Case Study: Driving Awareness with what3words for Charles Hope
Client Overview:
Charles Hope is a serviced apartment provider with locations across the UK, offering stylish, short- and long-stay accommodations tailored for business and leisure travellers. Known for combining comfort with convenience, Charles Hope prioritises easy access and memorable guest experiences.
Challenge:
With locations often tucked away in vibrant but less obvious city spots, one of the key challenges Charles Hope faced was helping guests find their apartments effortlessly, especially in busy cities or newly launched properties. There was also an opportunity to enhance the guest experience by reducing arrival stress while standing out as a tech-forward hospitality brand.
Approach:
I led a campaign to integrate and promote what3words across Charles Hope’s marketing channels. The goal was twofold: to simplify location sharing for guests and to position Charles Hope as an innovative brand that values both ease of access and customer experience.
Strategy:
Content Strategy:
I crafted a content plan to introduce and explain what3words in a simple, guest-friendly way. Content included visual tutorials, social media snippets, and blog posts that highlighted how the technology worked and why it mattered—especially for those unfamiliar with it.
Visual Identity:
Working with our design team, we created branded visuals and animations showing how guests could use what3words to find each property. Each location was paired with its unique three-word address, formatted for clear, on-brand communication across platforms.
Engagement Tactics:
We launched a cross-channel awareness push, including organic social media content and email newsletters We also included the what3words location in booking confirmations, welcome emails, and digital guest guides to reinforce adoption.
Results:
Improved Guest Experience:
The integration of what3words significantly reduced location-related support queries and late arrivals, particularly in cities like London and Birmingham where precise navigation can be tricky.
Increased Brand Trust:
Guests appreciated the forward-thinking approach, and many mentioned the feature in reviews and feedback forms as a reason for their positive experience.
Operational Efficiency:
Our internal teams, including the Guest Services team, also began using what3words for more efficient location-based coordination, especially in larger buildings and multi-entry properties.
Lessons Learned:
Simplicity Wins:
Explaining a tech feature like what3words in a guest-centric, benefits-first way helped with quick adoption across a diverse audience.
Consistency Matters:
Integrating what3words consistently across all digital touchpoints ensured that guests didn’t miss it and built trust in its reliability.
Innovative Details Set You Apart:
Even small tech integrations, when communicated well, can elevate a brand’s perception and deliver practical benefits to guests and teams alike.
Conclusion:
By integrating what3words into Charles Hope’s digital guest experience, I helped the brand improve both discoverability and operational flow while reinforcing its positioning as a modern, guest-first hospitality provider. The campaign demonstrated how a small but smart tech integration, backed by strong storytelling and consistent execution, can drive meaningful impact across both customer satisfaction and internal processes.