The story
Think about the last time you stayed in a serviced apartment.
You probably remember the bed.
The location.
Maybe the view from the window.
What you likely don’t remember is the Instagram post that first introduced you to the place. And that’s exactly the point.
For a long time, hospitality marketing has been obsessed with content. Nice pictures. Calm videos. Perfect lighting. A caption about comfort, rest, and “home away from home.” It works. To a point.
But somewhere along the line, content stopped being enough.
At Gidanka, that realization didn’t come from a marketing workshop or a new trend deck. It came from watching guests interact with the brand beyond the screen.
Some guests discovered Gidanka through social media but booked weeks later.
Others booked because a friend stayed before.
Some returned not because of a post, but because a staff member remembered their name, their preference, or why they were in town.
That’s when the shift started.
From showing up to showing intent
Content is visibility. Campaigns are direction.
Posting a beautiful room is content.
Designing a Valentine’s experience that ties together accommodation, dining, ambience, pricing, and guest communication is a campaign.
At Gidanka, the move from content to campaigns was not about posting more. It was about organising everything that already existed.
Marketing stopped living only with the media team. Guest relations, front desk, operations, food and beverage, and business development all became part of the same loop.
Because in hospitality, what happens offline always catches up online.
A campaign now starts with questions like:
- Who is this experience for?
- What problem does it solve for the guest?
- How does it feel from booking to checkout?
- And how do we communicate that story consistently across touchpoints?
Only after those answers are clear does content come in.
Why campaigns matter more in hospitality
Serviced apartments sit in a unique space. They are not hotels. They are not homes. They are something in between.
That means guests are not just buying a room. They are buying predictability, comfort, and emotional ease. And those things are not easily communicated with a single post.
Campaigns allow Gidanka to:
- Tell one clear story over time, not in fragments.
- Align pricing, offers, and guest expectations.
- Create recall beyond aesthetics.
Instead of asking, “What should we post today?”
The better question became, “What are we inviting the guest into this week?”
That’s how ideas like experience-led weekends, seasonal offers, business-stay positioning, and collaborative events emerged. Not as isolated content, but as coordinated narratives.
The quiet advantage
Here’s the part that often goes unnoticed.
Campaigns force discipline.
They expose weak links quickly. A great post cannot save a confusing booking process. A strong offer cannot survive poor communication. When everything is connected, gaps become visible.
That visibility has helped Gidanka improve internally, not just externally.
The result is not louder marketing. It’s clearer marketing.
Guests may not articulate it, but they feel it. The experience makes sense. The messaging matches reality. And trust is built without trying too hard.
The shift isn’t cosmetic
In a crowded hospitality market, attention is cheap. Consistency is not. And Gidanka’s focus has quietly shifted from chasing visibility to earning return visits.
Content still matters. But now, it has a job.
It supports a campaign.
And the campaign supports the experience.
That’s the shift. And it’s still unfolding
