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

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

ddp@bournemouth.ac.uk

@schooloftourism | @philipalford

#DDBU