The development of a robust marketing strategy to promote new facilities and increase occupancy of Hilltop B&B.
The Promoter Patrick McCarney is the proprietor of the rural B&B business known as ‘Hilltop’ located at 60 Tullyard Road, Drumbo. The applicant has undertaken a programme of refurbishment expanding existing room capacity to create an additional 2 B&B rooms. An integral part of this building work included an extension to the McCarney home to include the introduction of separate kitchen and living spaces allowing potential guests the option of self-contained apartments - an innovative idea in the B&B marketplace. Following an analysis of client usage, the promoter realised deficiencies in marketing the service to the current market.
Hilltop enjoys magnificent views of the surrounding area of Lisburn and Belfast including the Belfast Hills. As such its location along with the recent improvements to the existing facilities and new accommodation wing offered great marketing potential. However, the current accommodation market favours efficient, fast and user-friendly tools in which to view and book accommodation and this was something the applicant recognised a deficiency in his business. Funded under Axis 3, through Lagan Rural Partnership, the applicant received funding towards a dedicated website with online booking facility and also physical promotion of the new facilities through business cards, advertising and signage.
Rural tourism infrastructure within the locality has been improved with the sustaining of an existing micro business