We don't homogenize you.
For boutique + lifestyle hotels, 12–60 keys. The full stack with a Brand & Web Consultancy that won't make your site look like everyone else's. No templates. Your voice.
Founder / Owner
- Keys1 property · 5-25 rooms · boutique
- ADR baseline€220 — €560
- Direct share32% → 48% target
- 12-mo conversion1.6× → 2.4× target
This page is written for the owner-creative director.
You operate a 12–60 key, character-driven boutique. Your current site looks like a template; the brand voice has slipped. This list is for you.
- 12–60 keys · brand-led · owner-operator or creative director
- Site is template-based or 4+ years old
- Mobile load time is 5+ seconds (per Lighthouse)
- OTA share has crossed 70%
- Brand voice is stuck on "discover," "experience," "luxury"
- Social goes silent between burst moments
- You have returning guests but no segmented list
A boutique's math breaks at six layers.
Template-of-the-month trap
Visit ten boutique-luxury hotel sites — seven have the same hero block, same fade-in, same "discover" verb. Nothing makes your site different.
OTA converts better than your site
Booking loads in 4 seconds; your site in 6.4. Guests bounce, you pay OTA commission. Then OTA collects again when that guest returns.
No marketing bandwidth
Time for pricing experiments is scarce. No segments in your CRM. Social media falls on the in-house team; brand voice loosens.
Booking flow has seven steps
Guest picks room, picks dates, picks photos, then pays — seven steps, three needless. Mobile abandonment 47%.
Brand kit is not alive
The logo PDF sits in a folder, the font is unused, the palette clashes with the site. Each new intern tries a new font. No consistency.
Returning guests are invisible
18% of your guests return — but there's no email inviting them, no segment. You pay Booking commission on those too.
Three things we will not do.
We will not put your hero photography behind a video carousel.
We will not write your tagline with the verb "discover."
We will not ship a booking flow with seven steps.
We will not lock you into our color tokens; we'll write yours into the design system.
Boutique means specific. We work specifically.
PMS + Booking Engine + CRM. Brand & Web + Revenue Consultancy.
Brand & Web Consultancy first. Site is written from scratch — about your hotel, not anyone else's. Revenue Consultancy keeps the channel mix direct-aware. Distribution Consultancy on demand — most boutiques want OTA share to fall, and that's a Distribution play.
Week 1, month 1, month 3, month 6.
- 01 · Week 1
Brand audit + PMS go-live
- Brand kit review
- Site Lighthouse audit
- PMS quick go-live
- Content calendar started
- 02 · Month 1
Site refresh + Revenue Consultancy
- Theme + brand kit applied
- First A/B test
- Revenue Consultancy pricing chassis
- Boutique-specific comp-set
- 03 · Month 3
Direct conversion lift
- +1.8× direct conversion
- NPS lift
- CRM segments live
- OTA share dropping
- 04 · Month 6
Brand mature
- +2.4× direct conversion
- OTA share −15pp
- Annual brand chassis revision
- Distribution Consultancy on demand
38-key Cappadocia boutique.
- +3.1× direct conversion
- −17pp OTA share (81% → 64%)
- +14% RevPAR
- Mobile load 7s → 1.1s
Typical monthly for a 40-key boutique.
40 keys · brand-led · owner-operator
€4,800 / mo (Brand & Web + Revenue Consultancy)
3-6% of direct booking share lift
Software: €0 (included with Consultancy)
Frequently asked.
01Can we keep our existing site?
02We have a brand kit — will it be redone?
03Do A/B tests run on the live site?
04Are photoshoots and video fees included?
05Does Selin post on social?
06Influencer / collab management?
07Isn't a 3-step booking flow risky?
08We don't want to use a theme — but isn't your component library a template?
09How is site performance measured?
10Does the brand voice live as a document?
Three things to change.
Bring last 12 months of revenue, your top 3 OTAs, and your current pricing strategy. By the end you have three specific actions.