Transportation service provider Golden International is unveiling a new Web site that takes its concierge services global in an effort to counter dwindling local business-to-business services and heightened competition.

The 17-year-old Ann Arbor-based company recently launched TheWorldIsGolden.com, which helps customers set up concierge and other services in cities well outside the company’s core service market.

The site uses a global network of affiliates to expand its reach, and it links with an existing concierge-services site to broaden service offerings.

The new site also mirrors the company’s emphasis on spotlighting Detroit-area points of interest to visitors by setting up similar services through affiliates in lower-tier U.S. cities like St. Louis, Nashville, Tenn., and Charlotte, N.C.

“As we add cities to it, our goal is to roll this out into 20 different markets in the country,” said Sean Duval, the company’s president and CEO. “Golden International will be a resource for people who roll into a town and don’t know what’s good, what’s cool in that city.”

Duval hopes that the site will help solidify customer loyalty amid a highly competitive local market for ground transportation services.

Ann Arbor-based companies like Crown Ride LLC and Select Ride Inc., which owns Yellow Cab and Arbor Limousine, offer shuttle service to Detroit Metropolitan Airport and other regional attractions, as well as transportation services for business executives.

But Golden aims to go a step further by helping arrange the pick-up of customers after arriving in destination cities, as well as planning tours, meals, entertainment and transportation to and from business meetings. The company collects a fee for every trip it books, and it buys discounted transportation services from venues to sell at regular rates.

Duval said business has contracted in recent years as

transportation demand ebbed from the poor economy and the closure of Pfizer’s research campus. Employee head count fell from 14 to eight, and a satellite office in Birmingham the company shared with an affiliated travel agency has been idled. The company, which had evolved into business-to-business offerings, has begun targeting wedding, sporting events and other leisure-oriented business to compensate.

The company last week was running transportation programs for pharmaceutical giant Eli Lilly and Co. in Boston and Palo Alto, Calif., and it recently coordinated transportation for a customer attending a conference in Belgium. Both companies found out about Golden through its Web site, Duval said.

“We want to take Golden out of the idea of being an Ann Arbor company and more of an international company,” he said.