No. 23 Guest House
Guest House is a boutique accommodation in happening places.
2025
THE GOAL
FULL MARKETING STRATEGY
A boutique hotel preparing for launch in the Lake District, England wanting to develop a clear brand position and marketing strategy before opening.
The goal is to stand out in a region known for beautiful stays by creating a brand that feels distinct, memorable, and rooted in place.
This includes defining the brand identity, building awareness ahead of launch, and creating experiences guests will want to talk about.
The goal is to open with a brand people already recognize and feel connected to.
OUR CONCEPT
THE RESEARCH
The Lake District is known for its quiet beauty, long walks, and slower pace of life. Guests come here to disconnect from busy routines and settle into something more grounded and natural.
The concept for this guesthouse centers on creating a stay that feels personal and lived in rather than staged or overly polished.
Instead of presenting the property as perfect and untouched, the brand reflects the feeling of arriving somewhere warm and familiar. A place where boots are left by the door after a walk, tea goes cold on the windowsill, and mornings unfold slowly.
Every recommendation in this strategy connects back to that feeling, shaping both the guest experience and the way the brand shows up online.
Picnics
Partner with a local charcouterie or baked goods for posts
Guests can take a picnic blanket and order a “picnic” with a selection of high-tea style lunch in a basket for anywhere they want to go
Books
Author in residence program
When people book a stay, ship them a book that takes place in the location so people can get excited and share on social
DIY Flower Shop
Offer a flower station with local shrubs and plants that guests can collect and make little boutquets for their room. Offer them to keep to take home
Welly Station
Provide wellies for all guests to use for their time there
Elevated local cuisine
Film photography
Antique Teapot in each room
Fresh local teas
Handwritten Welcome Note
Striped or textured pillow cases (especially accent)
Visual Direction (Marketing & Social)
(Insert 4–6 images: rumpled linen beds, tea cups, countryside walks, cottages, textured interiors)
The marketing would focus on moments that feel naturally lived in rather than staged.
Ideas include:
• Beds photographed slightly rumpled rather than perfectly made
• Tea cups half-finished on bedside tables
• Open books and reading glasses by the fire
• Muddy boots by the door after a walk
• Natural light and soft textures instead of high-contrast edits
The goal is to make viewers feel like they are already there.
Experience Details
Small physical details reinforce the story.
Examples include:
• Traditional outdoor slippers or wellington boots for garden walks
• Striped or textured pillowcases instead of hotel-white linens
• Locally sourced botanicals used in massage oils
• Seasonal teas featuring regional herbs
• Handwritten welcome notes
These touches create a brand that guests remember and talk about.
Brand Activations
Experiences create stories that travel beyond the property.
Examples include:
Autumn Open House
A seasonal event with cider, local makers, and countryside walks.
Long Table Dinners
Seasonal dinners hosted in the garden or nearby fields.
Slow Weekend Packages
Guided walks, tea tastings, and fireside evenings.
These events give the brand personality and create marketing moments organically.
Marketing Strategy Direction
The brand would focus on slow discovery and emotional connection.
Recommended channels:
Instagram
Pinterest
Email newsletters
Content would focus on storytelling rather than promotion.
Examples:
• "A Weekend in the Cotswolds" story series
• Seasonal rituals
• Behind-the-scenes kitchen moments
• Guest stories and traditions
The Outcome
A brand that feels distinct, memorable, and deeply connected to place.
Instead of marketing that simply shows rooms and amenities, the hotel becomes known for a feeling.
This is the type of work I do through Brand Experience Strategy.
LIVED-IN LUXURY
POSITIONING
“The luxuries of home.”
Think:
Soft sheets that look slept in.
Half-finished tea by the window.
Boots drying by the fire after a walk.
A book on the windowsill.
Let’s Work Together
Ready to get the party started?