Strategy
Strategy
Strategy
Growth
Growth
Growth
Building Direct Bookings and Brand Visibility Under WeAreQIG
Building Direct Bookings and Brand Visibility Under WeAreQIG
Year
2024
2024
Client
Aeria Apartments
Aeria Apartments
Aeria Apartments is the serviced apartment brand within the WeAreQIG group, based in London. The brand offers stylish, well-located apartments for both leisure and corporate guests. When we began working together, Aeria was at a pivotal stage. A new website had just launched, but the marketing foundations to capture and convert demand were not yet in place. At the same time, Aeria’s role within the broader WeAreQIG group needed clearer positioning so the sub-brand could build visibility and grow on its own terms.
Aeria Apartments is the serviced apartment brand within the WeAreQIG group, based in London. The brand offers stylish, well-located apartments for both leisure and corporate guests. When we began working together, Aeria was at a pivotal stage. A new website had just launched, but the marketing foundations to capture and convert demand were not yet in place. At the same time, Aeria’s role within the broader WeAreQIG group needed clearer positioning so the sub-brand could build visibility and grow on its own terms.
Aeria Apartments is the serviced apartment brand within the WeAreQIG group, based in London. The brand offers stylish, well-located apartments for both leisure and corporate guests. When we began working together, Aeria was at a pivotal stage. A new website had just launched, but the marketing foundations to capture and convert demand were not yet in place. At the same time, Aeria’s role within the broader WeAreQIG group needed clearer positioning so the sub-brand could build visibility and grow on its own terms.
The Challenge
The Challenge
The Challenge
Aeria Apartments offered a high-quality guest experience, but behind the scenes the brand’s commercial model was under pressure.
• OTA dependence: Most bookings came through online travel agencies, cutting into margins and limiting control over guest relationships.
• No direct data access: With little first-party guest data, Aeria lacked the ability to nurture relationships, encourage repeat bookings, or build loyalty.
• Unclear positioning: As part of the wider WeAreQIG group, Aeria needed a distinct identity that could stand out while staying aligned with the parent brand.
• Manual B2B processes: Corporate and extended-stay opportunities existed, but inefficient systems and limited automation slowed conversion.
While the product and service were strong, Aeria lacked the marketing infrastructure and clarity needed to shift demand away from OTAs and build a more scalable growth model.
Aeria Apartments offered a high-quality guest experience, but behind the scenes the brand’s commercial model was under pressure.
• OTA dependence: Most bookings came through online travel agencies, cutting into margins and limiting control over guest relationships.
• No direct data access: With little first-party guest data, Aeria lacked the ability to nurture relationships, encourage repeat bookings, or build loyalty.
• Unclear positioning: As part of the wider WeAreQIG group, Aeria needed a distinct identity that could stand out while staying aligned with the parent brand.
• Manual B2B processes: Corporate and extended-stay opportunities existed, but inefficient systems and limited automation slowed conversion.
While the product and service were strong, Aeria lacked the marketing infrastructure and clarity needed to shift demand away from OTAs and build a more scalable growth model.
Aeria Apartments offered a high-quality guest experience, but behind the scenes the brand’s commercial model was under pressure.
• OTA dependence: Most bookings came through online travel agencies, cutting into margins and limiting control over guest relationships.
• No direct data access: With little first-party guest data, Aeria lacked the ability to nurture relationships, encourage repeat bookings, or build loyalty.
• Unclear positioning: As part of the wider WeAreQIG group, Aeria needed a distinct identity that could stand out while staying aligned with the parent brand.
• Manual B2B processes: Corporate and extended-stay opportunities existed, but inefficient systems and limited automation slowed conversion.
While the product and service were strong, Aeria lacked the marketing infrastructure and clarity needed to shift demand away from OTAs and build a more scalable growth model.
The Strategy
The Strategy
The Strategy
We began by working with Aeria’s leadership to set clear direction before execution. Together, we defined how the brand should position itself under WeAreQIG, where to prioritise investment, and which digital channels could deliver the strongest impact for direct bookings.
This gave the business a clear roadmap for where to focus resources and how to grow bookings more profitably.
We began by working with Aeria’s leadership to set clear direction before execution. Together, we defined how the brand should position itself under WeAreQIG, where to prioritise investment, and which digital channels could deliver the strongest impact for direct bookings.
This gave the business a clear roadmap for where to focus resources and how to grow bookings more profitably.
We began by working with Aeria’s leadership to set clear direction before execution. Together, we defined how the brand should position itself under WeAreQIG, where to prioritise investment, and which digital channels could deliver the strongest impact for direct bookings.
