Reffles

Site for a Malaysian travel company, built around walking a traveller through a destination rather than listing packages.

The problem

Reffles are a travel and tourism company operating out of Malaysia. Travel is sold on wanting to go, which no amount of package listing produces. The site has to do the wanting first.

Approach

The destination pages are the whole idea. Rather than a grid of tours with prices, Malaysia is walked through as a sequence of places, numbered along a line, each one given a short piece of writing and a set of photographs arranged as a collage rather than a uniform grid.

The Malaysia page, with destinations numbered along a line and Batu Caves shown as a collage with a short description

Someone reading it is being taken somewhere in order, which is how a trip is actually imagined. The full itinerary is a download rather than another page, so the detail is available without turning the browsing experience into a document. Beyond that: a gallery, contact, and the policies a travel company needs.

What changed

Live and taking enquiries