Travel search engine changes name to


Asia Pacific’s leading travel search engine has changed its name to ( launching it next-generation travel search engine.

The new site features powerful and intuitive tools designed to make searching multiple travel sites for the best travel deals faster and easier than ever before.

“We all loved the Bezurk name. It was quirky, fun and had a certain irreverence to it,” said Bezurk’s CEO, Martin Symes. “But it was also hard to remember and spell, particularly if English was not your native language.

“Now that we are ready to embark on a more aggressive brand campaign and expand operations around the region, we wanted a new brand and domain name that was easy to recall, type and readily associated with travel.”

“When people are deciding to go on a trip, the first questions they usually ask are, ‘Where shall we go?’ and ‘How do we go there?’ That’s where we come in. Our vision is that becomes the first site travelers visit when planning a trip,” Symes concluded.

The site has not only significantly enhanced its functionality compared to its predecessor, it also has a large number of completely new features.

“Rather than do just a simple re-branding, we resolved to launch the new brand with a radically improved website,” said Bezurk’s Chief Product Officer, Ross Veitch. “We did a lot of work under the hood to make searching faster and more efficient, but we also spent a lot of effort making the site easier to use. We undertook usability tests and focus groups to find which user needs were going unsatisfied. Most of the new features we’re launching today are based on suggestions and feedback from our users.”

The enhancements to couldn’t have come at a better time. According to the latest forecast of the Pacific Asia Travel Association (PATA), the Asia Pacific travel and tourism industry is expected to grow rapidly, with tourism revenues to top US$4.6 trillion and visitor arrivals to reach 500 million by the end of 2010.

To better serve this travel explosion, Symes said that plans to roll out localized country sites in the coming months, including multiple local languages, ensuring greater relevance and more options for Asian travelers.