PRACTICE
The work behind the experience.
Hospitality is experienced as a whole. Behind it are decisions about what a place represents, what it offers, how it is expressed, how people discover it and what happens after they do. Montēs works across those decisions.
What feels natural to a guest is often the result of many decisions working together.
Meaning
Brand & Experience
What should this place represent, what should it offer, and what should people actually experience?
We define what the brand should stand for and develop the ideas, offers, expressions and experiences that make it tangible.
From positioning and identity to what people can choose and how they experience it, the aim is to make the different parts of the business feel as though they belong to the same place.
- Strategy
- Concept
- Expression
- Offer
- Experience
What this can change
A more distinctive brand, a clearer offer and an experience that feels coherent from beginning to end.
Brand StrategyDefine the strategic choices that make the brand clearer, more distinctive and more useful to the business.Defines what the brand represents, who it is for, the position it should occupy and the choices that make it distinctive.
What we do
- Positioning and differentiation
- Audience and guest priorities
- Value proposition and competitive context
- Brand architecture and principles
- Strategic direction and opportunity priorities
What it can create
- Brand Strategy
- Positioning model
- Differentiation map
- Audience priorities
- Brand principles
- Opportunity / priority map
When it becomes relevant
- Launching a new hospitality brand
- Repositioning an existing property
- The experience is stronger than the current brand
- Different teams describe the brand differently
Brand ConceptDevelop the central idea that gives the brand a coherent world of its own.The central idea that organizes the brand world — narrative, principles, codes and the things that should feel uniquely its own.
What we do
- Core idea and concept statement
- Brand world and narrative premise
- Creative territories
- Symbols, codes and cultural references
- Experience principles
What it can create
- Brand Concept
- Concept narrative
- Creative territory system
- Reference / code framework
- Brand-world principles
- Concept applications
When it becomes relevant
- Positioning is clear but expression still feels generic
- A property has many strong elements without an organizing idea
- A new concept needs a recognizable worldview
- Many future touchpoints need coherence without rigid templates
Identity & ExpressionMake the brand recognizable through the signals people see, hear, read and encounter.Turns the brand idea into recognizable visual, verbal and creative signals across the places people encounter it.
What we do
- Visual and verbal identity
- Tone of voice and naming systems
- Typography, colour and graphic codes
- Art direction and image / film direction
- Selected brand behaviours and applications
What it can create
- Identity system
- Verbal system
- Art-direction system
- Image principles
- Brand System / guidelines
- Creative prototypes
When it becomes relevant
- The brand looks interchangeable
- Communications are inconsistent
- A repositioning needs visible change
- Several teams or partners need a shared system
Offers & ConceptsDevelop stronger reasons for people to choose, travel for, spend around and return.Finds and develops stronger offers, experiences and concepts from the value already present in the property and its wider world.
What we do
- Offer Architecture
- Packages, experiences and retreats
- Gastronomy and wellness concepts
- Collaborations, memberships and events
- Naming, narrative and value framing
What it can create
- Opportunity Map
- Offer Architecture
- Concept Sheets
- New or revised offers
- Experience concepts
- Priority roadmap
When it becomes relevant
- The business relies too heavily on rooms
- Shoulder seasons need stronger reasons to travel
- Existing experiences are poorly packaged
- The destination or local ecosystem is underused
Guest ExperienceDesign how the brand promise becomes something people actually live.Shapes the journeys, rituals, moments and touchpoints through which the brand becomes a lived guest experience.
What we do
- Guest journey and experience principles
- Arrival and departure
- Rituals and room moments
- Hosting, touchpoints and transitions
- Pre-arrival and post-stay experience
What it can create
- Guest Journey
- Experience Principles
- Ritual / Touchpoint system
- Selected moment concepts
- Experience prototypes
- Handoff requirements
When it becomes relevant
- The brand is strong on paper but weak in experience
- Arrival or important moments feel generic
- A new offer needs an intentional journey
- Different departments create fragmented experiences
Expression
Editorial & Media
What deserves attention, how should it be told, and what should the brand accumulate over time?
We decide what deserves attention and create the stories, images and media that allow people to understand and imagine the place before they arrive.
Editorial direction gives the work a point of view; photography, film, campaigns and media systems give that point of view a visible life over time.
- Direction
- Creation
- Storytelling
- Continuity
What this can change
A richer perception of the place and a body of media capable of building recognition over time.
Editorial DirectionDecide what deserves attention and the perspective from which it should be seen.Defines what deserves attention, which stories matter and the perspective from which the brand should be seen and documented.
What we do
- Editorial thesis and content territories
- Story selection and narrative sequencing
- Creative direction
- Subjects, protagonists and cultural lenses
- Production priorities and recurring formats
What it can create
- Editorial Direction
- Story Map
- Content Territory system
- Creative brief
- Production direction
- Series concepts
When it becomes relevant
- Production is frequent but repetitive
- Content is attractive but strategically shallow
- Destination and people are missing
- A campaign or series needs a coherent perspective
Photography & FilmCreate the visual language through which people can imagine the place before they experience it.Creates photography and film that make the property, destination and experience visible with editorial, documentary and commercial intent.
