The Cairns Alpine Resort and Golf Club, located in the picturesque Lake Tekapo, is a stunning holiday destination in the south island of New Zealand.
The uniqueness of The Cairns comes from its rich history of farming, which has transpired into unforgettable guest experiences that combine modern comforts with rustic, restored high country lodges, huts and home-stays. In addition to accommodation, The Cairns offers a wide range of activities unique to the region - including stargazing and the popular golf course.
While The Cairns was making significant year-on-year progress with it’s on-site facilities and operations it's online presence wasn't keeping up, which meant that there was an opportunity to address challenges in specific areas throughout their customer journey - pre, during and post visit.
The Cairns website specifically no longer did an adequate job of showcasing their different accommodation options, making it difficult for the user to understand what might work best for their needs. Furthermore, the CRM system was clunky and outdated, which made the booking experience even more complicated both externally for customers and internally for management. These were the fundamental challenges that ultimately hindered the wider guest experience, which The Cairns was ready to tackle in a comprehensive manner.
If not resolved sooner than later Cairns knew that these challenges, many of which were user-experience led, would have negative implications for its business moving forward. Not only was their existing website and booking system creating bottlenecks for current bookings, given customer expectations when compared to the competition there was legitimate risk in getting left behind.
Clunky user experiences online can erode engagement over time, which will result in missed opportunities to attract and retain high-value customers, as well as provide them with a memorable experience that they would continue talking about with friends and family long after their visit.
To overcome these hurdles and achieve their objectives, we began with performing a comprehensive Website and CRM Audit to better understand the current digital landscape strengths and weaknesses. Our Audit serves as a foundational step for:
By positioning the customer at the centre of their digital strategy, it now laid the groundwork for subsequent projects that ensured customer experience was a priority throughout key user journey touchpoints and project milestones.
The result of our digital strategy and website redesign + booking system implementation has immediately began to deliver tangible results for The Cairns Alpine Resort and Golf Club.
The Cairns now can focus on driving traffic, improving user engagement and benefiting from a more tailored, efficient marketing approach overall. Most importantly, our combined efforts are contributing to improved brand experience and loyalty in a competitive tourism marketplace.