Category Launch campaigns
Client Hollow House
Year 2026
Services Launch content, Long-form articles, Design
Result +92% direct bookings from content pages
Hollow House run four small hotels and had a journal nobody updated. Most bookings came through aggregators at a commission the owners resented.
The idea
Make the journal the thing you only get by booking direct: neighbourhood guides, kitchen notes and the stories behind each building, launched together with a booking offer that lived only on those pages.
What we did
A relaunch of eighteen pieces published across three weeks, photography direction for the hotels' own photographer, and a design refresh so the journal read as one publication across four properties.
Outcome
Direct bookings attributed to content pages rose 92% in the first quarter and the journal pages now outrank the aggregator listings for three of the four hotel names.
