Driving Brand Integration Across Global DMCs at Hotelbeds Group

From leading the rebrand of Worldcome to overseeing its merger into Destination Services, I built the foundation for a scalable, unified digital presence across Hotelbeds Group’s DMC brands.

I was brought into Hotelbeds Group to lead marketing and digital brand implementation for Worldcome, their network of Destination Management Companies (DMCs) operating across more than 40 countries. At the time, each destination team operated semi-independently, with fragmented messaging and inconsistent visual identity.

About Hotelbeds Group

My role began with repositioning Worldcome. I shaped a clear brand narrative, redesigned the website, and built a modular content framework that gave regional teams flexibility while keeping the message consistent and clear.

Following the success of this transformation, Worldcome was merged with Destination Services, and I was chosen to lead the digital integration of the two brands. This included:

• Conducting a full audit of both brands’ messaging and assets
• Building a new web platform that aligned with the unified value proposition
• Developing a flexible design system and tone of voice to support both regional autonomy and global scale
• Leading workshops and coordinating rollout with stakeholders across Europe, LATAM, and APAC

The result was a brand and web presence built to scale with Hotelbeds’ ambitions, and strong enough to later help shape the foundation of the TUI Musement brand.