November 20, 2025

How Strategic Content & a Fresh Website Elevated Mykonos No5

From Underperformance to Steady Growth. The “Five Senses” Transformation.

Mykonos No5

The Challenge

Digital Indicators Pointing To Untapped Potential

During 2024’s annual performance review, a series of consistent signals revealed untapped potential in direct bookings. Although the hotel’s service quality and pricing parity were strong, the online presence did not accurately convey the on-site experience. Our audit of all guest touchpoints, combined with full tracking validation, confirmed the issue was not technical but strategic.

Clear gaps emerged:

  • Trend-aligned reels were limited, and the Instagram grid didn’t reflect the true character of the property.
  • The content library was aging, especially at key discovery and consideration moments.
  • Direct bookings underperformed.
  • Website analytics showed a 68% bounce rate and a 0.5% conversion rate: strong indicators of friction along the booking path.

So, why content?

Across all channels, the common thread behind every performance signal was the need for new, deeper, editorial-quality content. A refreshed content system would lift each touchpoint at once, enabling both the redesigned website and the media mix to convert ready-to-book users more effectively.

The Strategy

A Holistic Approach

We developed a three-step strategy that aligned storytelling, digital guest experience, and performance foundations under one shared objective: increasing direct bookings.

  1. Story-aligned Content:
    Firstly, the creation of content that reflected Mykonos No5 authenticity, highlighting the property’s character and aligning with the expectations of its ideal travelers.
  2. A Friction-Free Website Journey:
    Coordination of a full website redesign to improve the user experience, unify the visual elements, and support a clearer path to booking.
  3. Cross-Channel Content Integration:
    The final step is implementing the renewed content across all advertising channels to ensure a cohesive first impression and a seamless journey from ad to checkout.

Implementation

From Story to System

We served as the single point of strategy and creative leadership, coordinating all workstreams and ensuring every deliverable had a meaningful contribution.

  1. Phase one: Content production | “Five Senses”

    We developed a content direction designed around the five senses, hence the name, so the experience is felt rather than merely described. Every scene and angle was chosen to express a specific sensation and to create emotional connection. Natural light, and authentic moments became the backbone of the content production concept. This shoot became the visual signature of the brand, setting the aesthetic direction across all digital media. The outcome was a twelve month content library of more than three hundred assets organized by funnel stage, season, and audience persona so that discovery, consideration, and conversion each had the right story in the right form.

  2. Phase two: Website redesign

    Our main KPIs were the bounce rate and conversion rate, with goals to bring bounce below 30% and significantly increase booking performance. Once the new site went live, we validated all the tracking across advertising and analytics platforms to secure accurate measurement and reliable performance insights. The final outcome is a calm, modern digital journey where every touchpoint aligns with a specific decision step and helps guide guests toward a direct booking.

  3. Phase three: Content’s Integration to Each Touchpoint.

    With the refreshed content and the redesigned website in place, we integrated the new creative assets across all advertising platforms to deliver a consistent first impression and a smooth experience from ad to booking.

On Google, we used the new material to strengthen brand presence and improve quality signals.
On Meta Ads, the updated visuals helped us reach new audiences more effectively, allowing us to further enhance traffic and sales.
Targeting focused on American and European travelers with a strong interest in aesthetic boutique hotels and luxury experiences.

The performance framework was built around a ROAS target above 4.5—a point where direct bookings begin to outperform OTA-driven revenue, ensuring profitability and long-term value for the hotel.

Results

In this year’s annual review, the picture looked noticeably different. Direct bookings were up and the engagement in the renewed website had skyrocketed. Hotel leadership attributed the momentum shift to the combined effect of the refreshed content and the conversion focused website. The digital presence of Mykonos No5 developed a distinctive signature and stronger recognition across channels. The visual identity is now consistent on the website, social media, campaign visuals, and promotional materials. With content carrying the narrative from discovery to checkout and the site removing friction, performance marketing can  now scale, relying on new content and a consistent visual identity.

The “Five Senses” project demonstrates the value of strategic photography and filmmaking as the foundation of branding. With a firm visual direction and a clear concept built on the five senses. Content has shifted from being a liability to our strongest asset. It now works with us, not against us, fueling the performance strategy rather than holding it back.

Direct bookings from 24.9% to 34.5%

Besides boosting total revenue, we changed how bookings come in.Direct bookings jumped from 24.9% to 34.5%.

That means less reliance on OTAs. A smooth website plus a strong, honest brand story gave guests the confidence to book straight with the hotel instead of going through middlemen.

2024
2025

Sales from Social Media Ads up 600%

One of the biggest wins from this campaign? A 600% jump in sales straight from social media ads.

That number says it all! Great content is what actually gets people to book.

Key performance data

  • Season over season: Direct bookings up 27%
  • Season over season: ROAS 2.8 → 5.6
  • Season over season: Bounce rate 68% → 21.5% 
  • Season over season: Conversion rate% more than doubled
  • Optimized Channel Mix: Direct bookings share 24.9% → 34.5%
  • Sales from Social Media Ads up 600%
  • Instagram organic engagement 7.03% in 2025

Key takeaways

Content is a revenue driver when it is editorial in quality and true to the product.
The website is the digital lobby and when user experience and booking psychology work together the friction disappears.
Data guided creative wins because benchmarks and live signals shape targets and briefs that move the numbers.

Above all, keep improving. The brands that review and refresh frequently are the brands that stay ahead.

Credits

Content and Creative Direction: Panadvert
Photography: Christos Drazos

Videography: Vscope
Content Direction: Panadvert in collaboration with Christos Drazos in photography and Vscope in videography
Website: Design and build by k2.gr
Project Timeline: 2024 - 2025

As the season closes and the festive period begins we would like to thank the teams and partners who turned strategy into results. Here is to an even stronger year ahead.