PROJECT
Proper Hospitality
Storytelling rebuilt around booking intent. Direct bookings up. OTA dependency down.
28%
Direct booking traffic from owned content
35%
Content production cost reduction
34 → 48
Scorecard improvement
17%
Initiatives cut
CLIENT
Proper Hospitality
ENGAGEMENT
Focus Blueprint & Execution
SCOPE
Content Strategy
OUTCOME
Direct bookings up 28%
About Proper Hospitality
Proper Hospitality is a multi-property boutique group with strong design credentials and a distinct point of view. The content reflected that. What it didn’t do was drive bookings.
01
The Opportunity
Storytelling was treated as brand expression, beautiful and on-point but disconnected from how guests actually book. Direct channels were underperforming and OTA dependency was high.
02
What We Did
Rebuilt the content strategy around booking intent, connected owned content directly to direct booking channels, and cut the initiatives producing brand perception without demand. Restructured what remained around a content-to-booking path for each property.
03
The Impact
Direct booking traffic up 28%, production costs down 35%, scorecard from 34 to 48 out of 80, and 17% of initiatives cut, freeing the team to focus on what actually drove revenue.
04