Helping tourism businesses build digital capability
Content Plan was selected to design, deliver and manage a digital transformation programme for tourism businesses through Digital That Delivers, a Fáilte Ireland initiative.
The programme helped tourism-focused businesses across Ireland improve their online presence, digital strategy, customer journey, e-commerce capability and confidence with digital tools.
About Digital That Delivers
Digital That Delivers is a Fáilte Ireland programme designed to improve the digital capability of tourism businesses across Ireland.
The programme supports businesses to make better use of digital tools, improve online visibility, increase customer engagement and strengthen operational efficiency. Content Plan has delivered this work from 2021 to the present.
The challenge
Tourism businesses often know they need to improve their digital presence, but they may not know where to start.
Many are managing websites, booking tools, social media, email marketing, advertising, customer communications and analytics with limited time and resources.
The challenge was to create a practical programme that would help each business understand its current digital position, identify opportunities and take clear action.
The programme needed to be strategic, but also realistic for busy tourism operators.
Our approach
Content Plan designed, delivered and managed a comprehensive digital transformation programme for tourism businesses across Ireland.
Our work included:
- Digital audits
- Strategy workshops
- One-to-one mentoring
- Customer journey reviews
- Website and channel analysis
- E-commerce and booking platform guidance
- Digital tool recommendations
- SEO, social media and digital advertising training
- Analytics and reporting support
- Practical resources, templates and toolkits
- Programme coordination and stakeholder management
Digital audits and maturity reviews
Content Plan began by assessing each business’s current digital presence and level of digital maturity.
This gave participants a clear view of what was working, where gaps existed and what steps would have the biggest impact.
Strategy workshops and bespoke roadmaps
We helped businesses define practical growth objectives, such as increasing online visibility, improving bookings, strengthening social media engagement or making better use of digital tools.
Each business received a tailored roadmap with quick wins and longer-term digital goals.
Customer journey optimisation
A core part of the programme focused on the online customer journey.
Content Plan reviewed touchpoints such as websites, social media, booking platforms and digital communications to identify barriers to conversion.
This helped businesses understand how to turn website visitors and social media audiences into enquiries, bookings and revenue.
Tool selection and e-commerce support
Tourism businesses need tools that are practical, affordable and easy to manage.
Content Plan guided businesses on CRM systems, booking software, analytics tools, social media management platforms and e-commerce solutions.
We also supported participants with GDPR considerations and best practice for managing customer data.
Training, mentoring and practical resources
The programme combined group learning with one-to-one support.
Workshops and masterclasses covered SEO, social media, digital advertising, analytics and digital strategy. Mentoring sessions gave each business the chance to focus on its own specific challenges.
Reporting and continuous improvement
Content Plan tracked progress through digital maturity assessments, performance reviews and tailored recommendations.
This helped participants understand their progress and maintain momentum after the programme ended.
Results
The Digital That Delivers programme helped tourism businesses make practical improvements to their digital presence and customer experience.
This project worked because it was practical, tailored and focused on real business outcomes.
Rather than delivering generic digital training, Content Plan helped each tourism business understand its own customer journey, tools, challenges and opportunities.
The combination of audits, workshops, mentoring, resources and reporting gave participants both the strategy and the confidence to improve.
- Higher online engagement
- Increased website traffic
- Improved social media performance
- Stronger online booking and e-commerce capability
- Clearer digital strategies
- Greater confidence among business owners
- Practical roadmaps for continued digital growth
