Returning from a family holiday in Wales, I find myself reflecting not just on the stunning landscapes and memorable outings, but also on how technology shaped (and sometimes challenged) our experience. While Wales is undoubtedly a beautiful destination, our trip highlighted some tech frustrations that reminded me of how much we rely on staying connected – even when we’re trying to disconnect.

The Great Outdoors vs Connectivity

Our visit to Folly Farm Adventure Park and Zoo and (following our trip to Wales) Cotswold Farm Park revealed significant tech differences in technology adoption.

Folly Farm Adventure Park and Zoo is a popular destination, having grown from a dairy farm into a well-loved attraction since opening in the late 80s. However, the absence of reliable Wi-Fi throughout the park is a notable issue. In today’s digital age, Wi-Fi is essential not just for convenience but for enhancing the visitor experience. Without it, visitors are limited in their ability to share their experiences in real-time on social media platforms like Facebook, Instagram, and TikTok, which also restricts the park’s potential exposure and engagement. The lack of a Wi-Fi landing page also means missed opportunities for capturing visitor data such as names and email addresses, which could help build a valuable marketing database for follow-up promotions and special offers. This data can also be used in an audience “customer match list”, should the farm be promoting their offering via Google Ads; to support with targeting efforts or driving increased footfall.

*Cotswold WiFi – Seamless Connectivity Across the Farm

The impact of the difference in WiFi adoption is evident in social media metrics. Folly Farm has 32,000 followers and 46,000 posts under its hashtag. This indicates frequent sharing, but the absence of real-time connectivity likely hampers the park’s ability to maximise its social media impact. By contrast, Cotswold Farm Park, which provides comprehensive Wi-Fi coverage, boasts 50,000 followers and 11,200 posts under #cotswoldfarmpark. The park’s higher follower count and engagement are partly due to its ability to support real-time sharing and interaction, highlighting how better connectivity can enhance both visibility and visitor engagement.

Additionally, during my visit, the Folly Farm checkout process on my mobile device only allowed for card payments – which was a source of frustration. There were no options for modern payment methods like Apple Pay or PayPal, which many people now use for convenience. This lack of flexible payment options can be frustrating and may affect visitor satisfaction and conversion rates. It’s especially important to offer such payment methods, considering that many visitors to attractions in Pembrokeshire, particularly during the school summer holidays, where tourists are always on the go! Tourists are often relying on mobile devices and speedy checkout for convenience and are unlikely to have their bank cards on hand at all times, unless it’s raining heavily or they’re sitting in a café. In my own circumstance, it was a rainy day when I was looking to book, my wife had taken the kids (and my wallet) to a local soft play centre; so I had to call her (after finally getting a mobile signal) to book on our behalf.

*Only card payment option to checkout, not PayPal, ApplePay, GooglePay, which (nowadays) are much quicker payment options for many

All in all, both parks were absolutely outstanding on the day; however FollyFarm could take some learnings from digitizing the customer experience in a similar manner to the Cotswold Farm Park.

Broad Haven South Beach: A Digital Dead Zone

Another highlight of our trip was visiting Broad Haven South Beach in Pembrokeshire. While its stunning golden sands and dramatic cliffs provided a picturesque retreat, the beach was a complete digital dead zone. The lack of mobile network coverage and Wi-Fi, compounded by the absence of a mobile mast in the area, meant visitors were left without reliable means of communication. This posed significant challenges, from coordinating with family members to accessing information and handling emergencies.

The lack of connectivity is particularly concerning given that Broad Haven South Beach is not manned by lifeguards. In case of emergencies, having reliable mobile network coverage is crucial for summoning help quickly. The absence of a mobile mast exacerbates safety concerns, making it difficult for visitors to get help in urgent situations. Over recent months, we were in Southwold and we experienced a medical emergency with our infant. Thankfully, there was a strong mobile signal at the time, and we called emergency services without issue – where he made it quickly over to the closest hospital.

To address this gap, it would be highly beneficial if the National Trust, which manages the beach, could consider installing Wi-Fi hotspots at key locations or advocating for the addition of a mobile mast. This would provide essential connectivity, enhancing both visitor safety and convenience.

