Binna Burra Lodge case study
View from Binna Burra Lodge, Gold Coast Australia
Binna Burra Lodge is one of Queensland’s iconic eco-tourism businesses. Established 85 years ago in the World Heritage Listed Lamington National Park, the Lodge has a variety of accommodation types including luxury apartments, heritage cabins and camping.
“Hotel Digital Marketing was asked to provide a health check on Binna Burra’s on-line sales and marketing efforts toward boosting revenues in these channels. A one day on site review and workshop assisted the marketing team to align each of the on-line sales channels to better capture bookings and win greater yield from advertising and promotional activities. Identification of past guest and conference databases, to be used for electronic direct mailing (eDM), was also an integral part of the consultancy.
In the months following the digital health check and workshop, revenue from direct bookings have increased by 10% with greater yield from Binna Burra’ website, combined with an increase in telephone bookings generated via eDMs to past guest databases. A new booking channel was also opened up via the Binna Burra’s facebook page to capture bookings for monthly events and associated accomodation. Utilising social media as a booking channel has tripled events based revenue.
Binna Burra Lodge reports that the work completed by Digital Hotel Marketing has been fundamental in understanding the various strands of on-line marketing it possessed in-house and bringing them into a cohesive system. This digital system has now activated the Lodge’s strategic marketing plan and is used to generate greater awareness and increased and measurable revenue.”
Visit: Binna Burra Lodge
