With over 1.5 million people enjoying a Hoseasons holiday every year, it is no surprise that the company enjoys high levels of brand awareness. Hoseasons was established in 1944 and today offers over 30,000 luxurious lodges with hot tubs, cottages, holiday parks and boating getaways. Around 70% of Hoseasons bookings now take place online and its loyal family customer base has expanded to include more couples and groups.
With online sales so important to the business, Fresh Relevance was approached to help turn more lookers into bookers. Head of Marketing at Hoseasons, Jonathan Hudson explains: “Hoseasons works extremely hard to generate customer demand and Fresh Relevance helps us to successfully harvest the demand we create.”
“Hoseasons works extremely hard to generate customer demand and Fresh Relevance helps us to successfully harvest the demand we create.”
Jonathan Hudson, Head of Marketing
Fresh Relevance already had a proven track record working with the cottages.com brand since 2013 and achieving a reported 957% return-on-investment. One of many innovations Fresh Relevance worked on with Hoseasons was to automatically pull ‘live’ customer-generated content from the Hoseasons Instagram page into its marketing emails using the Fresh Relevance Instagram SmartBlock. Another new addition has been the introduction of its Countdown Timers in emails and on the website, used to drive increased responses from marketing promotions. “Our experience using the Instagram SmartBlock and Countdown Timers is that they are fantastic ways to create social proof, build a sense of urgency, encourage click-through rates and conversions” adds Hudson.
Fresh Relevance also powers Hoseasons Cart and Browse Abandonment email programme. Today, if a visitor searches the website for a holiday and specifies dates, or a certain type of holiday and does not make a booking, information relevant to their preferences automatically populates a personalized abandonment email which is sent shortly after them leaving the site.
Hudson concludes: “We have seen revenues from browse abandonment emails reaching 50% of our cart abandonment activity, which is extremely impressive.”