GRAM GroupB2C · Digital Experience · Analytics
Hotel Skansen, Hotel Riviera Strand, and Torekov Hotell—three GRAM Group properties on the Bjäre peninsula—shared similar brand positioning and websites that were nearly identical. Our challenge: Boost direct online bookings for GRAM Group without causing sister hotels to compete against one another.
The work we create
Grounded in a new digital strategy, we built a shared WordPress platform for the trio. This enabled each property to be packaged as a unique destination with distinct branding, atmosphere, and messaging, while a shared technical foundation saves valuable time and resources across maintenance, management, and continuous development.
Furthermore, an overhaul of the tracking infrastructure now delivers accurate data and actionable insights into marketing performance by channel, following the guest seamlessly through the entire booking funnel to completed reservation.
Three Strategic Phases
We already knew that Swedish holidaymakers love visiting the Bjäre peninsula. But who are they, and what are they actually looking for? In the initial phase, we analysed the target audiences’ triggers and key drivers. Next, we defined each hotel’s USPs and mapped them onto the most relevant audience segments. With all the essential insights in place, we established a distinct positioning for each hotel. This formed the foundation for bespoke digital strategies, websites, and social media content.
Here is what that looked like in practice:
Down to Earth with a Twinkle in Its Eye
Torekov Hotel, nestled in the midst of nature among sheep and farms, is the down-to-earth destination where you go to relax. Locally produced food, a tranquil atmosphere, a quiet spa with yoga and wellness weekends. Down-to-earth scenery and a playful attitude make Torekov the destination where you can enjoy the quiet life.
Live the good life
Hotel Skansen is located in the vibrant town of Båstad, with several large conference buildings. Parties and tennis during the summer and cold bathing, romantic weekends and conferences in the winter. This place emanates splendour. Here, you go to be seen, drink champagne and live the good life. The colour palette is vivid, the style classic and the tone exuberant.
Family Luxury on the Swedish Riviera
Hotel Riviera Strand, just outside Båstad, is a family paradise. Large areas, apartments with multiple beds, and activities for the children so their parents can enjoy a glass by the pool. Here, we communicate a wide range of offers for both grownups and kids – a family destination with style on the Swedish Riviera. Authentic pictures convey the dream, while the text conveys the hotel’s excellent service.
Tracking Delivers Crucial Insights
GRAM Group needed a clear picture of the impact their marketing efforts were generating. We started with the fundamentals, reviewing and restructuring the Google Tag Manager setup across all websites – establishing identical tag structures, standardised event names, and consistent data, regardless of which site a visitor lands on. This ensures the figures can be compared like-for-like.
From there, we audited and optimised the Google Analytics environment. Today, GRAM Group can track a user from a paid channel all the way through the hotels’ shared booking engine right up to a completed reservation. Next, we refined the Meta Pixel settings, accurately configured conversion events, and integrated them with the ad account so that bookings report back with the correct value. This delivers two major advantages: bookings can be attributed to the right campaign in reports, and the algorithm receives the necessary signals to optimise for actual bookings rather than mere clicks.
The impact? Clear insights into which guests originate from paid advertising and which channels drive the strongest results. GRAM Group can now continuously optimise their marketing efforts and maximise their ROI.
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