Background to the Project
Beverley Holidays is a family run Devon holiday park located close to Paignton on the south coast. Firmly established as an industry leading holiday destination, the park offers extensive on-site entertainment, indoor and outdoor swimming pools plus a number of bars and restaurants. Families have been returning time and time again for holidays for over 60 years.
Beverley Holidays has a range of accommodation options. From high-end caravans and lodges (some with hot tubs), touring and camping to holiday home sales for those looking for a more permanent holiday destination. It also benefits from a prime location near the South West Coast Path and nearby attractions of the English Riviera.
Having worked closely with Beverley Holidays on all aspects of their digital strategy for several successful years, and with digital marketing expertise in the holiday park sector, we were uniquely qualified to complete a full revamp of their online platform, including website redevelopment and launch their first ever mobile app.
Our Challenge
Our goal was to re-develop the Beverley Holidays website in order for it to be informative, engaging and easy to use. A primary aim was to offer users the ability to search for holiday prices and availability before being transferred to their online booking system to confirm and pay for their booking.
As well creating a visually stimulating and fully responsive website we were tasked to develop an accompanying mobile app. This complete digital platform needed to be experience-led to add value to customers on the park focussing on holiday experiences both on and off the park. The result needed to showcase the brand as a family-friendly, trusted and industry leading within the holiday park sector.
Our Approach
We wanted to ensure that the user experience was uncomplicated and therefore set out developing a simple, streamlined website which allows users to find their desired information quickly. Making the experience of checking availability, placing a booking and finding things to do a much easier process. By using clear call-to-actions throughout the website, we improved the booking funnel and links to holiday homes sales.
The project included some advanced API development with their park management system Prophet and an easy to manage CMS platform.
The crowning glory of the project was the development of a brand new mobile app, available for both iOS and Android devices. It offers seamless integration alongside the new Beverley Holidays website, this limits the need to duplicate content. The solution provides Beverley Holidays with app management and content control via the website’s WordPress CMS platform. It also provides them with full control over the distribution of push notifications to engage with customers when they are on the park.
For users of the app there are a number of key features for them to enjoy. With a host of core modules including the ability to:
- log-in with existing booking reference numbers to personalise content.
- link through to online booking of takeaway food, events and activities.
- favourite on and off park attractions, facilities and dining options
- navigate a GPS linked park map showing on-park facility locations
- view a five day weather forecast for Paignton
Beverley Holidays can now provide a service to their guests in the palm of their hands, like never before.
Our Results
The team at Beverley Holidays are delighted with their new fully responsive website and app, and it is already making its mark with their guests, driving new bookings, app downloads and reviews. Early reports suggest that 90% of guests now arrive having already downloaded the app.
We’re over the moon with the success of our new website and app. We’ve had great support from all the team at Key throughout the whole process. They have made a complex, multi-stage project a pleasure to deliver. I’m really impressed with the results. Even though they were launched during the lockdown period, the take up and engagement of both channels has been fantastic.
Launching our first ever app was a bit of a leap into the unknown for us. However the hundreds of downloads and 5 star reviews we’ve seen just in the first few weeks has shown that this is a great new tool for us to connect with our guests and a worthy addition to our suite of digital tools.
Claire Flower – Director, Beverley Holidays
Key Project Facts
- Website users – 49% Increase (July 2020 vs July 2019)
- Website revenue – 208% Increase (July 2020 vs July 2019)
- App Store reviews – 5-star rating average
- App downloads – Over 500 in first month
Since the launch of the new website, we’ve seen a significant increase in holiday bookings. Now guests can more easily search holiday availability and prices is a fantastic improvement. And being able to edit both the app and website from our one CMS platform is a great efficiency saving for us. With these new tools at our disposal, we are very optimistic about what the future holds. We are also exploring if we can use the same system to manage the information on our internal TV displays. The future is looking very bright for Beverley Holidays and our guests!
Claire Flower - Director, Beverley Holidays