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Case study: Meldrum House

Summary:

For Meldrum House, getting good tourism-specific digital marketing advice was the first step to revolutionising their business.

4 min read, Case Study
The village of Fyvie, near Oldmeldrum in Aberdeenshire, Scotland

Company

Meldrum House

Location

Aberdeenshire

Overview

Here’s how a digital check-up gave the hotel a new lease of life.

Nestled in the heart of Aberdeenshire’s tranquil countryside you’ll find Meldrum House and its stunning 240-acre estate. Today it’s an award-winning 4-star hotel, but back in the 13th century it was known as Meall Druim, or ‘the ridge on the hill’. To say it has a rich history is perhaps a bit of an understatement. With ambitions to establish themselves as one of Scotland’s leading golf resorts and wedding venues, the challenge for CEO Andy Burgess was to cement Meldrum House’s place in the 21st century.

Andy knew that the hotel’s future would be digitally led, however he also recognised the need to make an improvement on the company’s in-house skills and knowledge in order to get things started, saying: “Things have changed. The way business is done is evolving. Digital and social are now part of daily life. If you’re not there, you’re not in the game.”

Meldrum House quickly struck up a relationship with our partners at Scottish Enterprise, who helped give them a complete overhaul of their digital presence. Soon after, the hotel had a brand new optimised and mobile-friendly website, training on how to use online tools such as Mailchimp and Google Analytics – and most importantly – a digital strategy to help guide them.

Since implementing these changes, Meldrum House has seen a huge turnaround in the nature of their day-to-day business. Thanks to their new website 90% of their bookings are now made online, which means a significant amount of valuable time is now freed-up. The wealth of data and statistics they now have access to, again thanks to the new website, has given the business valuable insights and an understanding of their customers that they didn’t have before. Not only this, but their renewed use of social media (as laid out in their digital strategy) has made for a deeper engagement with guests and the wider community. They also found success in using social platforms like Facebook to serve potential guests with a more targeted range of marketing campaigns, a move that’s proved to be particularly successful for them.

Andy was pleased with his experience and industry-specific support he received from Scottish Enterprise. “It is good to know that our account manager is available at the other end of the phone and always available for help with tourism-related issues.”

Could your tourism business do with a digital upgrade? Our topic library is full of expertise on how to grow your online profile in a way that won’t just save you time, but money too. Or, if you’ve just begun your journey into the world of digital marketing, why not have a look through our event schedule for a workshop, one-to-one surgery or lecture that’ll help get you off the ground?

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