The Challenge

A family-owned hospitality group operating three properties on Lake Geneva had built its reputation over 30 years through personal relationships and return guests. But a new generation of travellers was booking through online platforms, following Instagram accounts, and choosing destinations based on digital presence — not word-of-mouth.

The group had no marketing team. The general manager handled occasional social posts between front-desk duties. Their Instagram had 800 followers, their website hadn’t been updated in three years, and they were losing share of voice to newer competitors with dedicated marketing budgets.

The Approach

We built a complete brand presence from the ground up — strategy, content, visuals, and distribution — without the hospitality group needing to hire a single marketing employee.

• Brand strategy & positioning: The brand manager and behavioural expert defined a clear narrative around the family heritage, lakefront location, and seasonal experiences — differentiating from generic hotel chains competing on price.
• Visual identity at scale: The art director and graphist produced a consistent visual system across Instagram, Facebook, and the website — including seasonal photo shoots direction, branded templates for stories and posts, and a cohesive colour palette reflecting the lakeside setting.
• Content engine: 4–5 posts per week across Instagram and Facebook, including stories, reels, and guest-experience content. The community manager engaged with guest comments and local tourism accounts daily.
• Multi-language reach: All content produced in French (local market), English (international visitors), and German (Swiss-German travellers) — critical for a Lake Geneva destination serving diverse guest origins.
• Website & SEO: The website was rebuilt around seasonal booking journeys, with optimised pages for “Lake Geneva hotel”, “weekend Romandie”, and experience-driven queries. Booking-engine integration was seamless.
• Audio & video content: A seasonal audio guide and short-form video content for social, showcasing the properties and local experiences — content formats the group had never produced before.

The Team Involved

The Results

Within 6 months, social media following grew from 800 to 4,500+ across platforms. Branded search volume (people searching specifically for the group’s name) more than tripled. The website shifted from a static reference to a active discovery channel, with organic traffic growing steadily month-over-month. Most importantly, the properties saw an increase in direct bookings — reducing dependence on OTAs and their 15–25% commission fees.