Hotel Josef + Maximilian Hotel
How Two Small European Hotels Doubled Website Traffic and Direct Bookings with Hotel Storytelling
Smart hotel marketers are turning to the power of storytelling to drive interest in their property and increase direct bookings, like Clementine Amiraux, the Creative Director of Prague’s Hotel Josef and Maximilian Hotel.
As a designer with no background in hospitality, Clementine was an unconventional choice for the Creative Director of a hotel. But her fresh perspective allowed her to develop creative ideas to help the hotel stand out where travel shoppers are booking – on the property websites, social media, third-party travel sites and more.
The Challenge: Showcasing Her Hotel Story on Every Channel Travelers Use
Standing out to travel shoppers is a must, not an option, because like many hotels, direct bookings are their priority.
Unlike the majority of hotels in her region, however, they don’t work with Booking.com, one of the biggest and well-known OTAs in the world with over 450,000 global accommodations and the biggest European OTA (the travel website originated in Europe), owned by the Priceline Group.
Rather than be swayed by the allure of a major booking reservation website like Booking.com, Clementine focuses all her energy on creating a compelling hotel story through quality content that travelers want to see that drives traffic directly to their website and increases direct bookings.
To help her with this mission, she needed a tool that would allow her to create content once, showcasing her unique hotel story, on all the channels and devices travelers use, and publish everywhere, without doing the work multiple times.
The Solution: A Multi-Channel Digital Marketing System
“Vizlly is a huge help. I would absolutely recommend it,” said Clementine. “We actually do not work with Booking.com and we are quite independent, so we’re really trying to focus everything we can on driving bookings through our hotel website. My strategy is to focus on the quality of the hotels, our rooms and service, in the content I create such as videos, blogs, and web content.”
She creates stories about her hotel’s rooms and unique features in Vizlly, which she then publishes on her hotel website (through web widgets), Facebook pages (through compelling Multi-Media Facebook Apps), mobile sites and to VNetwork, the largest media syndication network in the global travel industry.
“It’s great to know that I create the story once and then publish it anywhere I choose, without having to repeat the work involved,” she said.
One of her favorite Vizlly features is embeddable web widgets, which she uses to highlight unique aspects of her hotel, such as the on-site bakery at Hotel Josef. “We know how important visuals are, so that’s why I think the web widgets are extremely important, and they’re much better than what we had on our website before,” said Clementine.
“It’s great to know that I create the story once and then publish it anywhere I choose, without having to repeat the work involved.”
Clementine Amiraux, Creative Director at Hotel Josef and Maximilian Hotel
The Results: Increased Direct Bookings
Since Clementine has focused on creating compelling content, her website traffic has doubled and the bounce rate has decreased, resulting in more direct bookings.
Guest satisfaction has increased as well. By using content to answer guests’ questions and let them know about the experience they can expect before they arrive, positive reviews have helped list the hotels 20th and 22nd out of 664 hotels in the region on TripAdvisor.
Solve Your Digital Marketing Challenges
Clementine is a Digital Marketing Hero because she knows how to attract guests and drive direct bookings with a unique hotel story and creative content. By using Vizlly, a Multi-Channel Digital Marketing System, she’s able to create content consistently and share that story on every channel travelers use.
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