Concept project
North Quarter
A brand and booking experience concept for an independent hospitality group over-dependent on third-party platforms.
- Industry
- Hospitality
- Services
- Brand strategy, web design, local SEO
- Focus
- Brand platform and direct booking concept
Challenge
Commission on every booking, no customer relationship and a brand experience defined by an aggregator's template.
Approach
Direct booking treated as a brand problem: give people a reason to come to you first, then remove every obstacle to completing.
Creative direction
Warm materiality, architectural photography and typography with a distinctly European editorial feel.
Execution
Brand platform, multilingual site concept, direct booking flow, local SEO structure and a lifecycle email framework.
Results
Intended measures: direct booking share, booking completion rate and repeat guest rate.
This is a concept project. No client performance data is presented — the section below describes intended outcomes and how they would be measured.
Key takeaways
Reducing platform dependency is mostly about owning the moment before the search.