Headout
Headout is a marketplace for travel experiences in more than 188 cities. This is the work behind three parts of it: a creator programme that runs itself, the content for three European markets, and the system its whole content team works to.
- Brand
- Headout, a marketplace of 40,000+ travel experiences
- The work
- Creator partnerships, market content and the content system
Led by Fatema Hanif: Creator partnerships
Headout’s creator programme was run by hand and produced fewer than 50 collaborations a quarter.
Fatema redesigned it as a self-serve system across 40,000+ experiences in more than 188 cities. Creators apply, are vetted, book an experience, make their content and come back for the next one, without anyone at Headout managing each step.
The programme went from under 50 collaborations a quarter to more than 700, at a cost below one dollar per thousand views.
Led by Shaili Contractor: France, Italy and Switzerland
Shaili led Headout’s content teams for France, and for Italy and Switzerland.
France started from nothing: a new domain, new sites for each city and new editorial standards. Every page had two jobs, to rank on Google and to turn a reader into a booking. Italy and Switzerland followed the same model.
Key French cities reached the first page of Google within three months of launch.
Led by Aakanksha Singh Devi: The content system
Headout had content in every market and no shared system. There was no tone of voice, no style guide and no standard format, and a batch of pages took about 12 days to turn around.
Aakanksha wrote the tone of voice and the style guide, standardised the formats for product pages and search pages, added editorial review, and worked with the technology and AI teams to build AI-assisted workflows for a content team of more than 60.
What came of it
Creator partnerships
France, Italy and Switzerland
“Working with Shaili on the France market at Headout was genuinely one of the highlights of my time as GM.”