Forget Lastminute.com and take a look at WhereWillWeGo.com. For me,
this is what the internet should be about.
The site brings together the offerings of thousands of small activity
holiday companies - outfits that could not afford to use any other global
sales or marketing interface - and makes them readily accessible to Joe
Punter. Unlike many of its better known peers, this is a service that
could not be offered by a travel agent armed with a computer and a
WhereWillWeGo promises to deliver whatever you want within four clicks.
Give or take a trial run for the uninitiated visitor, it delivers. Whether
you want to improve your painting in Tuscany, take a safari in Malawi,
climb the Andes or kayak down the Amazon, this site will help you do
You select a continent, a country, an activity group, a specific activity,
and the travel operator that sounds most interesting to you (I make that
five clicks, but what’s a click between friends?). You are then taken to
the site of the tour operator, where you can check prices and either book
online or call for quotes.
Robert Jones, who runs WhereWillWeGo with his son and a family friend,
regularly checks the sites to make sure they download easily and meet his
The advertising, also sold by Jones, is as brilliantly targeted as any I
have seen on the web. The main site sports banners offering a Nikon Nuvis
S in a competition promoting TrailMail.com. The diving pages carry ads for
SealSkinz, the wetsuit manufacturer; the hiking pages carry ads for
Wynnster, the waterproof clothing manufacturer; and Mountain Technology
has sponsored the pages referring to climbing and extreme mountain
The site is wholly owned by the small team and relies on word of mouth and
mailers for its marketing. But my guess is it will soon be bookmarked by
most adventurous holiday types. Travel site webmasters and sales teams
would do well to keep up with the Joneses.