Your situation
Guests decide with their hearts.
Guests compare online, read reviews and book at ever shorter notice. At the same time, it is becoming harder to find and keep good staff. Successful businesses and destinations have a clear profile, tell credible stories and speak to their guests in their language. Together with you, we develop the presence that shows what makes you special and brings guests back.
Many businesses feel that the traditional seasonal logic no longer holds. Snow-sure winters can no longer be taken for granted, summer and the shoulder seasons are becoming more important, and guests expect offers for any weather. At the same time, the costs of energy, staff and distribution through booking platforms are rising. Family businesses often face a handover to the next generation. Owners, managing directors and tourism boards ask themselves how to sharpen their profile, justify their prices and retain guests and staff for the long term.
What we do for you
- Positioning of business, brand and offer
- Website with direct booking and search engine optimisation
- Social media, imagery and content
- Campaigns for high and low season
- Campaigns in the USA and other long-haul markets
- Destination and regional marketing
- Employer branding and recruitment
Typical challenges
Dependence on booking portals
Portals bring reach, but they charge commission and come between the business and the guest. Without strong channels of your own, you lack contact details, guest loyalty and the ability to address offers specifically to regular guests.
Interchangeable presences
Many show panoramic views, wellness and regional cuisine. Those who do not say clearly what their own business or destination stands for, and for whom, are quickly reduced to price when guests compare.
Finding and keeping staff
Skilled workers in the kitchen, service and reception are scarce. Businesses compete not only with each other but also with other industries. What is needed is an honest picture of daily work, accommodation, development opportunities and team culture.
Filling the low season
Occupancy in the shoulder seasons increasingly determines profitability. This requires offers for suitable audiences, such as seminars, culinary or activity themes, and communication that starts early enough.
The psychological perspective
Holidays begin in the mind.
Travel decisions are about anticipation, longing and trust. Those who understand which images, stories and promises appeal to guests emotionally, while staying honest, win guests who come back and recommend them.
What we pay particular attention to
Direct, not only via portals
We strengthen your own channels so that more guests book directly with you and you manage the relationship yourself.
Multilingual
Guests from many countries expect information in their language. We communicate in German, English, Russian and Ukrainian, and for South Tyrol also in Italian together with partners.
Taking reviews seriously
We help you respond to feedback professionally and learn from it.
How we work with you
Understanding guests
We analyse guest structure, reviews and booking channels and ask why guests come, come back or stay away.
Sharpening the profile
We work out what makes your business or destination distinctive and translate this into messages, imagery and offers.
Strengthening own channels
We set up website, direct booking, newsletter and social media so that guests find you directly and your team can maintain the channels itself.
Planning by season
We draw up an annual plan for campaigns, content and recruitment, aligned with your seasons and the booking windows of your most important markets.
Typical projects
Repositioning a hotel
Rethinking the profile, name or brand presence of a hotel, for example after a renovation, at the handover to the next generation or when focusing on a particular audience.
Website with direct booking
Multilingual website with a clear presentation of offers, a well-integrated booking system, strong images and content that can be found in search engines, and a link to your newsletter for regular guests.
Employer branding campaign
An employer presence with honest insights into the team, a dedicated careers page, content for social media and material for job interviews, for seasonal and year-round positions.
Developing a destination brand
A shared brand image for a region or tourism board, aligned with businesses, municipalities and the local population, with guidelines, imagery and campaigns for the main markets.
Frequently asked questions
How do we get more direct bookings?
Direct bookings happen when guests quickly find what they are looking for on your website and have a reason to book directly, such as flexible conditions, personal advice or small extras. This requires a fast website that works well on mobile devices, a simple booking system and well-maintained contact with regular guests. Portals usually remain part of distribution, but dependence on them decreases.
How should we handle negative reviews?
Calmly, personally and promptly. Thank the guest for the feedback, address the point concretely and avoid justifications. Future guests often pay as much attention to the reply as to the criticism. We develop principles and text modules with you and train your team. Possible legal steps against untrue or insulting reviews are a question for your chamber or your legal advisers.
Is advertising in new source markets worthwhile?
That depends on accessibility, your offer and your capacity. Before you invest, it should be clear whether guests from this market value your offer, how they travel and when they book. We examine this with you and start with targeted tests rather than large campaigns. For mountain railways and hotels with guests from overseas, we plan campaigns in the USA, a market we know from our own experience. For guests from Eastern Europe, we communicate in Russian and Ukrainian with our own team.
What does a destination brand offer an individual business?
A strong destination makes the region known and gives guests a first reason to come. The individual business benefits when it recognises itself in the brand and connects the shared brand image with its own content. It is important to involve businesses early on, so that the brand is lived in everyday practice and does not only appear on posters.
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