“CHECK IN WITH THE LOCALS”
Turning local knowledge into a hospitality ecosystem
As Room Mate entered a new stage of growth, the brand needed to strengthen awareness, reinforce its positioning and drive direct bookings in an increasingly competitive hospitality market.
Beyond generating bookings, the challenge was to build stronger emotional connections, increase brand preference and create long-term loyalty.
INSIGHT
The most memorable travel experiences come from accessing local knowledge, authentic recommendations and genuine human connections. People want to experience a city from the inside, not simply visit it.
IDEA
The proposal positioned employees, founders and local communities as cultural ambassadors, creating a connected ecosystem of content, experiences and loyalty initiatives that would transform the brand from a place to stay into a gateway to authentic local experiences.
PLATFORM ACTIVATIONS
The Antiguide
Alternative city guides curated by Room Mate employees, revealing the hidden places only locals know.The Anti-Souvenir
A participatory memory-making experience that transformed guests' personal travel moments into a living community-driven guide, generating authentic content and fostering loyalty.Very Important Local
An initiative giving former residents priority access to reconnect with their hometowns through Room Mate.The Local Room
Hotel rooms redesigned by influential local personalities, translating their identity and lifestyle into unique hospitality experiences.Roomie Confessions
A storytelling series featuring the anecdotes, stories and culture behind the people who have shaped the brand.How To Be A Local
Playful city tutorials helping guests experience each destination through the eyes of locals.Creative Direction & Brand strategy: Natalia Arias A. - Sr. Copywriting: Ana Benitez - Art Director: Pablo del Valle - Account manager: Elena Sánchez - Client: Room Mate Hotels
Agency: APPLE TREE
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