Big Five Tours & Expeditions

Big Five Tours & Expeditions is a premier luxury tour company offering individualized vacations worldwide. From custom-designed private vacations to fully-escorted special interest groups, Big Five specializes in satisfying discriminating taste for the ultimate travel experience. Consistently named as one of the Top Tour Operators in the World by readers of Travel+ Leisure magazine since 1999, they are the preferred choice for the discriminating traveler. The 2005 World’s Best Awards once again placed Big Five Tours & Expeditions among the very best for its superior traveler satisfaction.

Objective

Big Five Tours & Expeditions had built a strong reputation as a luxury travel provider, but their digital experience wasn’t keeping pace with the expectations of high-end travelers or their network of travel agents.

The existing website made it difficult to navigate complex offerings like destinations, tours, and regions, creating friction in the research and decision-making process. At the same time, the brand needed a more elevated digital presence—one that reflected the premium nature of their experiences and reinforced their position as a top global tour operator.

Beyond user experience, they also lacked the flexibility and visibility needed internally to manage content, leads, and marketing initiatives at scale.

Project Solution

THAT Agency approached the engagement as both a brand elevation and performance optimization initiative—not just a redesign.

We restructured the website architecture to create a more intuitive, hierarchical navigation system that allowed users to seamlessly explore destinations and experiences. The visual design was reimagined with a refined, luxury-driven aesthetic, using a rich color palette and immersive imagery to let the travel experiences sell themselves.

On the backend, we developed a fully custom content management system tailored to Big Five’s operational needs. This gave their team control over tours, destinations, and regional content, while also providing visibility into lead flow and distribution to travel agents.

To support discovery and growth, we built the site with search in mind—implementing optimized content structures and ongoing SEO strategies designed to expand visibility across a wide range of high-intent travel queries.

Results

The new platform positioned Big Five to operate at the level their brand demanded—delivering a seamless, high-end user experience while enabling internal efficiency and scalability.

Users could now easily navigate and discover tailored travel experiences, reducing friction in the buying journey and improving engagement across the site. Internally, the team gained full control over content and lead management, allowing them to move faster and operate with greater clarity.

From a marketing standpoint, the foundation supported sustained growth in search visibility, traffic, and lead generation—ensuring Big Five could continue to compete and win in a highly competitive luxury travel market.

The impact extended beyond performance metrics, reinforcing confidence in their decision to transition from an internal team to an agency partner focused on execution, consistency, and results.

This experience has been the best reason to shift from full-time design staff to an outside firm. Your team has been timely, accurate and detail-oriented in every project we give them. Not only have they been there whenever we need them, but the work has been vital to our brand identity.

ASHISH SANGHRAJKA

VICE PRESIDENT, BIG FIVE TOURS AND EXPEDITIONS

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