The Wallace

The Wallace is an independent boutique hotel at 242 West 76th Street on Manhattan’s Upper West Side. Its 124 rooms and suites have a residential feel, with spacious layouts and modern amenities. Central Park, Lincoln Center, and the American Museum of Natural History are nearby, while The Wallace Lounge gives guests a place to spend the evening at the hotel.

Those details matter to the marketing. The hotel offers a quieter neighborhood stay within New York City, with the space and comforts travelers may be looking for when they compare Manhattan hotels.

Empire Hotel Group partnered with Gourmet Marketing as its hotel marketing agency for The Wallace in New York City. The property needed to establish its place in Manhattan’s competitive hotel market and give travelers a clear reason to book directly.

We brought website design, SEO, local search, advertising and email marketing together around the Upper West Side experience. That meant presenting the hotel clearly, reaching people looking for a stay in the neighborhood, and keeping the booking journey connected to the reasons they would choose The Wallace.

A website built for the booking decision

Our boutique hotel website design for The Wallace takes a mobile first approach. The design conveys the hotel’s residential character while making it easy to explore the accommodations and move toward a direct booking.

That connection matters for an independent hotel. A traveler arriving from search or an ad needs to understand what makes the property worth considering, then find the information needed to choose a room. We balanced the visual experience with usability and the path to booking.

Search and advertising shaped by the market

Market demand and competitor analysis shaped our hotel SEO strategy for The Wallace. We focused the hotel’s positioning on its Upper West Side location and the experience it offers within Manhattan. The neighborhood, accommodations and nearby attractions give travelers specific reasons to consider the property when they search for a New York stay. In January through September 2026, organic search revenue grew 15% and organic bookings grew 5% versus the same months in 2025.

We also apply local SEO for boutique hotels to keep The Wallace visible in Google Maps and in neighborhood searches around the Upper West Side, Central Park and Lincoln Center.

Our hotel advertising strategy follows the same positioning. Search and advertising support the hotel’s visibility, while the website gives those visitors a place to explore the stay and book through the hotel’s own channel.

Keeping past guests close

Email marketing keeps The Wallace in front of past guests and subscribers with timely offers. In January through September 2026, email revenue grew 29% and email bookings grew 57% versus the same months in 2025.

Turning AI search into bookings

Travelers increasingly ask AI assistants where to stay in New York. The same content that supports The Wallace in search gives AI systems clear details about the hotel, its neighborhood and nearby attractions.

That visibility is now driving bookings. In January through September 2026, revenue from ChatGPT visitors rose 2,672% and bookings from ChatGPT grew 1,425% versus the same months in 2025.