El Mouradi Hotels Group runs 17 properties across Tunisia and into Europe. I built an always-on direct-bookings programme and a single digital operating model spanning all 17 properties, so a large, fragmented group could finally market as one.
The challenge
A 17-property group is really 17 marketing problems unless someone gives it a shared system. El Mouradi needed to drive direct bookings rather than lean entirely on third-party channels, present one coherent brand across very different properties, and do it without every hotel reinventing the wheel.
What I did
I built the programme around always-on and campaign-led Meta advertising aimed at direct bookings, then set the brand on a stable footing with voice and visual identity guidelines every property could work from. I supported QA on the companion consumer mobile app so the booking experience held up, and tied it together with a centralized digital operating model, meaning one way of planning, running and reporting marketing across the group rather than seventeen.
The result
All 17 properties came under one digital strategy, with a direct-bookings engine running continuously and a brand system that kept them consistent without flattening what made each hotel distinct. The group gained a way to make a marketing decision once and apply it everywhere.
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