increase in share of voice YoY
increase in non-brand clicks YoY
most visible domain in the industry (from 8th)
About the Away Resorts organic case study
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About the client and the brief
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What we delivered
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The results
Away Resorts are a leading UK holiday park operator with a strong portfolio of caravan and lodge holiday destinations across England and Wales. Despite their established position in the market, they faced increasing competition in the digital space as holiday-makers increasingly turned to search engines and AI platforms to plan their holidays.
Our challenge was to grow organic visibility by connecting with and gaining a deeper understanding of their customers and potential customers. This included deep user research to create a robust content and digital PR strategy that works for both humans and AI, positioning Away Resorts to succeed where Large Language Models (LLMs) are increasingly shaping customer discovery and decision-making.
We took a human-first, insight-driven approach to transform Away Resorts’ share of the market. Our strategy combined deep customer understanding with strategic content creation, optimisation and digital PR outreach to build authority and expand organic visibility.
Discovery & Research Phase
We began with comprehensive brand discovery and customer research to understand what truly matters to Away Resorts’ audience:
- Kickoff & brand discovery session to align on goals, brand positioning and customer aspirations
- Qualitative content audit to identify gaps and opportunities in existing content
- Customer survey to capture quantitative insights about preferences, pain points and booking behaviours
- User interviews for a deeper understanding of the customer journey
- Review & Reddit analysis to uncover unfiltered customer sentiment and common questions
- User needs mapping to connect customer intent with content and PR opportunities
- User behaviour analysis to understand how visitors interact with the site
Strategic Implementation
Armed with these insights, we developed and executed a comprehensive organic strategy:
- Existing content optimisation to better serve customer needs and search intent
- New page creation targeting high-value customer queries and decision points
- Blog content creation that genuinely helps customers plan better holidays
- Digital PR campaigns leveraging user research insights to secure high-quality coverage and backlinks from relevant travel and lifestyle publications, including The Sun, GB News, Travel Pursuit, and regional travel publications, like CornishStuff.
- Enhanced keyword targeting as part of a wider organic strategy optimised for both traditional search and AI-powered answers
This customer-centric approach ensured every piece of content and PR outreach served a genuine user need whilst simultaneously improving Away Resorts’ visibility across the customer journey.
- +98% share of voice across all target holiday, parks and ways to stay queries YoY
- Moved from 8th to 3rd most visible domain in the industry
- +22.39% increase YoY for non-brand clicks
- Contributed to a 846% increase in LLM visibility and revenue
- 147 links and coverage between January 2025-2026
Quote From Client
“Working with Distinctly for their SEO services and Digital PR and content offering has been refreshing. The quality of communication, professionalism and easy to talk to team has made it easy to work with everyone at Distinctly. We’ve also been collaborating and discussing the future of AI and our brand at Away Resorts new AI strategy.”
Dan Dracott – SEO and Content Manager at Away Resorts
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