Beach Hotel Zingst

The challenge

How does productive hotel marketing work in 2022? For a location that was and is a hotspot of the German vacation hotel industry even before Corona? The tourist destination of Fischland-Darß and the vacation resort of Zingst on the Baltic Sea cannot complain about a lack of guests. Of course, the low seasons do not set any direct booking records here either.

This was precisely the challenge facing the XPORT online marketing team. The owner, the DI Group, has been running the Strandhotel Zingst under its own management since January 1, 2022. Previously, the vacation hotel was managed by the Steigenberger chain. In preparation for the smooth takeover at the turn of the year, XPORT initially developed a one-pager for the vacation hotel. This one-pager went live in October 2021. The first guests to pre-book their vacation for 2022 were thus made aware of the new operator and the changed booking processes.

This one-pager was to be followed by a website that meets the very high quality standards of the vacation hotel. A symbiosis of personality, top location, the charming North German team as well as user-friendly information and easy direct booking. For the high and especially the low seasons.

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A-location on the beach of Zingst
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million € modernization investment
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sqm wellness and spa area
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Months from website planning to going live

Strandhotel Zingst exterior and surroundings

Premium hotel, premium hotel marketing

The first step was to develop a new brand identity for the Strandhotel. In individual and team discussions with the new owners, the general manager and the employees, the self-image and external image were put to the test. Demand groups and personas were defined and incorporated into the online marketing strategy of the vacation hotel. Matthias Hüttebräuker, freelance brand consultant, poured the results into a narrative worth reading. The philosophy, values, mission and vision developed by the team form the foundation of the new "Strandhotel Zingst" brand. A top prerequisite for XPORT's online marketing team to pack these statements, values and goals into a suitable visual dress: the new search engine-optimized hotel website and the Strandhotel's online marketing campaign: "The feeling when you Zingst."

Breathe in. Breathe out. Arrive.

Many of the hotel's guests prefer to book their vacation over the phone. Questions and requests want to be discussed in person. The XPORT hotel website therefore has the task of reducing some of the effort involved in the "telephone" booking channel.

When is hotel marketing successful?

Exactly when the direct booking channel hotel website is always optimized and OTA commissions are reduced as a result.

This result is preceded by search engine optimization. By defining personas and their needs for vacation, time out, regeneration on the Baltic Sea beach and much more, a keyword set was determined. This was used to create a reader-friendly text that was optimized for the search engine. Entered into Google and Bing, potential guests find themselves using these keywords and the subsequent text. The flow of visitors to the website, or traffic, increases. The probability of increasing booking numbers grows proportionally and is reflected in the percentage conversion rate of the beach hotel: website traffic / booking.

Of course, we are not allowed to disclose exact figures. But we will be happy to give you a benchmark for your hotel, provided it belongs to the vacation hotel industry and is roughly comparable.

Particularly important in hotel marketing

All the hard work, thought and creation will fizzle out in the stormy Baltic Sea wind if the new hotel website cuts a poor figure on a smartphone. That's why the top priority for all online marketing projects is to start from the premise of optimal presentation and usability on small displays.

Just give Strandhotel Zingst a try. We have made every effort to ensure user-friendliness and loading speeds.