Casa Mírame
Hospitality, recoded for the always-on traveler.
Casa Mírame is a 14-room property tucked into the Oaxacan hills. 78% of their bookings were coming through OTAs charging 18% commission. The owner, a third-generation hotelier, said: 'I want the next ten years of guests to know us before they know Booking.com.'
We treated the brand like a record label — a small, opinionated curator of taste — instead of a hotel. We built a content engine, a magazine, a podcast, and a booking flow that all funnel guests directly to Casa Mírame and away from the OTAs. The hotel became the headline; the rooms were the proof.
We launched a quarterly print + digital journal called Mírame featuring artists, chefs, and designers connected to Oaxaca. The journal mails to past guests, lives on the site, and is stocked in 12 partner shops globally. Guests now arrive having already read four issues. Average stay length grew from 2.4 to 3.7 nights.
We rebuilt the booking flow as a single-page concierge: pick the trip, get a same-day human response, finalize over WhatsApp. We eliminated the calendar grid that competes with every OTA. Direct booking conversion rose 60% and OTA share dropped from 78% to 42% in two quarters.
Instead of a hired film crew, we gave six members of the property staff cinema cameras and ten days. The resulting 11-minute film is the loudest, most honest piece of marketing the property has ever had. It's been licensed by two airlines for in-flight content.
We built 'Mírame Casa' — a private invitation list for repeat guests with access to off-menu experiences (private kitchens, archived rooms, mezcal tastings with the maestro). No points. No tiers. Just a list. 41% of guests on the list return within 12 months.
- 01Brand strategy + verbal identity
- 02Identity system + signage
- 03Quarterly print journal (4 issues to date)
- 04WhatsApp-native booking flow
- 0511-minute property documentary
- 06Member program 'Mírame Casa'
- 07Photography library (140 frames)
- Weeks 01–03On-site discovery in Oaxaca · staff interviews
- Weeks 04–08Identity + journal launch issue
- Weeks 06–12Booking flow rebuild + WhatsApp integration
- Weeks 09–14Staff-led documentary production
- Weeks 14–16Loyalty system launch + member onboarding
"We were a hotel paying rent to platforms. Now we are a publication that happens to own rooms. The economics changed. So did how it feels to run the place."
