Partners on the Path: Trip Builder Helps Visitors Plan for Joy — Not Disappointment
In August 2025, Banff & Lake Louise Tourism (BLLT)’s Trip Builder was named a winner in the prestigious Skift IDEA Awards, recognized in the Traveler Journey category as an outstanding example of digital innovation in tourism. And with good reason! The tool has already helped visitors create nearly 200,000 custom itineraries and is changing how people explore one of the world’s most visited national park destinations.
This recognition isn’t just about flashy features or big numbers — it’s about solving a real problem. We sat down with Sam Reid, Senior Manager, Digital Marketing at BLLT, to talk about how the Trip Builder came to be, what it’s designed to do, and how it’s helping deliver a smarter, more sustainable future for tourism in Banff and Lake Louise.
Sam, let’s start at the beginning. What challenge was the Trip Builder created to solve?
Sam: Banff and Lake Louise are places that attract people from all over the world — and that’s wonderful. But that also means they’re in great demand, particularly during our summer peak season. You can’t just show up and expect to do all the iconic things. Parking lots fill by sunrise, shuttles sell out, restaurants get booked weeks in advance. We would hear from people who had dreamed of coming here, only to leave disappointed.
So the question we asked ourselves was: how do we encourage people to plan ahead, and give them a tool that makes that planning easier?
And that led to the idea for Trip Builder?
Sam: Exactly. We started imagining something that was more than just a list of things to do. We wanted to build a tool that would meet people where they are in their travel journey — something you can personalize that feels helpful, not overwhelming.
I worked with our partner VentureWeb, who really understood what we were trying to achieve. Together we created the first version of the Trip Builder: a tool that’s intuitive, mobile-friendly, and actually fun to use. Visitors can start with curated Trip Ideas or build a plan from scratch. They can filter by season, interests, time needed and helpful features like accessibility and pet and family friendly. And they can drag and drop everything into a personalized itinerary with real dates, see it all on a map, and save or share it with their travel companions. For a lot of people, this is part of the fun – in some ways the holiday begins when you start planning it.
There’s a sense that this is more than just a digital product — it’s connected to a bigger picture.
Sam: It really is. Trip Builder is one of the ways we’re helping to realize the vision for tourism in Banff and Lake Louise - Lead Tourism for Good. The vision has five focus areas, or “Trails to Tomorrow.” Trip Builder touches all of them, and particularly Smart Tourism and Visitor Experience. It’s not just about helping people plan; it’s about designing the kind of travel that works for everyone — the visitor, the community, the environment.
How does the tool actually influence visitor behaviour?
Sam: We know people don’t change behaviour just because we ask them to. The design of the Trip Builder nudges people toward better choices. It’s built with intention.
We’ve embedded tips and cues throughout — like reminding visitors when an experience needs a booking, suggesting transit over parking, or sharing local tips. And our Trip Ideas model those behaviours, like the Car-Free Banff or Walk on the Wild Side itineraries. The idea is to make responsible travel not just accessible, but appealing.
What kind of impact has it had so far?
Sam: Since launch, visitors have built nearly 200,000 itineraries and selected over 230,000 experiences. Use is highest among travellers from the US, Canada, the UK, and Australia — our priority markets.
We’ve also seen that people who use the tool are more likely to be our high-value, values-aligned audience — who we call “Perspective Seekers.” These are people who want deeper experiences, who care about sustainability and connection. And they tend to leave more satisfied—their Net Promoter Scores are significantly higher than average.
From a commercial perspective, the tool is great for local businesses too. It features over 160 curated experiences, and links to all of BLLT’s member listings: restaurants, tours, accommodations, retail. It connects visitors with what’s here and encourages them to stay longer, explore more, and support local businesses.
What’s next for Trip Builder?
Sam: We’re continuing to refine the experience based on user behaviour. We’re planning enhancements like smart Any final thoughts?
Sam: Banff and Lake Louise are magical places — and we want people to experience them at their best. The Trip Builder is our way of helping them do that. It’s good for the visitor, good for the community, and good for the park. That’s the kind of tourism we’re trying to lead.