel behaviour: people not only want to see what a city has to offer, but also want to experience what makes a place unique and special. The website is therefore built around the principle of slow travel - travelling at a slower pace, with an eye for experience and context. The offer of city and region is presented in magazine style and tailored to different lifestyles.
Hyper-personalised experience
For years, Maastricht Marketing has focused on attracting quality visitors, spreading the time and space, and encouraging multi-day stays. To add even more focus, the organisation uses the Leefstijlvinder; a scientific model, developed on behalf of eight provinces, that unravels people's motives and provides insight into what makes people move. The website focuses on three specific lifestyles that fit the city's profile: the Adventure seeker, the Style seeker and the Insight seeker. The blog articles on the website are thematic and tailored in tone to the target groups' experiences. Visitors land - for example, via Google - on a page optimised for their area of interest and lifestyle. They can then click through endlessly and get further inspiration.
Mobile-first - and translation with AI
The website is designed according to the mobile-first principle, tailored to user behaviour: around 75% of visitors view the site on mobile. Technically, the platform is also innovative. By 'liking' an activity or location, it is possible to put together your own itinerary including a map. With the 'I am in Maastricht now' button, you can see what is currently going on in the city, think exhibitions, events and tours. And with an innovative AI translation tool, all content is automatically and real-time translated into English, French and German. Important for an international destination like Maastricht. Other new features include the integration of social media posts and podcasts to enrich the online experience.
Entrepreneurs in the spotlight
Local businesses and (cultural) institutions make the city. Therefore, they have a prominent place on the platform. The detail pages of entrepreneurs from the city and (eu)region contain rich content and inspiring photography. Visitors get information about the district where a particular entrepreneur is located and can immediately see more offerings in the neighbourhood via a map. In this way, visitors are inspired to extend a visit to Maastricht and discover new places.
