Tour operator Acacia Africa has revamped its website to improve the display of its specialist information of Africa. As well as more detailed itineraries the site also includes tour leader insight in the ‘Tales from the Road’ section and a regularly updated page to back up its agent training programme. Guests reviews will also be posted on the site following the success of its ‘Acacia Life: Read Wanderers’ Facebook photo gallery. “We wanted to provide our trade representatives with information that will not only help them to sell our tours, but delve deeper into a specific country and related itineraries in a few simple clicks,” said Heath Ashcroft, marketing director at Acacia Africa. “Social networking has played a key role in the development of our content, and we feel that by arming agents with a more realistic appreciation of our offerings, it will enable them to sell to the right client, and more importantly, close the deal.” Meanwhile, Ashcroft maintained that the tour operator still sees the 18-35 age group as its core market despite more over 50s signing up to its holidays. For this reason it has maintained its local payment set-up. “In a cost driven global economy, a transparent ‘pay as you go’ philosophy is of great importance to the youth market, and a major factor in terms of driving bookings,” explained Ashcroft.