BROOME VISITOR CENTRE
Broome Visitor Centre streamlined bookings for 300+ operators and boosted mobile engagement with a unified tourism platform. Real-time updates, better visibility, and tools that support continuous growth.
Unite operators and empower travellers
with seamless systems
Broome Visitor Centre plays a pivotal role in connecting travellers with the region's most memorable experiences, but their digital platform wasn't keeping pace. Visitors were arriving on mobile devices to find an outdated site that made planning difficult. Meanwhile, over 300 tourism operators were each managing bookings separately, creating a fragmented experience and lost opportunities.
Without mobile capability or integrated booking, travellers were bouncing and member businesses weren't seeing results. Staff were stuck doing manual updates without insight into what content or listings were working.
Lab 385 recognised the opportunity: build a modern, mobile-first platform that unified the operator experience, made trip planning effortless, and gave Broome's tourism staff the tools to make fast, informed decisions. This meant creating a comprehensive solution that would serve all stakeholders while positioning Broome as a leading digital destination.
Mobile Performance
Serve travellers where they're searching: on their phones.
Unified Booking
Connect 300+ operators in one central directory.
Scalable Platform
Support growth with improvements and real-time data.
From Disconnected Systems to a Cohesive Tourism Ecosystem
Our strategy began with deep discovery, mapping the needs of travellers, operators, and internal staff. With over 60% of traffic coming from mobile, the new platform needed to deliver clarity, speed, and integration from the ground up.
Discovery & System Audit
- Reviewed 300+ operator systems
- Mapped visitor journeys comprehensively
- Identified mobile-first usage behaviours
- Scoped BookEasy integration pathway
Platform Architecture
- Selected Craft CMS for backend flexibility
- Designed unified operator directory
- Structured integration-ready database
- Created comprehensive event calendar
Feature Integration
- Integrated BookEasy for real-time bookings
- Automated profile generation and updates
- Built responsive search and filtering
- Connected operator booking systems
Content Migration & Training
- Migrated 300+ operator listings
- Delivered CMS training for teams
- Set up SEO infrastructure
- Established performance tracking
Launch & Continuous Support
- Rolled out stages with operator onboarding
- Monitored analytics and optimised performance
- Continued monthly enhancements
- Provided direct ongoing support
A Single Destination for Visitors, Operators, and Staff
The new Broome Visitor Centre platform transformed a disjointed ecosystem into a centralised, easy-to-navigate hub for planning, booking, and promoting the region's experiences.
Mobile-First Design
Now supports 64% of users browsing on phones
BookEasy Integration
300+ operators connected in seamless interface
Self-Managed CMS
Empowers staff to update content quickly
Real-Time Insights
Performance analytics inform smarter decisions
Tourism-Focused UX
Clear, filtered browsing for events and tours
Growth Platform
Built to scale with tourism expansion
Stronger Engagement, Happier Operators, Measurable Growth
| Metric | Before | After | Impact |
|---|---|---|---|
| Booking systems | 300+ disconnected | Unified | Centralised visitor experience |
| Content updates | Manual and time-consuming | Fast and autonomous | Increased efficiency |
| Mobile traffic served | Poor UX | 64% mobile-optimised | Better engagement |
| Performance visibility | None | Real-time analytics | Data-driven marketing |
| Member feedback | Frustrated | Positive, proactive | More bookings and engagement |