Synonymous with classic British family holidays, resort operator Butlin’s sought a digital solution to engage visitors before their break. The project needed to simultaneously provide an exciting, anticipatory experience for the customer and commercial opportunities for the brand.

Personalised holiday planning

We built a digital holiday planner to help the holiday organiser get the most out of their break, whilst maximising the whole experience right from the first engagement. Localised and specific to each particular resort and booking, it includes a full list of activities that will be available when the family are visiting.

By enabling the organiser to create an online itinerary and plan their upcoming visit by the hour, the planner helps holidaymakers to pack in as much fun, activities and entertainment as possible to get the most out of their break.

Another advantage for the customer, is that the planner solves one of the biggest holiday headaches for busy families – meal planning. The ability to plan family dining in advance, choosing from an extensive menu, deals with yet more time-consuming details, and allows visitors to relax in the knowledge that it is all taken care of.

Increasing visitor engagement and ancillary sales

The planner also provides considerable commercial advantages; it encourages holidaymakers to spend time browsing potential activities, events and meals. This increases the engagement the customers have with the brand, leading to opportunities to offer additional chargeable upgrades and activities.

The planner uses up-to-date data from Butlin’s existing back-office systems, so that changes to activities or their availability is reflected automatically across multiple channels, including the marketing website, iPhone app and call-centre.

The activity planner has also enabled Butlin’s to be smarter operationally. Built-in analytics provide intelligence to the Resort Activity Managers about booking levels for all activities. This enables the business to plan activities with foresight, reducing the risks of frustrated guests and a negative experience due to lack of provision.

Strengthening brand loyalty and business operations

Tools like this are integral to creating lifetime value. By enhancing the customer experience, we strengthen brand loyalty. The empathetic, considerate aspect of using digital planning to identify customers’ needs helps to ensure repeat business. At the same time, Butlin’s benefits from operational improvements - such as a reduction in the number of telephone enquiries the call centre receives - leading to time and cost efficiencies.