Intro new

Reshaping the digital experience of Lake Como’s iconic hotel

Over the past 100 years, Grand Hotel Tremezzo has helped shape the Lake Como of today. With its prime position on the lake - and its rich atmosphere of art, heritage and existential beauty - the hotel tops most people’s must-visit lists.

Grand Hotel Tremezzo offers an exceptional guest experience. However, the hotel’s team came to Positioner with a challenge: how can we align our real-world experience with our digital one?

Our job was to change this and, in the process, maintain and increase Grand Hotel Tremezzo’s strong online conversion and booking performance. Our work involved updating the hotel’s website, picture language, and verbal and visual identity. This is how we did it…

Through its values of Italianità, familiarità e passione, substance and consistency, Grand Hotel Tremezzo nurtures liberating creativity, inviting guests to embrace their individuality and enjoy every moment in the knowledge that they are in a special place.

Defining what makes Grand Hotel Tremezzo so unique

Defining what makes Grand Hotel Tremezzo so unique

Our first priority was to define the hotel’s core values (none existed at the time) and ensure that key stakeholders - owners, management, marketing - were all aligned around them.

During an in-depth workshop we teased out the information we needed and then set about articulating what Grand Hotel Tremezzo was all about. This would lead us to establish our key communication concept: liberating creativity.

  • Illustrating ‘liberating creativity’ verbally and visually

    To showcase this concept digitally, we developed a storyline that would give guests a truer sense of Tremezzo’s look and feel. This story centred around the idea of ‘Views Everywhere’ - an idea that became the foundation for how we evolved Tremezzo’s tone of voice and picture language.

    To illustrate this…

    1. Tone of voice: to lighten the more-classical drafting of the hotel’s main texts, we introduced phrases reminiscent of Italian language and dynamism, and encouraged the use of amusing and sometimes ironic adjectives.

    2. Picture language: our emphasis was to capture the charm of a moment and the imaginary dream of Lake Como. Images would see guests filmed from afar in ‘stolen shots’, with photos highlighting a flash of Tremezzo pleasure.

Through captivating views of Lake Como, windows that resemble exquisite paintings, and perspectives showcasing the surrounding nature, guests are treated to an immersive visual experience throughout their stay.

  • Creating a website that reflected the brand’s DNA

    For sensible reasons, most hotels have a similar website structure and sitemap. However, given our work above we felt it was important to create a unique architecture for Tremezzo’s website. This would give the hotel a stronger brand identity, further differentiate it from others in the congested Italian luxury hospitality market, and better emphasise the values and experience that guests could expect during their stay. 

    On top of this:
    − Dynamic image animations were used to bring guests into a moment
    − The hotel’s values were articulated throughout the site in distinctive ways 
    − We revamped the blog to ensure that all content marketing effectively highlighted the lifestyle of the place

Positioner’s results with Grand Hotel Tremezzo

  • 1/4

    3 min 38 seconds
    Average session duration
    (+50% above industry standard)

  • 2/4

    + 17%
    Increase in online
    booking revenue

  • 3/4

    + 19%
    Increase views per user

  • 4/4

    + 7%
    Increase room nights
    booked on the website

Looking ahead

Defining a hotel’s core values and communication concept goes a long way to establishing the foundations from which a hotel can create different experiences and activations. 

With that in mind, and with everything now in place at Grand Hotel Tremezzo, we’re excited to see how the hotel’s digital presence continues to evolve.

Looking ahead

www.grandhoteltremezzo.com