Longpuddle B&B

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Longpuddle Bed and Breakfast wanted to increase occupancy and extend length of stay, via a revamped website, links to local suppliers and external forces such as Tripadvisor, improved Google Analytics and meta tags, and finally by developing and utilising a database of customers. The business has seen immediate results and has identified clear approaches for the next steps.

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Longpuddle B&B

  1. 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  2. 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  3. 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  4. 4. The following presentation is the case study provided by Longpuddle Bed and Breakfast Longpuddle Bed and Breakfast wanted to increase occupancy and extend length of stay, via a revamped website, links to local suppliers and external forces such as Tripadvisor, improved Google Analytics and meta tags, and finally by developing and utilising a database of customers. The business has seen immediate results and has identified clear approaches for the next steps.
  5. 5. Longpuddle Bed & Breakfast Digital Destinations Case Study www.longpuddle.co.uk ann@longpuddle.co.uk
  6. 6. Where were we? • Poor Website with limited SEO • Stale with old pictures • Links from and but no outgoing. • Only selling 17% (31% single nights) • No Analytics • No customer database. www.longpuddle.co.uk ann@longpuddle.co.uk
  7. 7. Where do we want to be • Double occupancy to 35% • Increase multiple night bookings www.longpuddle.co.uk ann@longpuddle.co.uk
  8. 8. What have we Done (to Date) • Revamped website . • Added links to local pub and Tripadvisor. • Added Google Analytics. • Improved meta tags • Collected database of customers www.longpuddle.co.uk ann@longpuddle.co.uk
  9. 9. Where are We Jan – May 2013 Occupancy Occupied Free 2012 14% www.longpuddle.co.uk ann@longpuddle.co.uk
  10. 10. Where are We Jan – May 2013 Occupancy Occupied Free 2012 14% Occupied Free 2013 26% www.longpuddle.co.uk ann@longpuddle.co.uk
  11. 11. Where are We Jan – May 2013 Multiple Night Bookings 1 Night 2+ Nights 2012 31% 69% www.longpuddle.co.uk ann@longpuddle.co.uk
  12. 12. Where are We Jan – May 2013 Multiple Night Bookings 1 Night 2+ Nights 2012 31% 69% 1 Night 2+ Nights 81% 2013 19% www.longpuddle.co.uk ann@longpuddle.co.uk
  13. 13. Where are we Going • Must continue to work on SEO (best return on time) • Must keep website up to date • Launch online booking pages • Continue to develop customer database and use to target with offers • Develop Social Media in due course • 35% occupancy seems possible • Use Secret Weapon? www.longpuddle.co.uk ann@longpuddle.co.uk
  14. 14. Cerne Giant Clock www.longpuddle.co.uk ann@longpuddle.co.uk Hand made in the Piddle Valley £35 inc p&p available from rl@3lambs.com
  15. 15. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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