Double-digit growth in organic visibility and guest service automation for an apartment operator

As part of the collaboration, we built a fast and fully functional system that helps users find their ideal holiday destination and book seaside apartments online with ease. Following the first phase of the project, the scope expanded to include additional modules: an AI chatbot, a mobile application, and a panel automating the work of the sales department.

Challenge

The BlueApart platform was already live and had been handling real bookings for several years. However, the application was not reaching its full sales potential due to an outdated design, an unintuitive interface, and slow performance. The goal was to migrate and launch a booking platform that would:

• allow users to search for apartments, hotels, and rooms using a wide range of detailed filters (location, number of guests, dates, amenities, and price),
• provide a quick and straightforward booking process,
• integrate online payments,
• present BlueApart's offer in an appealing and clear way,
• make it easy for property owners to collaborate with the company.

Beyond the SEO and migration challenges, the biggest technical hurdle was building a comprehensive search engine that remained user-friendly and delivered fast results despite complex filtering logic and a diverse apartment inventory. Additionally, during the project the client identified a need for more precise tracking of marketing campaign performance in order to improve their effectiveness.

Solution

We designed, planned the migration of a live platform, and implemented a new booking system along with an advanced property search engine. The platform was integrated with SALESmanago, automating marketing processes and providing access to in-depth analytics on the performance of marketing and sales activities.

The project enabled the client to scale their sales operations, make better use of their marketing budget, and grow the domain's visibility for key phrases in both SEO and LLM search.

• Frontend
  • The platform was developed using Next.js, ensuring excellent performance, fast page load times, and a fully responsive user interface.
• External integrations
  • SALESmanago and Google Tag Manager - we implemented advanced marketing automation workflows and analytics events, enabling personalised remarketing and more precise user tracking.
  • The booking process was fully automated and integrated with the Przelewy24 payment gateway, allowing reservations to be completed quickly and securely online.

On the SEO side, we carried out the migration while preserving existing URL structures (301 redirects), cleaned up duplicate content, blocked indexing of technical subdomains, and introduced a new three-tier URL architecture. 

Following the initial launch, we expanded the ecosystem with three additional modules: an AI chatbot with rich content, a beta version of a mobile application, and a sales panel for the commercial team. All modules share the same backend and the same apartment database, eliminating the risk of data inconsistencies and double bookings.

Key Features

• Advanced property search engine - filtering by location, number of guests and bedrooms, price, sea view, parking availability, in-apartment amenities, and on-site facilities; with sorting by price, size, or relevance.
• Stay booking system - date selection, number of guests, price calculation based on seasonality and availability, completed with online payment and no need to contact staff directly.
• Marketing Automation - integration of booking forms with SALESmanago, enabling user activity tracking and delivery of personalised marketing communications.
• AI chatbot with rich content - a hybrid solution built on n8n for the logic layer and a custom widget on the frontend, featuring image carousels, clickable apartment cards, and a knowledge base managed directly by the client's team.
• Sales panel for the commercial team - an offer and reservation dashboard with the ability to create and duplicate offers, smart alternative suggestions when requested dates are unavailable, a user account and role management system, and a shared database with the booking system to eliminate the risk of double bookings.
• Hotel LIDO and Szpas restaurant - dedicated landing pages, a breakfast configurator, and integration with Google Maps and Facebook.
  
• Mobile application (iOS, beta) - a native complement to the web platform designed for returning guests, featuring property listings, saved favourites, booking history, and push notifications about promotions.
• Informational pages:
  • For property owners - presenting the benefits and process of working with BlueApart,
  • About us, Contact, Blog, Careers, FAQ.

Results

• Double-digit growth in organic visibility within just a few weeks of starting SEO work. Phrases the site had previously not ranked for at all began appearing in the TOP 3. Reports show consistent, ongoing gains.
• Reduced time spent handling individual offers in the sales department - the panel replaced work across multiple tools, and the ability to duplicate existing offers speeds up responses to recurring enquiries.
• Round-the-clock availability through the AI chatbot, featuring apartment carousels and clickable cards instead of plain text, taking pressure off the customer service team.
• Full booking process automation - from searching for an apartment to completing an online payment, with no need to contact staff at any point.
• Significant cost savings on chatbot licensing compared to SaaS solutions with comparable capabilities, amounting to tens of thousands of Polish zloty saved on subscription costs alone per year.
• Shared backend across all modules - the booking system, sales panel, chatbot, and mobile app all operate on a single database, eliminating the risk of data inconsistencies.
• Safe SEO migration with no loss of rankings - 301 redirects implemented for several hundred legacy URLs, duplicate content removed, and technical subdomains blocked from indexing.
• Marketing process automation, customer segmentation, and personalised communication made possible through deep integration with SALESmanago.
• Simplified property owner management through dedicated information sections and the ability to update property details efficiently.
• Consistent user experience across all devices through a fully responsive interface.

Summary

For BlueApart, we built a product platform consisting of four integrated modules: a booking system, an AI chatbot, a mobile application, and a sales panel for the commercial team. All connected through the same backend, all working from the same data, and all designed around a single strategy - building a proprietary acquisition channel that does not depend on third-party booking portals. 

The technology stack (Next.js, Strapi, n8n, native mobile, SALESmanago, Przelewy24) is modern and well-documented, and the architecture allows new locations, apartments, and modules to be added without rebuilding the foundations. The client made a deliberate investment in the platform and has plans for further development - which is the clearest sign that the infrastructure is ready for what comes next. 

If you are planning a similar project in real estate, short-term rentals, or the broader hospitality sector, get in touch - this is exactly the kind of work we specialise in.