Castle Brake

Rebrand, web development & booking app integration in the tourism sector

Castle Brake is a family-run holiday park set in East Devon. Tribe Digital was tasked with designing and developing a new website for the accommodation provider. Having worked with their sister park Ladram Bay since day one (they were our first client), we were well versed in what the team required from a site and where pinch-points existed on their existing setups. The team wanted a CMS which they could update independently, amending offers, add or remove accommodation types and tweak banners without the need of developers. The Castle Brake and Ladram team were already big fans of the WordPress CMS so we migrated them from a bespoke CMS onto a bespoke theme designed to meet their exacting requirement, the following case study highlights this process.

Sector

Holiday Accommodation

Expertise Delivered

Rebranding + Design

WordPress CMS

Integrated Booking System

Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and he is always able to advise our team well whilst consistently developing their skillset. Their reliability & flexibility paired with expert knowledge and approachable nature makes them a key part of our team.

Carla Newman, Marketing Manager

DESIGN

Rebranded and redesigned

Rebranded and redesigned

We originally created a set of wireframes which became mockups, using the existing logo and brand colours but with the client came to the mutual agreement that the brand identity required an overhaul to match the paired back design and UX. We therefore created a new brand identity that took inspiration from the existing green and orange colourways but applied it in a more paired back way in keeping with the greens and copper hues found in the surrounding forests.

Evergreen Forest

Warm Stone

Ladram Blue

Evergreen Forest - 80%

Warm Stone - 80%

Ladram Blue - 80%

Evergreen Forest - 65%

Warm Stone - 65%

Ladram Blue - 65%

Evergreen Forest - 30%

Warm Stone - 30%

Ladram Blue - 30%

Evergreen Forest - 20%

Warm Stone - 20%

Ladram Blue - 20%

BUILD

WordPress Development

WordPress Development

In a development context, the Castle Brake website does not contain any cutting edge features found on some of our other e-commerce sites but retains premium usability owing to its utilisation of javascript. It allows information to be contained within sliders, keeping pages short but allowing a lot of information to be easily accessible to users. Take a closer look and you will see those javascript modules are designed for desktop and mobile - it increases development time but results in a better end product.

Website Menu

Another very considered section is the Castle Brake website is the desktop menu, which allows users to see types of accommodation, user capacities, imagery and a short summary - all prior to landing on the page. We saw this as key to the UX, particularly as desktop users also account for 60% of revenue for Castle Brake despite accounting for just 27% of traffic. The menu updates dynamically, meaning the Caste Brake team can add or remove accommodation types and new units without a developer - all whilst retaining its current aesthetic. This is intentional on our part, do it once and do it well.

The Booking System

On this project, we worked in conjunction with iPebble, an RMS specialist who would manage the backend booking system, with Tribe Digital heading up the frontend system which would drive users to a subdomain where payment and holiday inventory are managed.

Mobile

The desktop site contains additional information that does not need to be shown to mobile users, all while making booking a holiday simple on both devices. The mobile site sees the menu paired back and content blocks compiled into javascript sliders - keeping the navigation experience easy and informative.

To conclude

A website is only as good as the client means to track its ongoing performance. We have ensured that all conversion points (brochure request, holiday home sales and newsletter signups) were all correctly tagged via Google Tag Manager, while the booking system uses e-commerce analytics tracking (via Google Analytics) giving them the ability to monitor channel-specific data which includes booking numbers, revenue, accommodation types booked and add-on revenue. Prior to this financial insights were only available via RMS which is unable to look at channel-specific data.