A pan-Mediterranean group unified under one brand line — and direct bookings up 62%.
ブリーフ
Atlas Hotels operated 14 properties across Morocco, Spain, Greece and Tunisia, each with its own visual identity, voice and booking experience. OTAs (Booking, Expedia) captured 78% of revenue. The group felt invisible to direct customers.
課題
Unify 14 hotels under one brand without diluting local soul. Make direct bookings the primary channel. Build a brand worth choosing — not just a hotel worth staying at.
私たちのアプローチ
A brand line that respects each property : 'Each Atlas tells its own story.' A unified design system flexible enough to hold local variations. A 4-minute brand film shot across 3 continents, on 35mm. A direct booking platform that's faster and richer than OTAs.
成果
Direct bookings significantly increased in the first 9 months post-launch. Strong improvement in group brand awareness in target markets. Average daily rate uplift on premium properties. The brand film achieved strong organic reach across YouTube, Instagram and LinkedIn.
取り組み方
Property tour across 4 countries. Guest interviews. Audit of 14 brands.
Brand line, voice, architecture parent / properties.
Identity system, typography, photography direction, signage.
4-minute brand film, 35mm, shot in Morocco, Greece, Spain.
Direct booking platform, OOH campaign 6 cities, social rollout.
私たちの視点
Hotel groups face a paradox : guests want a brand they recognize, but they also want each property to feel local and distinctive. Solve it wrong and you get either a generic chain or 14 disconnected hotels. Solve it right and you get Aman, Six Senses, or in the hospitality challenger space, Atlas. Our work was to give the group a flexible identity system that holds the soul of each property without diluting the parent brand.
Most hotel groups treat direct booking as a UX project — make the booking flow smoother, add a 'best price guarantee' badge, hope for the best. It doesn't work. Direct booking is a brand decision : guests have to want to come to *your* site instead of Booking. That means earning the trust before they ever start a search. The brand film, the editorial content, the loyalty mechanics — all of it serves one strategic outcome : making the brand worth choosing.
関与した拠点
専門分野
次のステップ
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