We have worked with Skiweekends since 2007 and have helped the company more than double in size during that time. In that time we have worked hard to ensure this independent tour operator has the brand awareness and customer experience to compare with its larger travel company competitors. We have used the marketing budget wisely each year to invest in the correct technology and utilise the best channels to deliver optimum return on investment.
The previous site had been in existence for 4 or 5 years and the range of resorts and products had grown considerably. So the site had become cluttered and the search tools were no longer adequate. The site was (and still is) a busy site and attracts high levels of traffic (over 3000 unique visitors a day) during the season so the main objective was to improve the conversion of that traffic to customers.
For the 2013/14 season, a new website was implemented on the Sitecore platform. The interface was dramatically changed to suit the 58% mobile usage (smartphone and tablet combined). Personalisation and customer profiling techniques were used to optimise on-site conversion, better target email marketing and improve customer service. The existing site was integrated with a Holiday Reservation system we also had to carefully specify all the functionality and develop test harnesses for some of the key functional parts of the site. Throughout the season we used the personalisation and campaign features of the site to improve product placement on key pages and to improve promotion of late space/availability. Increasing customer engagement through customer service, Social Channels, Feedback forms and e-mailers were a must from the new site. By looking at customer data and the activity of a user on the site, we are now able to personalise the experience and promote/cross sell particular packages and incentives.
Sagittarius achieved all the objectives set for increased brand awareness and greater online bookings, through the website, which is now receiving in excess of 3,000 visitors per day in peak season. The implementation of the new Sitecore website has resulted in 16% business growth for the season and along with an on-going online advertising campaign we have achieved the following compared to the previous year. To help achieve an increase in online sales, customers have the unique ability to search and view coach packages with dynamic flight packages. They can instantly view cost and date availability to encourage instant bookings. The site is supported with SEO and a highly-targeted PPC advertising campaign.
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