Travel Search Engine Changes Name to ‘’

Re-branded Travel Search Engine Introduces Improved Site and New Features as
Part of its Regional Expansion

Asia Pacific’s leading travel search engine has changed its name and launched its next-generation travel search engine: (  ).

The new site features powerful yet intuitive tools designed to make searching multiple travel sites for the best travel deals faster and easier than ever before.

“We all loved the Bezurk name. It was quirky, fun and had a certain irreverence to it,” said Martin Symes, Bezurk’s CEO. “But it was also hard to remember and spell, particularly if English was not your native language. Now that we are ready to embark on a more aggressive brand campaign and expand operations around the region, we wanted a new brand and domain name that was easy to recall, type and readily associated with travel.

“When people are deciding to go on a trip, the first questions they usually ask are: ‘Where shall we go?’ and ‘How do we go there?’ That’s where we come in.  Our vision is that becomes the first site travelers visit when planning a trip.”

The site has significantly enhanced functionality compared to its predecessor, as well as a large number of completely new features. “Rather than do just a simple re-branding, we resolved to launch the new brand with a radically improved website,” said Ross Veitch, Bezurk’s Chief Product Officer. “We did a lot of work under the hood to make searching faster and more efficient, but we also spent a lot of effort making the site easier to use. We undertook usability tests and focus groups to find which user needs were going unsatisfied. Most of the new features we’re launching today are based on suggestions and feedback from our users.”

The enhancements to couldn’t have come at a more opportune time.

The Asia Pacific travel and tourism industry is expected to grow rapidly, with tourism revenues to top US$4.6 trillion and visitor arrivals to reach 500 million by the end of 2010, according to the latest forecast of the Pacific Asia Travel Association (PATA).

To better serve this explosion in travel, Symes said that plans to roll out localized country sites in the coming months, ensuring greater relevance and more options for Asian travelers – including multiple local languages.


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