Case studies from Turkey's hotel market.

Challenge

A well-regarded Aegean resort with strong repeat guests but 80% OTA dependency. Direct booking revenue was too low to sustain profitability at current commission rates.

Approach

We started with a brand audit that surfaced a key insight: the resort's appeal to upscale Istanbul weekenders was completely invisible online. We rebuilt the messaging around that specific guest, created destination content targeting 'Çeşme weekend getaway' queries, and ran direct booking campaigns to the Istanbul market segment.

Challenge

A boutique cave-hotel with an exceptional product but a visual identity that didn't reflect the quality of the experience. Their Google photos were dark and inconsistent; their Instagram felt generic.

Approach

Three days on property: a full editorial shoot covering caves, terrace dining, sunrise balloon views, and the breakfast spread. We rebuilt their Instagram from the ground up with a consistent aesthetic, produced a 60-second brand film, and launched a content programme targeting the 'Cappadocia honeymoon' and 'Turkey bucket list' audiences.

Challenge

A five-star property running ad campaigns in-house with inconsistent results. Budget was being spent on broad keywords with no clear attribution back to bookings. RevPAR was 12% below competitive set.

Approach

Full paid media audit revealed significant budget waste on non-converting search terms and no retargeting on abandoned booking flows. We restructured the account into four campaign types — brand defence, demand capture, inspiration (upper funnel), and remarketing — and introduced hotel meta campaigns through Google Hotel Ads for the first time.