Industry:Travel & Tourism
To develop both a completely new brand, website and business management tool to showcase the wide range of properties and niche holidays that Cartwheel can offer. The site needed to have a property management system detailing availability and be supported with a full marketing strategy.
The creation of a bespoke website and brand including the following features
- A new and innovative design concept
- A dynamic search function highlighting niche holidays
- The ability to connect to third party booking agencies
- A late availability search function
- A property management system for visitors to the site and owners of featured properties
- Consultancy and advise on the development of new revenue streams and their business model
- A full and in house supported marketing strategy
Cartwheel have been a client with Organic Development for over three years. During this time, we have worked closely with Cartwheel, initially offering web consultancy services. Their original website had been hacked and severely compromised; we undertook works to secure the site and get it live again with the minimum business impact possible.
The relationship grew and from there we were tasked to build and develop a new site and brand image for Cartwheel. They now have a fantastic new site and a brand that they can be proud of that best showcases their ability to provide niche and varied holidays. The site is intuitive, interactive and easy for users to navigate around.
The dynamic search function allows visitors to the site to pinpoint niche holidays and view their availability. The system we have created allows properties to fall into more than one niche area and display text relevant to each niche rather than just a generic description of the accommodation.
We developed, built and tested in house a unique property management tool for Cartwheel that not only allows visitors to the site to search for and view properties but also allows the owners of the property to manage their own listings. Property owners have the ability to update and refresh the availability of locations including a ‘late availability’ option for sites that are free within the next four weeks. Visitors to the site can then use this section to view and book a last minute get away.
This bespoke system also allowed for some detailed tracking of property popularity to be implemented. Monthly reports are supplied to both the website owner and property owners, detailing how many times a property has been viewed, the details read and how many visitors have clicked through to submit a booking request. This tracking gives great insight into each properties success and is used to further develop the sites popularity.
The execution of a substantial marketing campaign to support the launch of the site has ensured that positive results have been achieved almost instantly. We have rolled out a full SEO campaign alongside link building activities, the creation of microsites to drive traffic to the site and constant updates to include new promotions on the site. Our specialist in house team drive this activity forward and are constantly looking to update the usability of the site to increase its success. Since the marketing strategy began we have seen the following results
- 215 1st position rankings
- 867 top ten rankings
- 130% increase in traffic to the site over two years
In an increasingly competitive market, we have also helped them evolve their business plan and model, developing new ways to generate revenue, and changing the way they bill their clients to increase profitability. The business has generated significant new revenue stream as a result of this work.