The brief
KING's Hotels, a boutique hotel group in Munich, wanted to reach digital nomads and remote workers organically. Traditional hospitality marketing wasn't resonating with an audience that prioritises wifi quality, a proper place to work and flexible stays — and too much of the group's revenue was arriving through OTAs.
What we did
We repositioned the group's digital presence around the people it wanted to host. That meant a content strategy built on remote-work travel queries, on-page and off-site SEO targeted at generic Munich searches, and authority building in the workation space through guest blogs, press releases and backlinks. Every piece was human-written and tied to a booking intent.
Content strategy
Articles answering the questions digital nomads actually ask before they book a month in Munich — wifi, workspaces, neighbourhoods, flexible terms — published on the hotel's own domain and syndicated through guest posts.
Search visibility
A keyword set that targeted generic, high-volume Munich hotel searches as well as the long-tail workation queries nobody else was competing for.
The results
- 30% increase in bookings within six months
- 223% increase in direct bookings
- A permanent first-page Google position for generic Munich searches
- A new audience of digital nomads and remote workers
The impact
The group now reaches a growing audience it was invisible to before, pays less commission on every booking it earns, and owns search real estate that compounds month after month.
