A gallery you
can sleep in.
A heritage boutique property whose art collection was its best asset and its worst-kept secret.
Where it started.
Buri Gallery House sits inside the Old City walls with a rotating collection of Northern Thai contemporary art. None of that appeared on the website, which sold it as a generic 20-room hotel competing on price against every guesthouse on Ratchadamnoen Road.
Three moves that changed it.
Lead with the collection
The homepage opens on the current exhibition, not a room. Each room page names the works hanging in it, with the artist and the medium. Guests choose a room the way they would choose a seat at a show.
Rank for culture, not for beds
"Art hotel Chiang Mai", "boutique hotel Old City Chiang Mai", "where to stay near Wat Phra Singh". Cultural intent converts at nearly three times the rate of generic accommodation search.
Build the exhibition calendar
A living events page indexed and shareable, giving local press and art listings something to link to every six weeks.
What it moved.
What we delivered
- ✓Exhibition-led homepage
- ✓Room pages mapped to artworks
- ✓Rotating exhibition calendar
- ✓Artist profile pages
- ✓Direct booking incentive module
- ✓Press and listings outreach
- ✓Multilingual guest pre-arrival flow
People now book the hotel because of the art, which is how we always wanted it to work.