Member Article

Luxury holiday park group taps into smart tech to transform its digital marketing

People looking to book their next UK getaway or holiday home ownership should have the chance to receive more relevant, engaging comms from luxury holiday home and lodge park operator, Leisure Resorts.

The family-run holiday park group has upgraded its online capabilities by plugging in marketing automation platform, Force24. The duo’s partnership aims to reinvigorate marketing campaigns, gather in-depth sales information and analyse online traffic, in order to shape future customer correspondence.

Additional support includes the building of ultra-personalised landing pages and targeted e-newsletters to engage new and existing clientele. It is hoped that the move to savvier comms will help boost engagement and conversions as the brand gears up for further growth.

Commenting on the partnership, Izzy Rudman, digital marketing executive, for Leisure Resorts, said: “Using Force24’s platform helps us to really drill down into the results of our campaign activity. We can now see what is working, and where we should enhance the content we’re providing.

“Being able to send all comms from one central hub is incredibly beneficial because it allows us to keep track of everything we’re doing and ensure our brand messaging remains consistent.”

Commenting further, following the set-up phase, Izzy added: “We use Force24 for all our external comms now. The platform has become an integral part of our business and I’m sure, as we further utilise its functionality, we’ll see even greater results.”

Lee Senior, head of client operations, said: “We’re enjoying helping Leisure Resorts to truly understand each individual customer journey and develop the ways in which they can communicate with holidaymakers both during and after their stays.

“Traditionally, travel marketing duties have been spread thinly because these departments often wear multiple hats and are burdened by many, everyday manual processes.

“Using the platform should help alleviate those issues and, in turn, increase productivity and achieve greater engagement with an audience because they’re receiving relevant comms, at the right times.”

Leeds-based Force24 – first established in 2011 and home to the fastest-growing, UK built and managed, GDPR-compliant marketing automation platform – works alongside a range of travel and tourism brands such as Zip World, Park Holidays and Riviera Travel.

Members of the team are also recognised within the sector, having been invited to speak at a variety of events such as Online Travel Training’s 2020 conference and Swiss Innovation Day, held in central Europe.

This was posted in Bdaily's Members' News section by Katie Mallinson .