4* Boutique Hotel | France
From Corporate to Leisure: Hôtel Moderniste’s Path to Direct Success
Hôtel Moderniste is a four‑star boutique hotel located in Paris’s 15th arrondissement, just steps from Paris Expo Porte de Versailles, one of the city’s largest exhibition and convention centres. Following a two‑year renovation, it reopened as a refined blend of 1930s architecture and modern elegance. Historically catering to corporate and trade‑show guests, the hotel sought to broaden its reach into the leisure market while strengthening its direct distribution performance.
D-EDGE Solutions: MediaGenius • Booking Engine • Channel Manager
“Thanks to D‑EDGE’s expertise and tailored advice, we were able to reach new audiences, and achieve outstanding growth in our direct performance.”
— Bertrand Mignard • Marketing & Hotel Manager • Hôtel Moderniste
Challenges: broadening from corporate to leisure
To achieve their ambition, Hôtel Moderniste faced several key challenges:
- Limited leisure presence:
The hotel’s strong corporate base (trade shows, exhibitions, and conferences) meant its leisure audience remained under‑developed.
- Direct channel optimisation:
The website and booking engine needed to better attract and convert leisure travellers by improving the user experience and showcasing attractive offers.
- Technology needs:
The hotel required efficient, conversion‑focused tools to support both acquisition and conversion efforts.
Solution: an end-to-end strategy to attract and convert leisure travellers
- Acquisition tools:
Using MediaGenius, a digital ads management platform designed for hoteliers, the team launched metasearch and digital campaigns targeting leisure travellers, boosting visibility among weekend and citybreak audiences.
- Conversion tools:
The D‑EDGE Booking Engine enabled:- Custom promotional offers for leisure guests (seasonal and couple packages)
- A Dynamic Calendar highlighting the best value dates, encouraging faster booking decisions.
- Operational & connectivity support:
The D‑EDGE CRS, complemented by its Channel Manager, ensured seamless PMS and OTA data flow. Additional tools like PSP Connect and RMS Spotpilot delivered pricing agility and real‑time responsiveness to market trends.
Results: stronger acquisition & conversion performance
Metasearch and digital campaigns achieved exceptional visibility and a 16× ROI among leisure audiences.
Direct bookings became the second‑largest channel, just behind the leading OTA.
The booking‑engine conversion rate reached 5.3%, an outstanding result for a hotel traditionally focused on corporate travellers.
Our remarkable results stem from a strong, centralised direct acquisition and conversion strategy built in partnership with D‑EDGE. Thanks to their expertise and tailored advice, we were able to reach new audiences, enhance our booking experience, and achieve outstanding growth in our direct performance.
Hôtel Moderniste’s journey demonstrates how a boutique city hotel can successfully broaden from a corporate‑centric foundation to attract leisure guests through a well‑executed acquisition and conversion strategy.
→ The outcome: stronger direct performance, a more balanced demand mix, and greater independence from OTAs.
Boost your hotel’s direct performance today
Looking to broaden your mix, optimise your direct channel, and elevate your hotel’s digital journey? Let’s make it happen.
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