The Roe Park Resort in Limavady has reported a 30% increase in online sales following an investment of £65,000 in digital booking technology.
The steep growth in online sales means that a quarter of all bookings at the resort are now made online. According to the resort, its investment in online booking technology has driven sales and contributed to its positive room occupancy figures.
Recent figures published by Tourism Northern Ireland show the average hotel room occupancy for Jan – Aug was 70% across Northern Ireland and 66% for the Causeway Coast and Glens region. The Roe Park Resort has outperformed both the industry and local authority average with room occupancy of 74% for the same period.
The Roe Park Resort’s Marketing Manager, Sinead McNicholl, identifies the business’ digital investment, which includes website upgrades and a new booking engine, as an important contributing factor to the resort’s success:
“Our investment in digital technology has provided a simpler and speedier platform for our customers, with fewer clicks required to find what they are looking for, and has also seen significant changes in how we manage our bookings and promotions.
"The new system has made it much easier for us to introduce special promotional packages and combination deals across our golf, spa and health club facilities - which have proven very popular.
“The increased online business speaks for itself. It is great to see that the investment we put in place is paying dividends."
According to Ms McNicholl, transparency in pricing is an important driver for customers. “Part of this investment includes launching a new price check feature to our RoeParkResort.com booking engine which means customers can compare room prices with online travel agents. We want our customers to know they are getting the best deal by booking with us directly” she said.
This latest investment by the Roe Park Resort follows the completion of a major £400,000 upgrade to its golf and health club facilities in 2015.