Highlands and Islands Enterprise
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Case study

Loch Ness Hub - digital

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Boosting engagement and e-bike bookings with smart automation

As a community owned and run tourism organisation, Loch Ness Hub plays a vital role in welcoming and supporting visitors through services including luggage transfers and e-bike hire, making it a one-stop shop for those exploring Glen Urquhart and Loch Ness. But with increasing demand and limited staffing outside core hours, the team identified a growing challenge with potential customers facing delays in information access and bookings being lost due to the lack of real-time support.

That’s when they turned to the Northern Innovation Hub’s (NIH) Digital Tourism Support – a free programme offering Highland tourism SMEs up to three days of expert, one-to-one advice to help them take the next steps in digital transformation.

This digital support has fast-tracked our ability to serve customers more efficiently, enhancing the overall customer journey and freeing up time for our team to focus on delivering an exceptional visitor experience.

Russell Fraser, Managing Director, Loch Ness Hub
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Developing a winning strategy

Working with the programme partner, Elevator, Loch Ness Hub developed a customised digital improvement plan aimed at saving time, streamlining the booking process and enhancing customer satisfaction.

The strategy focused on automating key stages of the customer journey, including identifying the right chatbot system to provide round-the-clock responses to luggage transfer enquiries via their website and social media platforms, reducing the burden on staff and eliminating delays in service. The Hub also received guidance on integrating a user-friendly e-bike booking platform and developing a dedicated FAQ section to answer common queries quickly.

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Automation improves the customer experience

To further increase visibility and drive sales, they were introduced to marketing automation tools that could send booking reminders and promote seasonal offers, something they’ve found to be particularly valuable in managing off-peak periods.

With these changes in motion, Loch Ness Hub expects a significant rise in e-bike bookings, reduced admin time and a smoother experience for customers. The automation tools ensure that queries are no longer missed, while digital improvements reflect the professional, responsive image Loch Ness Hub wants to maintain.

Could you benefit from some Digital Tourism Support?

As part of the Digital Tourism Support programme, eligible businesses can apply for a grant to cover up to 50% of the implementation costs to put their bespoke Technology Adoption Plan into action. All projects must be completed and claimed by March 2026.

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