The Airbnb Dilemma: A Missed Connection

During our stay in Wales, our Airbnb was charming but had a weak Wi-Fi connection. On one occasion, I needed to take a client call, and the poor internet quality (unless sitting in the same room as the router) was a significant inconvenience. With two noisy infants on our trip, my wife had to take them to a soft play centre while I had the call; as I couldn’t shut the door to another room in the AirBnB due to the lack of signal elsewhere. In an era where remote work is increasingly common, especially post-COVID, having reliable, high-speed internet is essential. For Airbnb hosts, ensuring strong Wi-Fi coverage throughout the property is crucial to meet the expectations of today’s travellers, whether they are freelancers, business professionals, or families needing a reliable connection.

A Frustrating Booking Experience at Tŷ Milford Waterfront and elsewhere

On our final day, I attempted to book a stay at Tŷ Milford Waterfront (Celtic Collection), hoping to secure a family room directly with the hotel to avoid the commission fees charged by online travel agencies like Booking.com – to do them a favour. I also hoped to negotiate a slightly lower rate for a Saturday by speaking with their front desk. Unfortunately, the Celtic Collection’s phone lines are only open Monday through Friday, which meant I couldn’t reach them to discuss the booking.

*Frustrating that the final screen doesn’t give a full summary of all details input early on in the checkout process, before asking for card details. Also frustrating that you can only input card details, meaning (again) I have to A) find my wallet B) manually input card details and follow bank verification process, which is much lengthier than checking out with PayPal, ApplePay, GooglePay in my digital wallet. 

I decided to look to take the plunge and book directly through their website using my iPhone. However, I encountered several issues. Firstly, the only payment option available was to input my credit card details manually, and I had forgotten my wallet back at the Airbnb. Given that I rely heavily on mobile payment options like Apple Pay, PayPal, and Google Pay nowadays, this was a significant inconvenience.

Moreover, the final payment screen on the mobile site failed to present or remind me of the amount I was supposed to transfer. I found myself going back and forth in the checkout area, trying to find the payment details. This lack of clarity and the cumbersome process were quite frustrating. From a conversion rate optimisation (CRO) standpoint, such issues could lead to lost bookings as customers might turn to OTAs like Booking.com, which offer more seamless login and checkout processes.

I didn’t end up booking, as I found a cheaper rate for the same grade hotel close-by on the HotelTonight app, and I was not only frustrated by the booking experience, but the guest experience at not having any representative at the hotel collection to speak to at a weekend, in peak summer. I do hope Tŷ Milford Waterfront managed to occupy all family rooms that evening, however if they didn’t – the issues above aren’t helping to convert lookers into bookers.

In between, I did experience issues with the websites of other hotels such as Lamphey Court, and some independent boutique hotels – who appear from my experience to be relying quite heavily on OTAs if their own websites are causing booking frustrations.

*No matter what I do here, the “submit” button doesn’t submit the form. Adding to the confusion and frustration (from Lamphey Court not picking up the telephone) – there is no Captcha verification on the contact form. I found it really difficult to get through to them to try to book to extend my stay in Pembrokeshire.

Does All of This Matter?

For many visitors, especially those working remotely or managing family logistics (on the go) during a busy holiday with two impatient infants, reliable internet access is more than just a convenience—it’s a necessity. From coordinating plans and checking weather updates to handling emergencies, connectivity plays a crucial role. Similarly, user-friendly booking and payment processes are essential for a smooth travel experience. The lack of these amenities, whether at tourist attractions, remote beaches, or vacation accommodations, can significantly impact the overall experience. This is particularly crucial for tourists on the go during busy periods like school summer holidays, who rely heavily on their mobile devices and modern payment methods.

Final Thoughts

Our Welsh holiday in Pembrokeshire was filled with breathtaking scenery and unforgettable experiences, but it also underscored the importance of tech infrastructure in enhancing the visitor experience. Improving Wi-Fi coverage and connectivity at popular attractions like Folly Farm, remote beaches like Broad Haven South, and vacation accommodations like Airbnb—and adopting modern payment methods and user-friendly booking processes in hotels—can make a significant difference. As we continue to navigate an increasingly digital world, bridging the tech gap in travel destinations will help make our experiences more enjoyable and seamless.

Here’s to hoping that more destinations and accommodations in Wales and beyond will continue to embrace modern technology, making it easier for all of us to enjoy our travels while staying connected.