Blue Chip Holidays is a fast-growing multi award-winning provider of premium holiday rentals. Based in the South West, they maintain a portfolio of more than 1,000 high-end holiday cottages and properties.
Microserve were approached by Blue Chip Holidays. They required a new website to replace their existing site, which was unable to keep up with the technological demands brought about by their rapid business growth. Blue Chip had identified a modern, fully integrated website, specifically developed with e-commerce at its heart was essential to their future business growth.
Using the flexibility of Drupal, Microserve developers worked in partnership with Blue Chip’s in-house design team to provide solutions to all of their complex requirements. The client had an array of disparate systems, the cornerstone of which was a complex third-party property management system (Web Applications UK’s Traveller). Our task was to to fully integrate Traveller into their new website, ensuring the best possible experience for the end user.
Using our expert knowledge of Drupal development, we built complex logic to give owners full control over the terms of bookings for their properties (eg. which days a booking can start, minimum number of nights), and also built a discounting engine to give Blue Chip Holidays the ability to drive efficiency by programmatically offering discounts based on late availabilities and other flexible criteria.
The holiday rental market is highly competitive and dynamic, so automating this complex process was essential to the project’s success. By streamlining the booking journey we have helped decrease customer reliance on the call centre and driven increasing sales through the website.
On the front end the site is fully responsive for mobile and tablet devices, and gives the Blue Chip Holidays marketing team full control over all content, including key areas for SEO.
Despite an increasingly competitive market we're pleased to say that since launching the site we have seen a 10% increase in conversions overall, and thanks to the new fully-responsive design mobile conversions have increased by a massive 46%. We've also been able to cut the bounce rate in half and keep users engaged on the site for an average 41 seconds longer.