Eleven hotels, one contact person

The challenge

Belgian Coast & City Hotels is the umbrella above eleven hotels franchised by Accor: ten on the coast, from De Panne to Knokke-Heist, and more recently Mövenpick Hotel Brussels Airport in Zaventem. From ibis budget to Mercure, with one contact person from request to invoice.

That spread is the strength, but also the difficulty. Someone looking for a seminar in Nieuwpoort searches with different words than someone planning a staff party in Knokke or a meeting room next to the airport. One advertisement for the whole group reaches none of the three.

Does that sound familiar? Then this approach is something for you as well.

The formula

The group did not go for one campaign, but for a structure in which every hotel has its own place. These are its parts.

• A page per hotel: each of the eleven hotels has its own insertion with its own title and its own keyword.
• Plus an umbrella insertion: Creëer unieke events aan de Belgische Kust ties it all together, in Dutch and in French, with 855 hotel rooms as the argument.
• The right hotel in the right edition: ibis De Haan in the teambuilding newsletter, Mercure Oostende at the year-end parties, ibis Styles Nieuwpoort with the residential seminars.
• A rhythm across the year: 37 appearances in 29 newsletters since February 2024, in the monthly as well as in the thematic editions.
• Formats that stack: next to the regular insertions also sub-articles, five blogs and the video of the month in September 2026.
• Two languages: every insertion appears in Dutch and in French. We take care of the translation.
• Social media: every insertion is shared on our channels.

What it delivers

Four lessons for your own campaign

1. Give every location its own page. One page per hotel finds readers who do not know the group name.
2. Put an umbrella page above them. It catches those who choose the region and sends them to the right address.
3. Go for a good mix. Join the thematic newsletters whose theme fits what you offer, and alternate them with a few insertions, outside any theme, in the regular monthly newsletter.
4. Spread your budget across the year. With eleven locations you do not have to show the same hotel every month, yet you are in the inbox every month.

Five blogs about the group

Next to the insertions we wrote five blog articles, each built around one or two hotels. They stay online and each delivers a click-through to the insertion. They are in Dutch.

• Belgian Coast Hotels: tien kusthotels voor vergaderen, teambuilding en personeelsfeesten · the umbrella
• Aan de kust of bij de luchthaven: jouw zakelijke uitvalsbasis · Mercure Oostende and Mövenpick Brussels Airport
• Residentieel vergaderen met de voeten in het zand of tussen de schepen · Mercure Oostende and ibis Styles Zeebrugge
• Hoe vier je het jaar in stijl met je team? · ibis Styles Zeebrugge and Mercure Blankenberge
• Je meeting of event vlakbij het station · Mercure Blankenberge

The eleven hotels on CORPORATEPLANNER.be

• ibis De Panne
• ibis Styles Nieuwpoort
• ibis budget Oostende Airport
• Mercure Oostende
• ibis Styles Bredene
• ibis De Haan
• Mercure Blankenberge
• ibis budget Blankenberge
• ibis Styles Zeebrugge
• ibis budget Knokke
• Mövenpick Hotel Brussels Airport