Case Study · Hospitality / outdoor recreation

Google thought they were a completely different business.

A recently opened 23-site RV park with strong seasonal demand, 31 long-term rental units, and a digital foundation actively working against them. We rebuilt the website and fixed its identity in search. Native booking and guest automation are designed for Phase 2.

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The situation

Six repair attempts on a broken form. The schema said someone else.

The park had opened recently: 23 sites across a short-term RV and camping operation and 31 long-term residential rental units. The location had real demand drivers: strong seasonal swings, with peak-event weekends commanding several times the base nightly rate. But the digital foundation was actively suppressing that demand.

The prior vendor's site contained JSON-LD schema markup that identified the business as an entirely different company: wrong name, wrong location, wrong phone number. Google's index reflected that identity. The contact form had been broken for an extended period; six repair attempts had been made. Booking ran through a third-party marketplace platform at $100/mo plus a 10% commission on every reservation. The owner had no conversion tracking: "I have no idea what my actual conversion rate is."

The peak-event pricing premium, several times the base rate, existed in the owner's head and nowhere else. The 31 long-term rental units required approximately 70 manual texts per renewal season, sent individually by the owner. After-hours inquiries received no response. The operation ran on the owner's attention, not on systems.

What we architected

Correct the identity. Build the booking layer. Automate the journey.

Foundation first. The wrong identity and broken form meant every other system was building on sand. Phase 2 deploys the booking layer, SMS automation, inquiry handling, and manager dashboard onto the clean foundation Phase 1 created. It brings together the booking system we built, guest-journey automation, and the after-hours inquiry agent.

Phase 1: Foundation

Replace the broken vendor site with a correct, professional presence. Live now.

Identity correction

The JSON-LD schema was replaced with accurate Organization and LocalBusiness markup: correct name, correct address, correct phone number. The site's structured data now describes the business it actually belongs to.

Working contact infrastructure

A functioning contact and inquiry form. The six-attempts problem resolved by rebuilding on a stable stack rather than patching a failing one.

Owner-editable admin panel

The operator can update rates, availability messaging, and seasonal notes from an admin panel without a developer. The peak-event rates are documented and editable.

Forward-compatible architecture

Phase 1 was scoped and built to accept Phase 2. The booking modal, managed data layer, and SMS automation layer connect without rebuilding what Phase 1 put in place.

Phase 2: Autonomous Guest Journey

Native booking, dynamic pricing, pre-arrival SMS, and 24/7 inquiry handling. Pending third-party contract end.

Native 4-step booking modal

Date picker with live pricing: peak-event dates auto-priced at the premium rate, all other dates at the base rate. Deposit collected via the existing merchant account. Confirmation page with a reference ID. No third-party platform required.

Owned reservation data layer

The park owns its reservation data, not the platform. Every booking, guest record, and conversion event lives in a managed database under the operator's control.

Pre-arrival SMS automation

T-3 directions and property info. T-1 confirmation and check-in time. T-12h move-in instructions. Sent automatically. No staff action required per guest.

After-hours inquiry agent

A 24/7 SMS handler for short-term booking inquiries and long-term rental applications. Routes qualified applicants to the approval queue; handles objections and provides property info for everyone else. Converts the zero-conversion after-hours window.

Manager dashboard

Real-time occupancy view across all 23 sites (short-term and long-term separately). Application queue with Approve/Decline controls. Conversion tracking by channel. The owner will know their conversion rate.

Outcomes

Baseline figures from the engagement. Phase 2 projection labeled.

Phase 1, the website, is live. Phase 2 is designed and waits on the third-party booking contract ending, so its figures are labeled as planned. Baselines are as reported by the client.

23 sites

Short-term RV/camp sites and long-term residential units, designed to run from a single operator dashboard

Planned, Phase 2

Illustrative

~17%

Occupancy rate at the start of the engagement. The baseline the new foundation builds from.

Client-reported baseline

Peak vs. base

Peak-event nightly pricing at several times the base rate, designed into the Phase 2 booking modal

Planned, Phase 2

Illustrative

~70 texts

Manual renewal texts per season the owner sends one by one today. Automating them is planned for Phase 2.

Client-reported; automation planned

Illustrative

$100/mo + 10%

Third-party booking platform fees being removed at contract end, replaced by native booking infrastructure

Real, current platform cost

After-hours → on par

Projected conversion improvement once the 24/7 SMS inquiry agent is live. Currently zero after hours.

Projection based on inquiry volume

Illustrative

Continue

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