Brief
With 21 hotels in their portfolio, The QHotels Collection were looking to create content that really showcased each property’s USPs.
The hospitality heroes asked us to:
- Create website copy that truly reflected their offering
- Develop an ongoing email programme that inspired people to book
- Ensure The QHotels Collection’s voice is clear in all content
Approach
First things first, we needed to get to know the hotels.
We embarked on a month-long ‘Content Roadshow’, speaking to every general manager across the collection and key staff members to create in-depth content banks and quick-read ‘cheat sheets’ for each hotel. Our easy-reference encyclopaedia was born, making it easy to incorporate USPs and special stories into content on an ongoing basis.
And then the writing began. We identified key pages and touchpoints on each hotel’s website and set about revamping the copy to truly reflect the experience at each hotel. To spread the word, we worked closely with the marketing team to create a schedule of inspirational and tactical emails that persuaded people to book their next stay.
Our relationship with The QHotels Collection continues to grow, with our unrivalled understanding of their product acting as a solid foundation for creating everything from seasonal campaigns to FAQs and call centre scripts.
Results
interviews completed
websites revamped
of emails sent – with increased open rates and click-throughs
