A swell season

Argyll Holidays are one of the biggest groups of holiday parks in Scotland, offering an impressive selection of accommodation and entertainment for couples and families. We were asked to create them a beautiful website that not only catered for their customers, but demonstrated the awe-inspiring local landscapes and made booking management easier.

We are delighted with the results. The site looks terrific, it’s easy to navigate and the administration system is a dream to use. It is definitely going to enhance our customers' experience of our brand.

Fiona Campbell
Argyll Holidays

Between the team we’ve over a decade of online tourism experience and have previously worked with multiple holiday parks, so we felt confident we could meet these demands, as well as dramatically increase their online revenue. And so far we’ve been proved correct.

The Brief

A well established and family run business, Argyll Holidays has passed down the generations of the Campbell family and today exists in 7 locations across western Scotland. Initially, Argyll Holidays’ main aim was to simplify their online booking system, making it easier for customers to book holidays online.

Alongside this, they were keen to showcase their parks’ impressive facilities and locales. By placing an emphasis on photography, they could really showcase the stunning scenery in the surrounding areas to their full extent, whilst creating an all round visually pleasing experience.

Besides the main website, Argyll Holidays wanted to develop separate microsites to sell holiday homes and showcase their fantastic ‘Go Active’ on-site activities. Keen to unify the three and highlight the parks’ unique holidaying potential, each site aims to exist individually whilst also sharing a look and feel that culminates in a strong online trinity and well developed identity.

Strategy

We approached Argyll with a similar attitude adopted previously when designing for the tourism sector, considering first and foremost the parks existing audience and potential customers online. We carefully considered the paths visitors would traverse through the site when developing the layout, with a focus on helping to optimise booking results.

Overall, we wanted to create a site that ensured a user friendly experience, with regularly updated, relevant and engaging content. We aimed to really focus on individual holiday park strengths, most notably the fantastic selection of activities at Hunters Quay, whilst also conveying the staff’s professional expertise and friendly, personable demeanors.

Execution

The Argyll Holidays home page was designed for impact, focusing on their two main parks—Drimsynie Estate and Hunters Quay. Special Offers play a prominent role, whilst the photography is designed to draw visitors further into the site, where they’ll find a wealth of further information. We remained true to the Argyll brand identity, using a consistent colour palette of blue and green, representing the parks prime location by a waterfront, surrounded by a spectacular forest of greenery.

Besides the focus on visual, the main website is powered by a sturdy Drupal administration system, that makes the curation and control of the plethora of interconnected content nice and easy. Working alongside a custom built booking system that integrates seamlessly with various third-party products really ticks all the boxes.

The Holiday Home Sales site was built using a responsive framework, with the intention of being accessed through multiple devices. The Go Active site provides invaluable information about the activities on offer, as well as a device designed to help identify the perfect activity programme for customers in a fun, friendly and interactive manner. The use of playful copy and full screen background photos throughout engage and familiarise viewers with content.

Results

The revenue from organic traffic has doubled since the launch of the new site in June 2012. Users are spending significantly more time on pages and bounce rates have dramatically decreased. We can attribute this to a combination of better search positions, a more engaging user experience and a much more functional booking system.

The Holiday Home Sales and Go Active sites both receive regular visits from the main portal, maintaining a consistent traffic of readers. As well as impressive stats, Argyll Holidays have received positive feedback from customers in relation to their online facilities, and made valuable contacts for the future through successful marketing campaigns.

As a result of recent successes and the fantastic relationship we’ve developed with Argyll Holidays, there are future plans, amongst other things, to develop a mobile sales site—a project we are immensely excited about.

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