Roger Masterson’s journey from frustrated traveler to “The Castleman” shows how focusing on customer needs can build a thriving business. Starting in the late ’90s with just four Scottish castles, Celtic Castles now generates £4M connecting luxury travelers with over 300 castles worldwide.
Current Business Model:
- 300+ castle properties
- £4M annual turnover
- 60,000 monthly website visitors
- 3,000-4,000 monthly inquiries
- Purely organic traffic
- High-touch customer service
Digital Marketing Approach:
- Content-first strategy
- Strong organic search presence
- Educational focus over sales
- Detailed property information
- Customer journey mapping
- Zero paid advertising
Growth Opportunities:
- Implement retargeting strategies
- 90%+ of visitors leave without inquiry
- Leverage existing customer database
- Geographic targeting potential
- Enhanced visual content
- Video marketing expansion
Moving Forward:
To scale beyond £4M, Celtic Castles should consider:
- Strategic retargeting campaigns
- Enhanced video content strategy
- Targeted paid search testing
- Customer database activation
- Expanded content creation
By maintaining their customer-first approach while carefully adding new marketing channels, Celtic Castles can capture more value from their existing traffic while maintaining their premium positioning in the luxury travel market.
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