Do you have visitors in different stages of the buying journey?
We help destination companies create websites that make it easier for guests to find the right information, book, and get relevant information when needed, while editors receive a solution that is easier to work in.
Does this seem familiar?
Visitors drop off along the way
Different needs throughout the journey
Administration that takes unnecessary time
Technology limits development
Ready to talk about your website?
Briefly describe your current situation, and we will help you clarify your needs and find the right next steps.
Kläppen Ski Resort
Kläppen's previous website was built in Episerver and was facing an upcoming platform change. After evaluating Optimizely, Contentful, and Umbraco, the choice fell on Umbraco and Umbraco Cloud.
The new solution is built to meet the guest throughout the journey, from inspiration and planning from home to current information about, for example, opening hours and snow conditions once the visitor has already arrived.
Isaberg Mountain Resort
Isaberg previously operated two separate websites for its different activities, which made it harder for visitors to find the right information and for the organization to manage the content.
Today, the activities are gathered on a unified platform in Umbraco, with a flexible block structure that makes it easy to adapt the content according to the season and a bilingual interface for both Swedish and international guests.
Hooks Herrgård
Hooks Herrgård wanted to increase digital sales and make it easier for guests to find the right offer and book directly.
We developed a new structure and design in Umbraco and integrated their booking system. The result is a bilingual and search engine optimized website where the path from inspiration to booking is clearer.
After building solutions for several destination companies and businesses within the tourism industry, we have gained a good understanding of what is actually required of a destination website. We know how to make booking flows, integrations, seasons, and the work of editors function together in a solution that can be developed over time.
We are the largest Umbraco Platinum Partner in the Nordics.
Since 2018, Toxic has grown together with Umbraco, as the first Platinum Partner in the Nordics. The partnership means more than just a title. We continue to contribute to the platform's development, among other things as an Umbraco Contributing Partner 2025 and as co-organizers of Umbracokalaset, Sweden's largest Umbraco event. For five consecutive years, we have also been nominated for the Umbraco Awards.
In 2026, our solution architect and Umbraco expert Daniel Andersson was also named Umbraco MVP, an award given to individuals who have made special contributions to the Umbraco community through knowledge sharing, initiatives, and engagement.
For you, this means access to a large team with deep expertise in Umbraco and experience in building solutions for organizations with complex needs. We work closely with the platform, follow its development, and have the opportunity to contribute to where it is headed.
"Our collaboration with Toxic has developed in a completely natural way and the relationship grows stronger every day. Together we share the vision of combining Umbraco's powerful platform with Toxic's creativity, innovation, and broad expertise from design to delivery, with a large and skilled development team in between. This capability they possess creates security for their clients and is evident in every project that is launched."
A platform that can gather the entire destination.
For destination companies, the challenge is rarely just which CMS to use. It is just as much about how the website is structured and how easy it is to manage everything that happens around it. Multiple facilities, different areas of operation, many editors, booking systems, and content that changes with the season need to work together without the administration becoming unnecessarily complicated.
With Umbraco, it is possible to build a unified platform for multiple websites, operations, or brands while controlling which parts different editors have access to. A flexible block structure also makes it possible to reuse and adapt content as needs and seasons change. This means you won't have to rebuild the website every time the operation changes and instead have a foundation that can develop alongside the destination.
List item to the main list: what does it mean for the website?
When a company moves from a growth market like First North or Spotlight to Nasdaq Stockholm's main list, the requirements for transparency, reporting, and corporate governance increase. This is also noticeable on the web. Here we describe what changes and how you can prepare the website for a listing change.
2min
Time to switch platforms? Signs that the destination's website has done its job
Many destinations have a website that was built several years ago. It works, but every change takes time and costs money. Here we go through common signs that it is time to switch platforms and what a change can bring.
2min
Therefore, the booking system and the website should communicate with each other.
A destination often uses several systems simultaneously. Accommodations are booked in one system, ticket purchases or activities in another, and the information about the guests is in a third. When the systems are not connected to each other, the information on the web becomes incorrect or must be moved manually. Here we explain what an integration means and what it does for both the guest and the staff.
3min
From winter to summer: a website that adapts to the right season
For many destinations, the operations change several times a year. The ski slope becomes a bike park and the bathing season transitions into conference season. The website needs to keep up with each transition without a developer having to be involved every time. Here we go through what usually changes between the seasons and how a flexible website makes the switch easier for the editors.
2min
Therefore, you are losing visitors on the way to booking and how you can get more to book directly.
Many who visit a destination's website have already decided to go there. They have read about the activities and compared accommodations but still leave the page without booking. Often, this is because the path to booking has too many steps or feels uncertain. In this post, we will go through common reasons why visitors drop off and how a clearer booking flow can get more people to book directly with you.
3min
Central control, local freedom: who decides what on the group's websites?
When many companies share a platform, new questions arise. Who gets to change what and which content should be managed centrally? Here we describe how corporations can organize editorial work so that it becomes both efficient and secure.
2min
Template or custom? Two paths for the corporation's websites
All companies in a group do not have the same needs. A smaller subsidiary may need a simple website that can be set up quickly, while a larger company may require a completely custom solution. In this blog post, we describe how groups can combine a common template with tailored solutions.
