23 Nov 2009

iVisitor Guide - the Tatton Pilot

The Tatton Cluster Development Pilot ran between 1st June 2008 and 31st May 2009. The project involved 11 different businesses based in or near Tatton Park, Knutsford that represented a cross section of Tourism Providers – Accommodation, Attraction, Food & Drink and Retail. The pilot project involved creating an online cluster development tool that would enable these businesses to cross-promote and provide better visitor information to consumers.

The technology to be deployed had to be based on Visit Chester & Cheshire’s [VCC] DMS yet repurposed to enable the widest possible distribution of the core data across new online distribution channels. Central to this project was the idea that VCC could step beyond the point where its content was only used on a very small number of websites. We need to make this valuable content available for other websites to use.

The pilot introduced the concept of an online visitor information service that Tourism Providers could tailor precisely around the needs of their own business. In addition to developing individual online visitor guides for each of the pilot businesses the project also created a template driven cluster site that promoted the region that included all the participant Tourism Providers.

The pilot findings include the following highlights:

• Tourism Provider marketing exposure increased by 239%

• Product Details Displayed increased by 116%

• Unique Visitors increased by 28%

In addition we have seen improvements in Google rankings, gained new market intelligence and enabled the widespread distribution of core DMS data. Traditional barriers to cluster development have been overcome and the technology to enable online cluster development is now proven, for the benefit of business today.

Check through other articles on this blog to gain further insight into how iVisitor Guide can help you - whether you are a Destination Management Organisation or a Tourism Provider looking to get more business!