Grow direct bookings. Reduce OTA dependency. Stop competing on price.
Hotel Marketing Consultant for Independent Hotels, Serviced Apartments and Apart hotels. UK, Europe and beyond.
Hotel Marketing that connects the dots.
Independent hotels do not need more disconnected marketing activity. You need a clear, commercially aligned strategy that brings everything together, from search and paid media to website performance, content, local visibility and direct booking growth. The Hotel Marketing Playbook is built on 25 years of in-house hotel Sales, Marketing, Distribution and Digital experience, giving you the structure, clarity and practical direction to grow direct revenue, reduce commission cost and make every marketing action count. With a method, not guesswork.
Bonjour, I am Valérie
25-years of in-house hotel marketing across the UK, Europe, Middle East and Africa. 20+ hotel pre-openings. Senior roles up to EMEA Sales & Marketing Director level.
I now work with a small number of independent hotels and serviced apartments to grow direct bookings and reduce OTA dependency. I take a maximum of three clients at any one time. This is not a marketing line, it is how I make sure every hotel I work with gets the quality of attention that produces results.
If you are a General Manager, Owner, Head of Commercial or Marketing Director and the gap between marketing activity and commercial performance is bothering you, we should talk.
Experience across boutique hotel brands and leading serviced apartment brands.
Three ways to work together.
All three engagement start with the DIRECT Playbook. The difference is depth, duration and level of involvement.
01- Embedded Marketing Partner
Hands-on execution.
I work inside your business as your marketing function. Strategy, execution, monthly reporting and channel management. Best for hotels without a dedicated marketing team, or with a small team that needs senior direction and accountable delivery.
Fixed monthly retainer. Minimum 9 months.
02- Fractional Marketing Director
Strategic leadership.
I take the senior marketing seat at your table without the full-time overhead. Direction, prioritisation, team development and commercial alignment across marketing, revenue, distribution and sales. Best for small hotel chains and growing independent hotels ready to invest in marketing leadership.
Fixed monthly retainer. Minimum 6 months.
03- Visibility Audit
Clarity, fast.
A full review of your website, booking engine, OTA listings, Google presence, Social Media, Newsletter and paid media. You get a prioritised report on what to fix and in what order. Best for hotels that want clarity before committing to a longer engagement, or that have an internal team capable of implementing recommendations.
From £1500. One fixed fee. Delivered in 2 to 3 weeks.
Frequently Asked Questions
Still have questions? Take a look at the FAQ or reach out anytime. If you’re feeling ready, go ahead. I’d love to help.
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Commercial impact depends on your starting point. Improvements to visibility and positioning cab be seen within weeks, particularly in local search and website clarity. Direct bookings typically strengthen over several months as structural changes compound and distribution becomes more aligned.
This is structured growth, not quick win that fade. -
Yes. Many independent Hotels, Serviced apartments and character properties such as Pubs with rooms I support do not have a full time marketing function. My Hotel Consultancy adapts to your capacity.
I can provide strategic marketing direction, hands on implementation or a hybrid approach depending on your internal structure.
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No. Paid media can accelerate performance, but it is not a requirement.
Search visibility, website conversion, google business profile optimisation and clear positioning often unlocks meaningful gains before activating paid. Paid campaigns are introduced only when they support clear commercial objectives.
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This flexible models allow you to access senior hotel marketing consultancy without committing a full time hire.
A typical 2 day may focus on visibility improvements, channel strategy, booking journey optimisation, campaign structure or performance review. You receive prioritised action and measurable direction rather than scattered activity.
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Yes. When required, I can take ownership of defined areas such as SEO, digital performance direction and visibility performance. Alternatively, I can guide and advise your existing team to ensure activity remains aligned with the revenue goal.
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Yes. Properties with distinctive personalities often benefit the most because clear positioning and strong storytelling support stronger direct booking performance.
Independent Hotels, Serviced Apartments and character-led properties are my focus. -
Absolutely. I frequently work alongside in-house teams to introduce structure, commercial alignment and accountability. The goal is to strengthen performance, not replace capability.
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The Hotel Visibility Audit is the most structured entry point. It provides a clear diagnostic of your search visibility, positioning, distribution and booking performance.
From there, we create a focused roadmap for increasing direct revenue and improving overall commercial alignment.
