Booking Factory:
A property management system that puts hotel owners back with their guests

Copywriting
Concept development
Brand strategy
Creative direction
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Human-first branding drives growth and acquisition

Booking Factory is a cloud-based property management system (PMS) serving small and medium-sized hotels and venues internationally. Founded by hoteliers in the UK and now headquartered in Iceland, it needed to move beyond tech and build relationships with its clients.
The PMS market is crowded, and Booking Factory was lost in bland tech speak. Hotel owners and managers wanted to spend less time on computers and more time with guests, but the brand didn’t communicate this promise.
A refreshed brand strategy repositioned Booking Factory as a human-first partner. Messaging simplified property management, highlighted hotel owners’ real priorities, and promoted the new Partner Program. The strategy emphasized empathy, small wins, and building successful hospitality businesses together.

The result was a revitalized brand reflected in look, feel, and messaging, a growing customer base, and ultimately the company’s acquisition by GODO, a leading Icelandic B2B travel software developer.
A refreshed brand strategy repositioned Booking Factory as a human-first partner. Messaging simplified property management, highlighted hotel owners’ real priorities, and promoted the new Partner Program. The strategy emphasized empathy, small wins, and building successful hospitality businesses together.

The result was a revitalized brand reflected in look, feel, and messaging, a growing customer base, and ultimately the company’s acquisition by GODO, a leading Icelandic B2B travel software developer.
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