← All work
A hotel that stopped trying to be funny
- Client
- Hotel ob reki
- Service
- Positioning
A serious Ljubljana hotel was looking for its voice on Instagram. We found it in what guests already valued — calm.
+48%
direct bookings
Challenge
The hotel was trying to be funny on social media, but the messages didn’t match what guests experienced. Followers grew; bookings didn’t.
Strategy
We started by listening to guests. One word kept coming up in reviews and conversations: calm. We built the positioning, the tone of voice and the visual style around it.
Result
Within six months direct bookings rose by 48%, and the share of bookings through third-party platforms went down.