The Community part of the website could focus more on customer engagement as part of the travelling experience is about the people you meet and share experiences with. Blue could dedicate part of their website to this so that people can upload blogs and discuss things in a forum.
The main website is very streamlined, the photos would be professionally done and everything has been placed in a position for maximum impact. The Community part could perhaps be less-formal, it would need to be warm and welcoming and easy enough so that anyone could use. I was thinking that instead of customers booking travel and then getting a blog site on another website, Blue would offer that as well.
This approach would also lend its self well to blue being able to engage with its customers. Perhaps they could have their own email system whereby Blue could email them about promotions, new trips, new relating to where they are travelling to or evening just to organise social get-togethers.
This would definitely reinforce the brand as Blue is about the personal touch and showing that they care about their customers.
