The importance of technology continues to grow amongst all industries, from finance to hospitality. It’s therefore no surprise that holiday parks should be consistently utilising technology in their marketing, particularly as capitalising on the online space is the current trend in 2015. So how do you go about beginning to use technology in marketing your holiday park? This post will outline some successful strategies you should consider.
Content is king, no matter the industry. Today’s consumers are craving regular, quality content, and they’re searching online for this content every day. By engaging in content marketing you’ll be putting your holiday park on the map, and developing trust amongst potential consumers. Educational, non-sales, editorial content pieces are a great way of showing your expertise in the industry, and inherently advertising your holiday park without being too obvious.
Many holiday park owners choose to simply list their properties on accommodation sites, relying on customers to find the information they need on these larger, consolidated sites. However, a website for your holiday park is an important marketing strategy. Not only does it bring credibility, but it can add legitimacy to your brand while also being more easily accessed and navigated by potential visitors. A website is a great way to display all relevant information about your holiday park, and even allow bookings to be made directly thereby saving you on referral booking fees.
More and more consumers are using their mobile devices to access the internet and conduct their daily tasks. It’s therefore of utmost importance that you have your holiday park mobile-ready. This might include developing a mobile-friendly version of your website, which allows bookings to be placed on a customer’s mobile device. Remember, a lot of the time people are booking accommodation while on the road. It’s also a good idea to download any accommodation-booking apps and ensure your holiday park is listed as a property.
Alternatively, you may look at native mobile apps, however this is usually more costly and not always necessary. A responsive website will allow your website to be viewed clearly and efficiently on any mobile device. User experience on mobile is one of the highest points of frustration for customers, so dealing with this will put you ahead of the pack.
Furthermore, tracking your mobile conversions and analytics is an important marketing activity, as it will allow you to optimise what’s working.
Search Engine Optimisation
With online search engines being the dominant and primary method that consumers use to find what they’re looking for, it’s important that your holiday park is not missing out on valuable traffic. The complexities behind SEO are endless, but the elements of a website, mobile site, and content marketing all come into play from a search engine perspective.
For example, Google prioritises websites that are mobile friendly, and also indexes original, relevant content. More comprehensive search marketing strategies are available to target consumers and improve your rankings, and this marketing avenue should not be underestimated.
Social media has become commonplace, with both adults and younger generations alike all owning their own personal profiles. It’s therefore important that your holiday park has a social media presence. Using these channels to communicate with your audience and share insights into your holiday park is an effective way of building awareness and exposure. Using social media to tell your story is a great way of identifying with prospective visitors and giving them a way to relate to you.
With so much content being created all over the internet every day, it’s sometimes easy to get lost amongst the crows. However the trend towards alternative content delivery is also increasing. Using video to show people around your holiday park, give them information about the local area, or simply a behind-the-scenes look at the property can create valuable interest and engagement. The audiovisual channel is becoming an extremely important marketing tool, and sites such as YouTube are free to use so there’s no reason not to.
It’s easy to assume that with all the focus on technology and mass marketing, consumers are searching for quantity over quality. However the personal touch is extremely important, especially when it comes to your holiday park business. Your visitors crave a personal experience, so customer service is paramount in this regard. Technology still comes into play here as you collect, store, and use data about your visitors to better serve and target them for future campaigns. Knowing where your visitors are coming from, how old they are, and what their accommodation preferences are can really help you to give them a more personalised experience.
A local presence
While the internet provides scale like never before, the desire for personal service and the sheer amount of information available means you shouldn’t forget about your local presence. Focusing on being visible in local searches will help you stand out when users search for an area or browse directory listings. This approach ties in perfectly with the ‘personal touch’ and you can use these profiles to deliver on personalisation in a credible manner.
Ensuring that you stay abreast of these trends and develop ways to capitalise on each of them will put your holiday park in an excellent position when it comes to marketing. THe intersection of digital channels and personal service will provide plenty of opportunities for local business, such as holiday parks, to gain an advantage.