Travel & hospitality
A travel journal that books cabins while you read
We rebuilt Fernway around stories from the places they rent, turning an editorial journal into their highest-converting booking channel.
14 weeks
- direct bookings year over year
- +52%
- of bookings start on a journal story
- 31%
- to publish a new destination guide
- 4 hrs
The challenge
Fernway rents forty small cabins across Scandinavia and Scotland. Most guests found them through booking platforms that took a large commission and hid the stories that made each place special. Fernway had a beautiful journal, but it lived on a separate blog with no way to book.
Our approach
We merged the journal and the shop into one site. Every story is linked to the cabins it mentions, and every cabin page shows the stories written about it. Editors plan content around seasons, so we built the content model around them too.
- Map every cabin to its region, season and nearby walks
- Design story pages with availability and prices beside the text
- Connect the booking engine so editors never touch prices or dates
The solution
Readers move from a story about autumn on a Norwegian lake straight into the cabin’s calendar. Destination guides are assembled from reusable blocks in the Studio, so the content team publishes a new guide in an afternoon.
Our journal used to be a nice extra. Now it is the reason people book with us directly.
The results
Direct bookings grew 52 percent in a year, and almost a third of them now start on a journal story. Fernway has reduced its reliance on third-party platforms for the first time since launching.
Selected screens and moments
“Our editors love the Studio. We ship landing pages for campaigns in an afternoon instead of a sprint.”
Hannah BeckerContent Lead, Fernway
