Marketing your Holiday Home
We love holiday cottages as much as we love marketing. Our aim is to help you maximise the revenue potential of your holiday home. We don't just stick your property on a website and leave you to it, we work with you to enhance your property and get the best from it. The primary objective of all of our marketing activity is to bring you bookings - lots and lots of bookings!
To do this, it’s really important that we know who our holidaymakers are. We regularly review our customer and booking information so that we can really get to grips with who we are marketing to.
Some Interesting Facts
- 30,099 holidaymakers welcomed by Suffolk Secrets in 2015
- 27.1% of the holidays taken with Suffolk Secrets are 6 night stays or less
- 18.1% of our bookers bring their pet with them
- 39.8% of our holidaymakers are aged 18 to 64
- 50.1% of our holidaymakers travel less than 100 miles to their Suffolk Secrets holiday home.
- 344k targeted emails sent during 2015
- 46.7% of our bookings are made online.
Our website is the most important tool we have to promote Suffolk Secrets and its performance and content are vitally important. Unlike some of our competitors, our website is 'responsive' which means its appearance changes to best fit the device on which it is being viewed. We monitor our website statistics on a regular basis to ensure that it is performing as it should. We invest a substantial amount in 'pay per click' advertising to ensure that our position in Google is good and we work hard to ensure that we are always adding informative and relevant information to our site, which creates a good user experience and also improves our ‘organic’ search engine performance.
Our social media audience is always growing, thanks to the varied content we upload. As well as promoting special offers and showcasing individual properties, we also include content about what’s happening in Suffolk, run competitions, and share other interesting content we find from local tourism contacts.
A popular alternative to a traditional brochure, our lifestyle magazine is produced twice a year, and includes lots of features about Suffolk as well as listing all our properties. This is available to pick up from our offices and can also be requested online.
We communicate with our customers regularly, but we don't 'overdo it'. Our approach is very 'soft'. We'd rather whet the appetite of the holidaymaker with beautiful imagery and reasons to visit our beautiful county, than bombard people with special offers.
The national and local publications in which we advertise are chosen carefully to match our customers. We are also involved in sponsorship of several local events.
We work closely with our PR agent who keeps us informed of any national and local opportunities for press coverage. We regularly arrange press trips for journalists and send information to be included in travel and tourism features.
We also work closely with local tourism agencies such as Visit Suffolk and The Suffolk Coast and a number of UK and overseas affiliates. In fact,we even sit on the marketing panel of Visit Suffolk and helped to create The Suffolk Coast to ensure Suffolk gets the best possible coverage.
Suffolk Secrets is one of a collection of local holiday brands owned and operated by The Original Cottage Company. Cottageholidays.co.uk is the national website for The Original Cottage Company and this website pulls together all of the holiday homes that are part of these local brands. It also has its own central sales support telephone line.