DIGITAL DESTINATIONS
Dr Philip Alford Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest www.slideshare.net/DigitalHub
@schooloftourism | @philipalford
#DDBU
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’
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/
The following presentation is the case study provided by The Langtry Manor The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders. Through participating in the Digital Destination programme other ways to manage an efficient Customer Relationship Management system through use of social media have been accessed and applied successfully.
Langtry Manor Hotel Action Plan
Summary
Situated in the heart of Bournemouth, this family owned hotel is renowned for its luxurious accommodation…
Strengths Weaknesses Opportunities Threats
business experience
market knowledge
niche look and feel in the
restaurant
using social media
various menus available such as
the 'Edwardian banquet' which is
unique in Bournemouth
the restaurant/hotel is linked in
on several booking and review
pages with adequate rating such
as for the restaurant on
tripadvisor (33 out of 320 with
38 reviews)
unique offers at in the restaurant
- special occasions
o featured on TV-hotel
inspector
offering different products within
the hotel positioning it into a
niche market in order to stay
open through recession
not enough sufficient interaction
on social media sites
on search engines the restaurant
is not 'promoted' effectively and
does not appear within the first
pages of 'Google search'
not involved in various special
offer sites
no SEO for the restaurant
improvement of usage on the
social media sites
improvement of SEO on the
website - in regards to
Restaurant- and dining
using marketing strategies to
increase awareness of hotel and
restaurant to local residence
introducing mailchimp to the
hotel in order to send out
promotional offers to
restaurant/hotel users in order
to have an increase in people
using the restaurant
redesigning the surveys offered
to people in the restaurant in
order to ask them for their email
address and to opt in for more
info
competing hotels
local restaurant and chains that
offer deals online
miss-usage of social media sites
not providing sufficient
information of the restaurant on
the website
recession which has decreased
disposable spending of people
SWOT (adopt from students report)
Albrecht, 2013
Objectives
• Increase the number of local/residential people dining at the restaurant as well as the awareness of the restaurant locally
• Increasing number of conversions from people that book in under a Bed & Breakfast rate to Dinner-Bed & Breakfast rates
What we learned?
• Social media can be and is powerful marketing tool
• Now we learn how to: – Use wisely collected data…
• Focus on few channels only
• Important is: – To be active not only be a “another name” in
digital world
Action Plan
• More specific market segmentation, (based on all data from : Google analytics, Facebook Insight, and offline channel)
• Concentrate on main channels, such as Facebook, and e-mail marketing:
e.g.: offers, competition (Royal baby name), etc.
Measure
• Target specific markets with specific campaigns
• Monitor campaigns using analytics tools such as Google Analytics, Facebook inside, mailchimp analytics.
• Measure customer satisfaction – through customer feedback forms
• Measure level of repeat business
• http://www.langtrymanor.co.uk • https://www.facebook.com/langtrys • https://twitter.com/LangtryManor • https://plus.google.com/101726230091860345692/posts
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
@schooloftourism | @philipalford
#DDBU
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