New Orient Express portal makes some allowance for personality

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Each division has been equipped with modular toolkits developed by Tridion to manage their own 'microsite' within the portal. This allows them to retain their individual personality, while still being tied in to the Orient Express brand.

Cross-selling of services, localisation and personalisation of content delivery are also all now possible with this new service.

"It's all about making the best use of the content you have available," said Tridion UK MD Alun Cope-Morgan. "What's relevant for the Copacabana Palace in Brazil might not be appropriate for the Observatory Hotel in Sydney. We have empowered each of the local managers to build and update their own site within the framework of the Orient Express master site."

In the past, each divisions' web site was 'hard-coded', which meant that a technician was needed to update pages. Now, marketing executives can make the alterations themselves, using only a browser-based interface.

Orient Express e-commerce director Brian Tickle said: "We needed a solution that allowed each hotel, train or restaurant the ability to develop its own online personality, and keep it updated locally. We also now have the ability to track our site usage and profile visitors, so that we can suggest services that they may appreciate, based on previous bookings and site visits."

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