For Black, southern New Zealand’s premier luxury tour operator, their website is more than just a digital presence—it’s the first impression for an exclusive clientele seeking bespoke experiences.
When Black approached us for a website overhaul, we knew this was an opportunity to deepen our long-standing partnership and evolve their online presence to reflect their brand’s growth and changing audience.
Several years ago, we worked with Black to build their first custom website, designed to position them as the go-to provider for travel agents seeking ultra-luxury experiences for their clients. However, as the years passed, Black’s audience shifted. Their focus moved away from relying on travel agents and toward engaging directly with their high-net-worth clientele—primarily affluent travelers from the U.S. and Australia. This evolution in their business model required a website that not only showcased their unique experiences but also resonated with the expectations of a super-premium audience.
Our task was clear: craft a website that embodied Black’s elevated brand, celebrated their unparalleled luxury offerings, and seamlessly guided potential clients toward booking their next adventure.
Having worked with the team through various projects, we’ve developed a deep understanding of their brand, their audience, and their evolving goals.
Knowing their audience—discerning travelers with a taste for exclusivity and bespoke service—our aim was to create a website that felt as luxurious and thoughtfully crafted as the experiences Black provides.
The new site places Black’s experiences front and center. Signature offerings, custom itineraries, and multi-day tours are presented in stunning clarity, with sample itineraries providing a tantalizing glimpse of what’s possible. Each experience is brought to life with captivating imagery and clean, editorial design that speaks to the sophistication of their clientele. We also added streamlined functionality to make browsing, planning,
Our years of collaboration with Black were instrumental in achieving this result. This foundation of trust allowed us to approach the rebuild with confidence and precision, knowing exactly how to position their offerings for maximum impact.
The design of the new website is rich yet understated, letting the beauty of New Zealand and the exclusivity of Black’s experiences take center stage.
The updated website not only aligns with Black’s elevated brand but also positions them for their next phase of growth. By catering directly to high-net-worth travelers, the site empowers Black to connect with their audience on a deeper level. Clear calls to action, integrated booking capabilities, and immersive storytelling invite clients to envision their dream journey and make it a reality.
For Black, this project was about more than aesthetics—it was about creating a digital experience as seamless and inspiring as the adventures they provide. And for us at Whitelaw Mitchell, it was a testament to the power of long-term partnerships and a shared commitment to excellence.
The result is a website that reflects Black’s reputation as the premier luxury tour operator in New Zealand while paving the way for future success. As we continue to collaborate with Black, we’re proud to help shape their brand’s journey and bring their vision for bespoke luxury travel to life.