Member Article

Marketing tech investment for holiday park operator

UK holiday park operator Bridge Leisure has invested in new technology to supercharge the customer experience in 2020 and beyond.

With nine parks in locations from Cornwall in the south east to Moray Firth in Scotland, the team has implemented marketing automation platform Force24 into its business, to boost both marketplace loyalty and new bookings.

Recommended to Bridge Leisure by a trusted marketing agency partner, the martech will be used to raise the profile of the brand, drive engagement and boost bookings.

Bridge Leisure will primarily target historic, current and prospective self-catering and touring holidaymakers, including those who have previously enquired about a leisure break. Caravan sales will also represent a new area of business interest for the team to explore as they move into the new year.

Force24 will enable the brand to power thousands of ultra-personalised email messages over the coming months. The goal is to send very different customers on a journey through the CRM (customer relationship management) process, so that they receive only highly-targeted information – relevant to them – when they most want to read it.

Commenting on the investment, Bridge Leisure’s senior marketing manager Rachel Elliott said: “We love holidays and know how important they are to our guests too. That’s why – as a team – we are genuinely passionate about ensuring holidaymakers are happy, time after time.

“In an increasingly fast-paced and competitive tourism industry it is therefore crucial to ensure we maintain a differential and show just how valued our customers really are. We can gather so much – compliant – insight about people who have, or might like to, enjoy a break with us. And we can use this intel to drive more personalised conversations that lead to the getaways our customers are really looking for, and the continued growth of our national brand.”

The investment in Force24 represents Bridge Leisure’s first ever use of marketing automation technology. When asked why the technology was right for them, Rachel continued: “As soon as we met Force24 we were really impressed by both the platform – particularly the potential that comes with email and landing page snippets – and the team. Their level of support is excellent, which is imperative for a business who cares so much about customer service.”

Force24 is no stranger to the leisure and tourism industry with existing clients including active holiday provider Nielson, Erna Low and Leisure Resorts. The technology is one of the fastest-growing UK built and managed marketing automation platforms in the market, currently sending upwards of 15 million emails for clients, every month.

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