Marketing for Hotel Groups & Chains
You manage 5 hotels with 800 rooms – but every property does its own thing. We bring structure, scale effects, and a growing direct channel.
A hotel group with 5 properties and 800 rooms that achieves just 10% more direct bookings saves over €600,000 in OTA commission per year. That's not wishful thinking – it's math. But reality often looks different: each property runs its own PMS, its own website, its own processes. Marketing is managed decentrally, budgets evaporate, and the direct channel grows nowhere systematically.
We work with hotel groups on the architecture: How do you position your parent brand vs. individual brands? Which processes are centrally controlled, which stay local? Where are the quick wins that immediately boost margins – and where are the structural levers that scale long-term? We don't think in single hotels – we think in portfolios.
Whether owner-operated collection or franchise group: We deliver the strategic framework and operational execution so your marketing scales as professionally as your operations team.
Trusted by leading hotel brands
What Slows Hotel Groups Down
Four structural problems that cost growth and margin.
5 Hotels, 5 Siloed Solutions
Property A uses Protel, Property B runs Mews, Property C still works with spreadsheets. Three different booking engines, five website designs, no unified tracking. Every optimization costs triple because nothing is standardized.
OTA Framework Deals Quietly Drain Margin
The central Booking.com contract secures visibility – but at 18% commission across 800 rooms, millions flow to portals every year. The direct channel was never built systematically because OTA volume 'just runs'.
Brand Architecture Is Undefined
Should guests know the group – or only individual brands? Is there a loyalty program? Who benefits from cross-selling between properties? Without clear answers, marketing budgets evaporate in parallel solo actions.
No Portfolio Reporting
The GM of Property A knows their numbers, so does Property C's. But nobody sees the full picture: Which property has the highest OTA share? Where is CPA lowest? Where's the biggest potential? Without a group dashboard, there's no group strategy.
What We Deliver for Hotel Groups
Four levers that strengthen your portfolio as a unit.
Brand Architecture & Guidelines
We define the relationship between parent brand and individual brands: naming, visual system, tone of voice, cross-selling logic. Each property keeps its character – but the group benefits from recognition and scale effects.
Tech Consolidation & Stack Recommendation
We audit PMS, channel managers, booking engines, and CRM across all properties. The result: a concrete recommendation for a scalable tech stack – with migration plan, cost-benefit analysis, and implementation timeline.
Direct Channel Scaling per Property
Each property gets an individual direct booking strategy – but within a group-wide framework. SEA budgets, SEO strategies, and CRM campaigns are centrally coordinated and locally executed.
Group Dashboard & Portfolio KPIs
Central reporting across all properties: direct share, CPA, RevPAR, conversion rate – per property, per brand, per channel. Monthly group reviews with clear action items and prioritization by impact.
How We Work with Hotel Groups
From portfolio audit to group-wide rollout.
Portfolio Audit
We analyze all properties in parallel: brand architecture, tech landscape, distribution mix, website performance, campaign history. Each property gets a scorecard – the group gets an overall picture with prioritized levers.
Group-Wide Strategy
We define: What is centrally controlled (brand guidelines, tech stack, reporting), what stays local (content, seasonal campaigns, events)? The result: a roadmap with clear responsibilities and timelines per property.
Pilot at 1–2 Properties
We test the strategy at the properties with the highest leverage. Website relaunch, campaign setup, reporting dashboard – everything is validated before the group-wide rollout. Results within 8–12 weeks.
Rollout & Central Steering
Step-by-step rollout to all locations with a central dashboard, monthly group reviews, and dedicated contacts per cluster. You steer the entire portfolio through a single reporting layer.
Success Stories
„The integration with our brands and structures was seamless. The campaigns delivered above-average results from the start and clearly exceeded our expectations.“
Professionalize Portfolio Marketing.
We analyze your group structure, identify the biggest levers, and show how to scale direct bookings across all properties.