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.

1. 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

2. 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’

3. 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/

4. 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.

5. Langtry Manor Hotel
Action Plan

6. Summary
Situated in the heart of Bournemouth, this family owned
hotel is renowned for its luxurious accommodation…

7. 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

8. 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

9. 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

10. 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.

11. 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

12. • http://www.langtrymanor.co.uk
• https://www.facebook.com/langtrys
• https://twitter.com/LangtryManor
• https://plus.google.com/101726230091860345692/posts

13. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU