The Digital Destinations project is an ESRC-funded research project run by Bournemouth University that aims to help tourism businesses adopt digital technologies. Longpuddle Bed and Breakfast participated in workshops covering online marketing strategy. They revamped their website, added links and analytics, and collected a customer database. This increased their occupancy from 14% to 26% from January to May 2013 and multiple night bookings from 31% to 81%. Moving forward, they will focus on SEO, keeping their website updated, online booking, targeting customers, and developing social media.

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 Longpuddle Bed
and Breakfast
Longpuddle Bed and Breakfast wanted to increase occupancy and extend length of
stay, via a revamped website, links to local suppliers and external forces such as
Tripadvisor, improved Google Analytics and meta tags, and finally by developing and
utilising a database of customers. The business has seen immediate results and has
identified clear approaches for the next steps.

5. Longpuddle Bed & Breakfast
Digital Destinations Case Study
www.longpuddle.co.uk ann@longpuddle.co.uk

6. Where were we?
• Poor Website with limited SEO
• Stale with old pictures
• Links from and but no outgoing.
• Only selling 17% (31% single nights)
• No Analytics
• No customer database.
www.longpuddle.co.uk ann@longpuddle.co.uk

7. Where do we want to be
• Double occupancy to 35%
• Increase multiple night bookings
www.longpuddle.co.uk ann@longpuddle.co.uk

8. What have we Done (to Date)
• Revamped website .
• Added links to local pub and Tripadvisor.
• Added Google Analytics.
• Improved meta tags
• Collected database of customers
www.longpuddle.co.uk ann@longpuddle.co.uk

9. Where are We Jan – May 2013
Occupancy
Occupied
Free
2012
14%
www.longpuddle.co.uk ann@longpuddle.co.uk

10. Where are We Jan – May 2013
Occupancy
Occupied
Free
2012
14%
Occupied
Free
2013
26%
www.longpuddle.co.uk ann@longpuddle.co.uk

11. Where are We Jan – May 2013
Multiple Night Bookings
1 Night
2+ Nights
2012
31%
69%
www.longpuddle.co.uk ann@longpuddle.co.uk

12. Where are We Jan – May 2013
Multiple Night Bookings
1 Night
2+ Nights
2012
31%
69%
1 Night
2+ Nights
81%
2013
19%
www.longpuddle.co.uk ann@longpuddle.co.uk

13. Where are we Going
• Must continue to work on SEO (best return on time)
• Must keep website up to date
• Launch online booking pages
• Continue to develop customer database and use to target
with offers
• Develop Social Media in due course
• 35% occupancy seems possible
• Use Secret Weapon?
www.longpuddle.co.uk ann@longpuddle.co.uk

14. Cerne Giant Clock
www.longpuddle.co.uk ann@longpuddle.co.uk
Hand made in the Piddle Valley £35 inc p&p available from rl@3lambs.com

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