Bluestone: A Complete Digital Transformation for a Premium Holiday Experience

Key issues:

• Fragmented core systems requiring manual workarounds

• Clunky online booking and itinerary management

• Digital brand not aligned with premium and sustainable positioning

• Staff overloaded with reactive problem-solving

• Missed upsell and marketing opportunities

Our discovery phase included:

• Stakeholder interviews across departments

• Customer research on booking habits and expectations

• Market benchmarking against best-in-class holiday experiences

• Analytics audits to identify friction and conversion gaps
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Key insights:

• Guests wanted flexible, self-service booking

• Staff needed integrated tools to reduce manual work

• The brand required a clearer premium and sustainable narrative
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These insights guided a roadmap spanning UX, technology, and organisational change.

Experience Redesign:

• Optimised mobile-first booking funnel

• Integrated activity booking and itinerary tools

• Post-booking engagement and re-engagement strategies
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Technology Transformation:

• Migration from legacy systems

• Cloud-as-a-Service for scalability and resilience

• Systems integration to reduce manual tasks and errors

• Unified design system for consistent brand delivery

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Results:

• £27m projected revenue from new lodge capacity (2023–2026)

• Increased activity bookings via upsell opportunities

• Reduced manual workload thanks to automation

• Premium digital experience aligned with Bluestone’s brand and ethos

The new platform provides a foundation for continuous innovation — from dynamic pricing to data-driven marketing and operational automation.