This gave the business a clear roadmap for where to focus resources and how to grow bookings more profitably.
We began by working with Aeria’s leadership to set clear direction before execution. Together, we defined how the brand should position itself under WeAreQIG, where to prioritise investment, and which digital channels could deliver the strongest impact for direct bookings.
This gave the business a clear roadmap for where to focus resources and how to grow bookings more profitably.
The Build
The Build
With the strategy in place, we focused on creating the foundations for growth:
• Brand Positioning: Clarified Aeria’s identity within the WeAreQIG group, rolling out consistent branding across online and in-apartment touchpoints.
• Data Capture Infrastructure: Introduced in-room QR codes and website forms to build a guest database for the first time.
• Email Marketing Flows: Designed automated welcome journeys, newsletters, and campaigns to engage past and prospective guests.
• B2B Systems: Streamlined CRM processes, introduced booking automations, and improved data management for corporate and extended-stay clients.
These foundations gave Aeria the tools to capture demand directly and establish stronger brand visibility outside of OTAs.
With the strategy in place, we focused on creating the foundations for growth:
• Brand Positioning: Clarified Aeria’s identity within the WeAreQIG group, rolling out consistent branding across online and in-apartment touchpoints.
• Data Capture Infrastructure: Introduced in-room QR codes and website forms to build a guest database for the first time.
• Email Marketing Flows: Designed automated welcome journeys, newsletters, and campaigns to engage past and prospective guests.
• B2B Systems: Streamlined CRM processes, introduced booking automations, and improved data management for corporate and extended-stay clients.
These foundations gave Aeria the tools to capture demand directly and establish stronger brand visibility outside of OTAs.
With the strategy in place, we focused on creating the foundations for growth:
• Brand Positioning: Clarified Aeria’s identity within the WeAreQIG group, rolling out consistent branding across online and in-apartment touchpoints.
• Data Capture Infrastructure: Introduced in-room QR codes and website forms to build a guest database for the first time.
• Email Marketing Flows: Designed automated welcome journeys, newsletters, and campaigns to engage past and prospective guests.
• B2B Systems: Streamlined CRM processes, introduced booking automations, and improved data management for corporate and extended-stay clients.
These foundations gave Aeria the tools to capture demand directly and establish stronger brand visibility outside of OTAs.
The Growth
The Growth
With the foundations in place, we supported Aeria in activating its new tools to drive results:
• Direct Marketing Activation: Regular newsletters and automated flows established a new channel to build guest trust and reduce OTA reliance.
• Sales Enablement: Equipped the B2B sales team with improved tools and automations to better convert corporate and long-stay leads.
• Market Impact: Enabled the brand to capture more direct bookings, build a growing database, and clarify its position under WeAreQIG
This phase translated new systems into measurable impact, accelerating direct bookings and creating commercial momentum.
With the foundations in place, we supported Aeria in activating its new tools to drive results:
• Direct Marketing Activation: Regular newsletters and automated flows established a new channel to build guest trust and reduce OTA reliance.
• Sales Enablement: Equipped the B2B sales team with improved tools and automations to better convert corporate and long-stay leads.
• Market Impact: Enabled the brand to capture more direct bookings, build a growing database, and clarify its position under WeAreQIG
This phase translated new systems into measurable impact, accelerating direct bookings and creating commercial momentum.
With the foundations in place, we supported Aeria in activating its new tools to drive results:
• Direct Marketing Activation: Regular newsletters and automated flows established a new channel to build guest trust and reduce OTA reliance.
• Sales Enablement: Equipped the B2B sales team with improved tools and automations to better convert corporate and long-stay leads.
• Market Impact: Enabled the brand to capture more direct bookings, build a growing database, and clarify its position under WeAreQIG
This phase translated new systems into measurable impact, accelerating direct bookings and creating commercial momentum.
/KEY OUTCOMES/
Shifting from OTA reliance to direct bookings
Shifting from OTA reliance to direct bookings
Aeria has made measurable progress in reducing its dependence on third-party platforms by creating new pathways for guests to book directly. Through a combination of data capture, email marketing, and consistent brand visibility, the business has established a foundation for more profitable, long-term growth.
Direct bookings generated through the Aeria website year-to-date, with July alone reaching £32k, clear evidence that guests are increasingly choosing to book directly.
New emails captured in 2025 through in-room QR codes and online forms, building a scalable first-party database.
Active newsletter subscribers now reached each month, giving Aeria a direct communication channel independent of OTAs.
