Case study
Hotel Punta Scario
A seafront hotel that lives on a short season · Malfa, Salina — Aeolian Islands
A property whose view sells itself, on an island guests reach from across Europe. Website, campaigns, SEO and an English version, worked on as a single piece.
Where things stood
- An international audience arriving in the Aeolian Islands from all over Europe, but only one language to speak to them in.
- The sea view and the infinity pool are the product, and they are exactly the kind of thing that disappears on a booking site, in a grid of thumbnails that all look alike.
- A short season: mistakes are paid for within a few months, with no time to put things right in September.
- Anyone typing “where to stay on Salina” found the booking sites long before they found the hotel.
What was done
- The website rebuilt starting from the photographs: the view had to be visible immediately, not three scrolls down.
- An English version of the site, to speak to international guests in their own language instead of leaving them to the booking sites.
- SEO built around destination searches — the island, how to get there, what to do there — not just the property’s own name.
- Google campaigns to reach people while they are planning the trip, in the season when they plan it.
The result
- The hotel now presents itself online the way it does in person: the view is the first thing you see, on any screen.
- International guests find the site in their own language, and no longer have the booking site as the only one they can understand.
- The property shows up on destination searches, not only for people who already know its name.
- Direct booking is a viable route again, alongside the booking sites rather than beneath them.