Lovat Parks

Lovat Parks is a business that operates within the Travel and Leisure industry, offering a portfolio of picturesque holiday parks across Cornwall, Norfolk, Suffolk and the New Forest. Catering to distinct audiences, Lovat Parks’ mission is to create spaces where people escape and reconnect with nature, forging lasting memories with their loved ones. 

Within recent years, Lovat Parks have recognised the shifting preferences of modern holidaymakers, seamlessly transitioning from traditional camping and touring options to luxurious premium lodges, stylish glamping experiences, and upgradable holiday homes. Whether guests seek a weekend rental retreat or are investing in a bespoke holiday home, Lovat Parks delivers a balance of comfort, style, and connection within an authentic portfolio of parks.

At its core, Lovat Parks celebrates the UK’s natural beauty, with an ethos rooted in creating environments where families and furry friends can slow down and reconnect with nature and one another. Each park is designed to amplify its surroundings, making each stay feel like an extension of each unique park. Lovat Parks prides itself on being more than a destination; it’s a warm and welcoming community committed to ensuring each guest feels supported.

Lovat Parks have two main target audiences:

Holiday makers: Families with children, retirees & older couples, couples & young adults, adventure seekers & outdoor enthusiasts, dog owners & pet-friendly travellers, groups of friends and budget-conscious travellers.

Prospective Ownership customers: Retirees, wealthy investors, those seeking a second income, families with high disposable income, vacation enthusiasts, expatriates & overseas buyers, pre-retirement couples and entrepreneurial buyers.

Operating in a saturated market, Lovat Parks faces competition ranging from budget-friendly holiday parks to ultra-premium luxury resorts. Set apart by its authentic approach, Lovat Parks thrives on individuality, with each park a unique expression of its local environment, offering curated experiences that make each stay special and personal.

Having become aware of their challenges and the requirement for a strategic, results-driven agency, one of our technical partners recommended us to Lovat Parks in the Spring of 2023. Through a series of discovery calls we gained insight into their challenges and opportunities and over time we’ve established a trusted partnership with shared goals.

A key challenge was defining distinct experiences for their two key audiences of holidaymakers and owners. Developing customer journeys and experiences for audiences with very different needs was key to success.

In the process of establishing these user journeys, it became apparent that the website would benefit from redevelopment in order to deliver an appropriate user experience, meet user expectations and maintain pace with the company’s rapid growth. Further investigation also revealed a complex digital ecosystem with multiple partners operating in silos which required focus and streamlining to optimise cross-channel effectiveness.

Lovat Parks embraced our fresh perspective which enabled us to partner through their transformative journey.  We reset their digital foundations and reshaped their marketing strategy through a clear roadmap that prioritised performance and an enhanced user experience. As a strategic partner, we worked closely with Lovat Parks to overcome the problems they’d identified in the initial brief, but also to accelerate their digital performance. To ease implementation this was achieved across a number of phases. 

Phase 1 centred around redevelopment of the website to futureproof the solution and position them for growth by:

• Providing a fast and flexible, SEO and mobile optimised solution for seamless cross-device performance.
• Empowering the Lovat Parks team with editorial control.
• Ensuring that customer journeys were tailored to the exploration and conversion needs of target audiences.
• Creating semantic content silos with defined keyword targeting across the two distinct user experiences.

Phase 2 comprised of technical audits and keyword research to inform the SEO and content strategy, including a keyword architecture plan and restructure that would maximise visibility in a crowded market. 

Phase 3 involved redefining the entire paid search and media approach to align with SEO efforts and optimise spend effectiveness. This consisted of a campaign format, keyword, persona, and language audit alongside restructuring and an enhanced geotargeting strategy to maximise budget effectiveness. Our findings enabled a series of quick wins andinsight to further leverage data and algorithms, reducing CPC’s, increasing conversion rates and a consistent ROAS moving forwards. Our optimisation work continues to allow Lovat Parks to compete with large industry players, even on a smaller budget.

By aligning SEO, paid media, CX, data, and attribution efforts, we were able to achieve cohesion across channels and bolster the customer journey.

Our partnership with Lovat Parks demonstrates our strength in building the right foundations for a strong and highly controlled and connected Paid Search account which allows us to continue dominating the travel and leisure sector. By leveraging our experience to deliver an innovative and effective solution, we achieved the UK Search Award for Best Use of Search – Travel / Leisure (PPC): Large in December 2024,  with judges describing our approach as a ‘breath of fresh air’.

Employing a flexible, mobile-first CMS (prioritising user journeys, speed, flexibility, and editorial control) we optimised Lovat Park’s workflow by empowering them as content creators and inventory managers.

By taking a  search-optimised approach to development we have ensured optimal site discoverability.

By working closely with a third-party platform to track beyond enquiry, we were able to optimise the Lovat Parks site for higher intent audiences, integrating new features that enhanced the user experience and accelerated their path to purchase.

Working with a third-party inventory management tool, we created a system that dramatically increased the speed and performance of stock checking by presenting available booking dates which has significantly reduced overheads.

“The goal was to re-work the structure of the website to improve the user journey and navigation but also to consolidate these functions to one agency to reduce costs and improve communication moving forward.

“From the moment we met StrategiQ the full team quickly understood our business and what we are trying to achieve. One of the great things about StrategiQ is they offer a variety of digital functions centred around website development including Paid Media Management, SEO, AB testing, CRM, PR and many others. Whilst these are different departments, they operate cohesively to achieve outstanding results.”

Jonathan Morley, Business Development Director, Lovat Parks