Brand Creation, Booking Platform & E-Commerce Website for a Specialist Travel Experience

The Challenge

BBQ Travel Club was a brand-new concept combining two passions: travel and open-fire cooking. The idea was founded by Ross, who after attending a Texas-style BBQ class at the London School of BBQ discovered a passion for smoking and grilling. With over 15 years of experience in the travel industry, Ross set out to create a new venture that would bring BBQ enthusiasts together through unique travel experiences.

As a completely new business, BBQ Travel Club required a full digital foundation including brand identity, website development and booking functionality.

The project needed to deliver:

A distinctive brand identity that captured the spirit of BBQ culture and travel
A professional website to present the concept and upcoming tours
A custom booking system capable of handling BBQ travel experiences
Integrated payment functionality
CRM integration to support marketing and customer management

The goal was to launch a platform that could support a growing community of BBQ enthusiasts while allowing the business to manage bookings efficiently.

Our Approach

We worked with the founder to design a complete digital ecosystem for the new brand, combining creative branding with a functional booking platform built on WordPress and WooCommerce.

The focus was on building a platform that could support both community engagement and commercial travel bookings.

Brand Strategy & Identity

Because BBQ Travel Club was a completely new concept, we first developed a distinctive brand identity and visual style.

This included:

Logo design and brand identity
A visual style reflecting BBQ culture and travel experiences
Consistent typography and colour palette
A brand look and feel that would work across website and marketing channels

The aim was to create a brand that felt authentic to BBQ culture while still reflecting the professionalism of a travel organisation.

WordPress Website & WooCommerce Development

The website was built using WordPress and WooCommerce, providing a flexible platform capable of supporting both content and commerce.

The website was designed to:

clearly present BBQ travel experiences
explain the concept behind the brand
allow visitors to explore upcoming trips
support future expansion of the platform

The structure ensures visitors can quickly understand the offering and move towards booking a trip.

Custom Tour Booking Functionality

A key requirement of the project was the ability to book BBQ travel experiences online.

We developed custom functionality within WooCommerce to support tour bookings, enabling:

customers to browse available tours
select travel experiences
complete secure online bookings
manage payments through the website

This allows the business to operate as a structured booking platform rather than relying on manual processes.

CRM Integration with HubSpot

To support marketing and customer relationship management, the website was integrated with HubSpot CRM.

This allows the business to:

capture customer enquiries and bookings
manage communication with travellers
build relationships with the BBQ community
support future marketing campaigns

The CRM integration ensures the platform supports both sales and long-term customer engagement.

Impact

The new BBQ Travel Club platform provides:

A distinctive brand identity for a new travel concept
A professional website showcasing BBQ travel experiences
A custom booking system supporting online tour reservations
Integrated CRM infrastructure for managing customers and marketing
A scalable platform ready to support future growth

The project successfully transformed an idea into a fully operational digital travel platform.

What This Demonstrates

This project highlights The DM Lab’s ability to:

Develop brand identities for new businesses and concepts
Design and build WooCommerce websites with custom functionality
Create booking systems tailored to specific industries
Integrate CRM platforms to support marketing and customer management
Build scalable digital platforms that support new ventures