Since 2015 Woodloch Resort has been a power-user of the Flip.to platform, led by Director of Marketing, Rory O’Fee. He and his team have always felt that personal stories and authentic conversations are what resonate with travelers.
Recently, Woodloch implemented Discovery, and after only a short time, O’Fee and his team have been astounded by the results.
How did they end up with such a big bump in revenue and conversion? Let’s look further.
At Woodloch Resort, everyone is family. “We’re a family business that employs families that cater to families vacationing,” explains O’Fee. With thirty plus activities scheduled daily and inclusive meal plans, it’s easy to see why families are the number one draw to the 225-key resort. The property’s shores along Lake Teedyuskung, in the picturesque Pocono Mountains, are a wonderful place to make memories.
Marketing on Authenticity + Trust
Woodloch’s homegrown property management system has evolved over time, but is still limited for O’Fee’s marketing needs. When he first heard about Discovery, he knew it was a solve for many of his pain points.
“It’s the feeling you get when you come to Woodloch that leaves a lasting impression. That’s how we bring a family aspect into our marketing. We extrapolate those stories, and let people share their best moments,” says O’Fee.
Advocacy has been supporting that strategy for some time now in the dreaming phase. But O’Fee wanted to bring those tenets into focus on the planning phase.
“The Discovery platform has given us a new set of tools that I haven’t had access to previously. And that’s looking at traveler intent and interest—their timing interest, and their lead time to booking.
And being able to craft a message to talk to them, and help guide them through the booking process at the right time. That has been a wonderful tool for me, because I get to see when people are interested and looking. Then I can really shift my strategy accordingly.”
Intent: A Crystal Ball
That’s important for Woodloch, since its activities shift from season to season, maximizing fun in each. Winter’s snow tubing and “Winter Olympics” activities give way to spring and summer’s boating on private Lake Teedyuskung, nature walks through the mountains, and outdoor concerts.
Knowing a traveler group’s season of interest and mix of ages helps Woodloch continue the conversation further. It helps to connect them with the experience that helped win them over.
The Discovery Difference: Unveil + Re-engage
With Discovery, travelers unveil far earlier in the funnel than a traditional booking path. Once a planner unveils, Woodloch tapped the platform to nurture around the experiences for their age mix, save their plans until they’re ready to book, and most importantly, re-engage at the most appropriate point in the traveler’s planning stages.
It’s no secret that understanding more about their travelers drives Woodloch’s impressive increase in conversion.
The Future: Better Marketing
Overall, Rory is seeing a strong desire for families to reconnect post-COVID. Like any marketing effort, reconnecting with and growing audiences also means navigating challenges around privacy and compliance that will continue to be important to travelers in the future, often strained by fragmented policies at varying levels.
“To be in compliance with one thing, you’re out of compliance with another. It’s very complicated.”
But he’s optimistic about working through those challenges with Flip.to and people like Customer Success Team Lead, Michael Mathews.
“I know you’re going to grow, and come up with new solutions that will enhance the travelers’ experience. In doing so, you’re going to enhance the supplier’s experience in getting people booked,” said O’Fee.
“You’re working to change an element of the travel experience, and I’m excited to be a part of that.”
If you’d like to stay in touch with Rory to hear more of his ideas on where travel marketing needs to be headed, give him a follow, here.
If you think Flip.to can help you have better conversations with your travelers, and in doing so, increase your conversion at the same time, we’d love to hear from you.