2min
After the listing: how to manage the IR website in everyday life
The listing day is just the beginning. Then come quarterly reports, annual meetings, press releases, and changes in management, year after year. An IR website that was ready on time but is difficult to manage quickly becomes a burden. In this blog post, we go through what the IR year usually looks like and what makes management easy.
2min
New company in the group: how the web will be set up without starting over
Every acquisition raises the same question: what do we do with the website? Without a common foundation, the answer is often a new web project from scratch. Here we describe how a common platform makes it faster and cheaper to connect new companies.
2min
IR-webb in two languages: therefore, the investor information needs to be available in English.
Foreign investors own a large portion of the shares on the Swedish stock exchange. For them, the English IR website is the company's face to the outside world. Yet, the English version is often thinner or less updated than the Swedish. Here we go through why language matters and how you can keep both versions up to date.
2min
Can the group's companies share a web platform and still maintain their brands?
When a group wants to consolidate its websites, a common concern is that the companies will lose their identity. However, a shared platform does not mean that all websites have to look the same. Here we explain how multiple brands can share technology and features while still having their own expression.
2min
This is how you keep the corporate governance section of the IR website up to date: Content and update procedures
The corporate governance section of the IR website is often the one that is updated the least frequently and therefore becomes outdated the easiest. At the same time, this is where investors and analysts look for information about who is in charge of the company and how. Here we go through what content is usually available and how it can be kept updated.
3min
Ten companies, ten websites: when is it time to consolidate the group's websites?
In many corporations, each company has its own website, built at different times by different agencies in different systems. It works for a while, but over time the websites become expensive to manage and difficult to overview. Here we go through the signs that it is time to consolidate the websites and what the corporation gains from it. As an example, we explain how Toxic and Industrireklam consolidated the Weland Group's companies into Weland Light, a common template in Umbraco where changes are rolled out to multiple websites simultaneously.
3min
On the way to the stock market: this needs to be on the web by the listing day
Before a listing, the checklist is long. The website often ends up far down, even though it must be ready and accurate on the same day the stock starts trading. Here we go through what the website needs to be ready for at the listing and how you can plan the work so that it doesn't become a bottleneck.
2min
Multiple facilities, one web platform: how to simplify everyday life for the editors
At many destinations, the hotel, restaurant, ski resort and campsite each have their own website, developed independently over time. The result is duplicated work for content editors and a fragmented experience for guests. In this article, we explore what happens when multiple websites are brought together on a single platform and how Isaberg Mountain Resort approached the challenge.
3min
5 reasons why large organizations and associations choose Umbraco as a CMS
Many large organizations and associations are using CMS solutions that have become too expensive, too complex, or simply no longer fit the business. Editors struggle with things that should be simple, and the technology begins to set limits on what the organization can do. After working with organizations such as LRF, the Tenants' Association, and several sports federations, we see some recurring reasons why the choice often lands on Umbraco CMS.
3min
Why more and more companies are digitizing their B2B sales and how it works
Many B2B companies still receive orders via email, phone, or through their salespeople. It often works well at first, but as the number of customers and order volumes grow, it becomes difficult to keep the information updated and the process becomes too time-consuming. This is one of the most common reasons why more B2B companies are now taking the step towards their own e-commerce platform. In this post, we will go through how orders are often handled today, what problems it creates, and how a digital platform changes the picture.
3min
Umbraco + AI: What exists today and what is on the way?
To say that AI development is progressing at a frightening pace may not be sticking your neck out directly. New models are coming almost every day, and the development does not seem to be slowing down anytime soon. But how can one implement and benefit from it in Umbraco? We will clarify that in this post!
7min
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
That's why you are losing customers in your B2B trade - and what you can do about it.
In B2C e-commerce, the purchasing experience often revolves around inspiring and enticing. In B2B, it's the opposite. Customers already know what they want, they have probably ordered it before and want to do it again – as quickly and smoothly as possible. Yet, it is surprisingly common for B2B stores to be built with the same logic as consumer retail. This creates unnecessary friction, frustrates customers, and leads to manual work that no one really has time for. So, what does a truly smooth purchasing experience look like in B2B?
3min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min
Frequently asked questions about destination company websites
Yes, Umbraco can be used for multiple websites and businesses in the same solution. Permissions can be customized so that different editors have access to the parts they are responsible for, while the organization can consolidate administration in one place.
Of course! With a flexible and block-based structure, it is possible to create content that can be reused, moved, and adapted for example summer and winter seasons without the website needing to be rebuilt each time.
Yes, we build integrations with external systems and have experience with solutions where booking is a central part of the customer journey. How the integration should be designed depends on which booking system you are using and how you want the booking flow to work.
By making the path from inspiration to booking clearer and reducing unnecessary friction, we can increase your conversion. This can involve better structure, clearer CTAs, relevant content at the right stage, and better connections between the website and booking systems. Which measures have the greatest effect depends on what your current customer journey looks like.
Yes, content and structure can be built for different needs, from inspiration and planning to booking and practical information on site. The goal is to make it easy for the guest to find the next relevant step no matter where they are in their journey.
It depends on the scope, the number of integrations, the amount of content, and how complex the existing solution is. Therefore, we start by mapping out your needs and priorities and then develop a clear project plan together with you.