What we do
- Architecture and interiors
- Destination and lifestyle
- Portraits, gastronomy and experiences
- Wellness, detail and documentary moments
- Brand films, shorts, vertical and campaign imagery
What it can create
- Photography library
- Brand film
- Short film
- Vertical cuts
- Campaign assets
- Destination imagery
When it becomes relevant
- Existing media underrepresents the real experience
- The property has changed
- Important spaces or offers are missing
- A launch, season or repositioning needs a new visual body of work
Campaigns & StoriesTurn a meaningful opportunity into a story people can notice, understand and remember.Builds focused narratives around launches, seasons, experiences, people and other opportunities worth bringing into the world.
What we do
- Campaign concept and story architecture
- Launch and seasonal narratives
- Destination, gastronomy and wellness stories
- Collaborations and cultural stories
- Original series and campaign asset systems
What it can create
- Campaign idea
- Narrative
- Key visual / art direction
- Photography and film
- Editorial story
- Series format
When it becomes relevant
- Launching or reopening
- Activating a new offer
- Entering a new season
- Introducing a collaboration or recurring editorial property
Media SystemsBuild media as an accumulating brand asset rather than a sequence of disconnected productions.Builds an organized, reusable body of photography, film and stories that becomes more valuable with every production.
What we do
- Media audit and coverage map
- Asset taxonomy and content gaps
- Photography / film library structure
- Recurring production rhythm
- Usage, archive and seasonal refresh logic
What it can create
- Media Architecture
- Media Library
- Coverage matrix
- Asset taxonomy
- Production roadmap
- Recurring production system
When it becomes relevant
- Assets live across disconnected folders
- The hotel depends on old imagery
- Productions repeatedly cover the same subjects
- Multiple properties need structured coverage
Relationship
Demand & Conversion
How do the right people find the brand, understand it, choose it, book it, return and stay connected?
We design the path from discovery to booking and return.
That means shaping the digital environment, generating qualified attention, removing friction from decision-making, extending the direct guest relationship and learning from real behaviour.
- Discover
- Consider
- Choose
- Return
- Learn
What this can change
A clearer path to direct demand, stronger conversion and longer guest relationships — with learning that improves the next decision.
Digital ExperienceBuild the digital environment where brand, offer, media and decision come together.Builds the digital environment where the brand, offer, media, booking journey and guest decision come together.
What we do
- Web + Landings + Listings + Digital Journeys
- Information architecture and content model
- UX/UI and mobile experience
- CMS and booking integrations
- SEO foundations, analytics and performance
What it can create
- Website
- Landing environment
- UX architecture
- Design system
- CMS model
- Booking-path improvements
When it becomes relevant
- The site does not reflect the real property
- Users struggle to understand the offer
- Mobile or booking feels disconnected
- New properties need a scalable architecture
Demand GenerationCreate qualified attention around concrete commercial priorities.Creates qualified attention around the commercial priorities, audiences and reasons to choose that matter most.
What we do
- Search + Paid + Organic
- Partnerships + Retargeting
- Audience Activation
- Offer and campaign framing
- Landing and distribution requirements
What it can create
- Demand plan
- Campaign architecture
- Audience / keyword systems
- Paid campaigns
- Distribution plan
- Acquisition reporting
When it becomes relevant
- Low or shoulder season needs support
- A new market matters
- An opening or new experience needs visibility
- The business relies too heavily on passive or intermediary demand
ConversionReduce friction between interest and direct action.Improves the path from interest to enquiry or booking by making offers, decisions and next steps clearer and easier to act on.
What we do
- Offers + Decision Paths
- Booking + Enquiries + CRO
- CTA and information hierarchy
- Trust, forms and mobile friction
- Funnel analysis and testing
What it can create
- Conversion audit
- Friction map
- Revised landing / booking flows
- CTA system
- CRO backlog
- Measurement events
When it becomes relevant
- Traffic exists but bookings or enquiries are weak
- Users abandon key steps
- Offers are difficult to compare
- Campaigns send traffic to weak landing experiences
Guest RelationshipsBuild a stronger direct relationship before, during and after the stay.Develops the direct relationship through CRM, email, WhatsApp and guest journeys before, during and after the stay.
What we do
- CRM + Email + WhatsApp
- Pre-arrival + During Stay + Post-stay
- Reactivation + Repeat Guests
- Segmentation and first-party audiences
- Referral and lifecycle logic
What it can create
- Guest-relationship map
- Lifecycle / CRM flows
- Email / WhatsApp sequences
- Segmentation logic
- Reactivation campaigns
- Repeat-guest systems
When it becomes relevant
- Guest data exists but is barely used
- Communication stops after checkout
- Repeat guests are treated like new prospects
- The hotel wants to depend less on third-party channels
Measurement & LearningTurn real behaviour and performance into better decisions across the system.Uses analytics, attribution, testing and real behaviour to understand what is working and improve the next decisions.
What we do
- Analytics + Attribution + Behaviour
- Testing + Performance + Learning
- Event and journey measurement
- Campaign and content performance
- Prioritized insight and iteration
What it can create
- Measurement plan
- Analytics implementation
- Event taxonomy
- Dashboard
- Testing framework
- Insight / learning report
When it becomes relevant
- Teams have many dashboards but little insight
- Campaign results are disconnected from bookings
- Website behaviour is invisible
- Decisions rely mainly on opinion
The system
- Meaning
- Expression
- Relationship
- Learning
- Meaning
The work is rarely linear. A stronger offer can change the story. A better story can create new demand. Behaviour can reveal an offer or experience problem. Learning should be able to travel back through the system.