Project Example: The Holiday Apartment "Am Rehwinkel"

In the picturesque village of Lampoding by Lake Waging lies the holiday apartment "Am Rehwinkel" (translated, the name roughly means: "At the Deer Nook"). It was time for a new website. Read here how this looks in practice and what to consider for such a project.

The Holiday Apartment...

Since 2003, there has been a small but special holiday apartment in Kirchanschöring / Lampoding, a municipality by Lake Waging in Upper Bavaria. It is located in complete seclusion at the edge of a forest above the lake, with no immediate neighbors (except for the owner couple living next door). It features some unique characteristics that are rarely found in combination in holiday apartments. These include a large tiled stove, a gallery as a play and retreat space for children, a lush, large garden in front of the terrace, and - a concert grand piano in the living room! Guests can explore the immediate surroundings of the Rupertiwinkel and the southeastern Bavarian foothills on rental bikes. Alternatively, they can discover the nearby mountains, the region's lakes, and surrounding cities such as Salzburg, Burghausen, Traunstein, or Prien am Chiemsee.

The holiday apartment is the perfect retreat for anyone looking to escape the hectic everyday life. In the magnificent nature, amidst fields and meadows, at the edge of the forest and surrounded by flowers and animals, the soul can breathe, and the body can relax.

...and its Guests

The target audience for the holiday apartment can and should be precisely defined. Guests looking for a wide range of wellness options or good walking access will likely miss these features at the "Deer Nook". Overall, the entire apartment is rural and cozy, pleasantly cooled by the forest in summer and very snug and comfortable in winter thanks to the tiled stove. However, it does not meet a luxury ambiance in terms of furnishings and entertainment options. People expecting sleek modern decor or special luxury may be disappointed.

On the other hand, the apartment is ideal for nature-loving singles or couples seeking a quiet retreat, for families with children - or specifically for musicians who enjoy the piano and the seclusion.

The Old Website

The existing website had been around almost as long as the apartment itself: since 2004 (!). I had programmed it back then using the technology of the time - classically and conservatively as a static homepage based on HTML, CSS, and JavaScript. Major content changes were not expected, which is why we decided against a Content Management System like Drupal oder Wordpress and against any other dynamic structure for the site at that time. It was intended as a showcase on the internet where potential guests could find information about the apartment and its conditions. In this role, it was meant to answer many possible questions in advance, without interested parties having to call for inquiries.

The design was deliberately understated. The colorful images of the apartment and nature were meant to take center stage. The apartment's connection to nature was also highlighted by the colors (earth tones and green):

The Advantages of the Old Website

• Robust Development: Exactly 20 years online without technical or legal issues - and thanks to static HTML, unbeatable loading times!
• Target Group-Centered, Clear Communication: (Almost) no bookings from guests who had different expectations or were ultimately dissatisfied.
• Simplistic Design and Clear Structure: Despite its age, the website still appears tidy and organized, and you can immediately find what you're looking for.

The Disadvantages of the Old Website

• No Responsiveness: The website was created before the first iPhones, and therefore it was not designed to be responsive for small screens. This became increasingly problematic, not only for visitors but also for search engines, which now have a "Mobile-First" approach and rank other websites worse (or not at all).
• No Content Management System: A static HTML-based page was a good decision at the time. For some use cases, it still is (our Netjutant website here is also a static site). However, the significantly increased demands for content - especially due to SEO and accessibility, including content that a user normally does not see - make the use of a CMS more sensible nowadays.
• Outdated Design: While the design was decent for such an old website, it was clearly no longer fresh.

The New Website

In relaunching the website, our goal was to retain the advantages of the previous version while bringing the website into 2024 - both technically and design-wise. We had the following considerations:

• We want to retain the colors and basic layout of the old website to create a sense of recognition. A new logo should create a brand and communicate this brand visually even more clearly.
• We want to use a Content Management System (here: WordPress) to be able to edit and add content more quickly. This primarily serves search engine optimization today.
• We tried not to change the overall feel of the website too much to continue appealing to the right clientele. This also includes the - now rare - layout of less than 100% screen width. Nature should continue to be in the foreground. The design should, however, become a bit more vibrant and optimistic - while still radiating individuality, calm, and relaxation.
• Despite all the changes (CMS, larger images...), the loading time of the website should still be as fast as possible.
• Of course, the new website should be responsive and accessible.
• An online booking was deliberately not desired by the client.

Challenges for Hosts and the Hospitality Industry in Rupertiwinkel

Whether a small holiday apartment or a large hotel: hosts and the hospitality industry in Rupertiwinkel face new challenges on the internet. Guests are becoming increasingly tech-savvy and expect more and more digital offerings for vacation planning and booking. At the same time, competition is getting tougher, as the world is coming closer together digitally and through globalization. While in the past one competed with a hotel in the neighborhood, today one competes with hosts worldwide. Specifically in our region, the so-called "overtourism" is also a challenge.

Here, a clear, very individual brand, a niche of one's own, and a personal website are the focal points for successful market positioning. It is essential to analyze the target audience precisely and to align not only the offering but also the entire communication (website, social media, advertising, apps...) to this target audience.

We support hosts in our region with brand and communication expertise and a fresh outside perspective, and we are happy to provide comprehensive advice on these topics.