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DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub [email protected] @schooloftourism | @philipalford #DDBU

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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Page 1: Longpuddle B&B

DIGITAL DESTINATIONS

Dr Philip Alford Bournemouth University

www.digitalhub.co.uk

www.pinterest.com/digitaldest www.slideshare.net/DigitalHub

[email protected]

@schooloftourism | @philipalford

#DDBU

http://www.digitalhub.com.uk
http://www.pinterest.com/digitaldest
http://www.pinterest.com/digitaldest
http://www.slideshare.net/DigitalHub
mailto:[email protected]
Page 2: Longpuddle B&B

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’

Page 3: Longpuddle B&B

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/

http://www.slideshare.net/DigitalHub
http://www.budigitalhub.co.uk/
Page 4: Longpuddle B&B

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.

Page 5: Longpuddle B&B

Longpuddle Bed & Breakfast Digital Destinations Case Study

www.longpuddle.co.uk [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 6: Longpuddle B&B

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 [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 7: Longpuddle B&B

Where do we want to be

• Double occupancy to 35%

• Increase multiple night bookings

www.longpuddle.co.uk [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 8: Longpuddle B&B

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 [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 9: Longpuddle B&B

Where are We Jan – May 2013

Occupancy

Occupied

Free

2012 14%

www.longpuddle.co.uk [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 10: Longpuddle B&B

Where are We Jan – May 2013

Occupancy

Occupied

Free

2012 14%

Occupied

Free

2013 26%

www.longpuddle.co.uk [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 11: Longpuddle B&B

Where are We Jan – May 2013

Multiple Night Bookings

1 Night

2+ Nights

2012 31%

69%

www.longpuddle.co.uk [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 12: Longpuddle B&B

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 [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 13: Longpuddle B&B

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 [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
Page 14: Longpuddle B&B

Cerne Giant Clock

www.longpuddle.co.uk [email protected]

Hand made in the Piddle Valley £35 inc p&p available from [email protected]

http://www.longpuddle.co.uk/
mailto:[email protected]
mailto:[email protected]
Page 15: Longpuddle B&B

For more information on DIGITAL DESTINATIONS contact:

Dr Philip Alford, Bournemouth University

[email protected]

@schooloftourism | @philipalford

#DDBU

mailto:[email protected]

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