Turning luxury lodge interest into qualified leads
Wenningdale Escapes offers luxury holiday lodges and unique glamping stays in the Yorkshire Dales. With a high-consideration purchase such as lodge ownership, our strategy needed to go beyond simply generating immediate enquiries. The focus was on building demand, showcasing the destination and nurturing potential buyers through their decision-making journey.
The Challenge
Purchasing a luxury lodge is a significant investment and rarely an impulse decision. Prospective buyers need to understand not only the quality of the lodge itself, but the lifestyle and location that come with it.
Our challenge was therefore to create a paid media strategy that could generate enquiries while simultaneously building an emotional connection with Wenningdale and the surrounding area.
Alongside lodge ownership, we also needed to drive awareness and bookings for Wenningdale's luxury glamping pods, creating an additional opportunity to introduce new audiences to the destination.
The Strategy
We developed an integrated Google Ads and Meta Ads strategy designed to capture existing demand while creating and nurturing interest among new audiences.
On Google, our focus has been on reaching people actively searching for relevant lodge ownership, holiday lodge and glamping propositions, ensuring Wenningdale is visible at the point of consideration.
Meta plays a broader role within the customer journey. Rather than focusing every advert solely on the product, we've used paid social to sell the Wenningdale lifestyle.
Creative has showcased the surrounding countryside, beautiful scenery and quality of the site through a combination of drone footage, video and static imagery. This has been complemented by lodge-specific advertising, allowing us to highlight individual properties, features and opportunities when appropriate.
The approach gives us multiple ways to engage potential buyers: some audiences are introduced through the destination and lifestyle, while others respond more directly to the lodge itself.
For glamping, we've positioned the pods as both a standalone short-break experience and part of the wider Wenningdale and Bentham proposition. Their location on the golf course provides a natural opportunity to promote stay-and-play experiences, combining accommodation, golf and the Yorkshire Dales within a single proposition.
This also creates a valuable crossover between Wenningdale Escapes and Bentham Golf Club, allowing the two brands to support each other's marketing activity.
Results
The combination of high-intent PPC activity and visually-led Meta campaigns has generated a consistent pipeline of interest for Wenningdale.
400 leads generated
£15 cost per lead
Most importantly, the strategy isn't reliant on a single message or audience. By combining destination-led storytelling, individual lodge promotion, glamping and high-intent search activity, we've built a paid media approach capable of supporting customers at different stages of a longer consideration journey.
Wensleydale Lodge - Wenningdale Escapes
