Roomex helps businesses book, manage, and control accommodation, rail travel, and travel spend for field-based teams. Their buyers aren’t casual travelers — they’re procurement leaders negotiating supplier risk, finance teams controlling spend and VAT, and travel managers responsible for duty of care and disruption.
But when Roomex looked at the content landscape, most of what existed in corporate travel didn’t reflect those realities.
The category was dominated by large players publishing high volumes of broad, interchangeable content about flights, lounges, cards, and perks. That content rarely addressed the operational challenges of moving crews, contractors, and field teams — or the internal pressures faced by the people responsible for managing that travel.
Roomex had a clear strength in workforce travel. The challenge was making that strength legible to the market.
Challenge
Standing out in a crowded category without sounding like everyone else
Before working with Wordbrew, Roomex faced three interconnected challenges.
First, category ownership was unclear. While competitors positioned themselves around “business travel,” Roomex’s core differentiation — workforce travel — wasn’t strongly reflected in SEO or thought leadership. Messaging didn’t consistently signal who the platform was built for or why it mattered across procurement, finance, and travel functions.
Second, content lacked a strong persona lens. Although Roomex covered a wide range of topics, few assets spoke directly to the day-to-day concerns of specific buyers:
- Procurement teams managing supplier reliability, compliance, and ESG risk
- Finance teams responsible for forecasting, reconciliation, and VAT reclaim
- Travel managers handling policy enforcement, duty of care, and disruption
Without that depth, content struggled to support real buying conversations.
Finally, Roomex needed content that could scale within constraints. With a fixed monthly budget of 15,000 words, every asset had to work hard — ranking for high-intent keywords, supporting enterprise sales cycles, and generating leads through gated content.
The goal wasn’t more content. It was content that clearly earned its place in the funnel.
Solution
A persona-first, SEO-led content engine built for enterprise buyers
Wordbrew partnered with Roomex to rebuild their content strategy around one core principle: write for the people who actually make workforce travel decisions.
Rather than competing on generic “business travel” terms, the strategy focused on carving out clear authority in workforce travel management — a space where Roomex already excelled operationally.
Key strategic decisions shaped the program:
- A deliberate shift from broad travel topics to workforce-specific use cases
- Every asset aligned to a defined persona and stage of the buying journey
- Long-form, evergreen content prioritised over short, surface-level posts
- Gated assets designed to support lead capture and sales enablement
- A production model that could reliably deliver value within a fixed word count
This created a framework where content wasn’t just discoverable — it was usable.
How Wordbrew helped Roomex speak to each buyer, clearly
Procurement: reducing risk and complexity
For procurement professionals, workforce travel isn’t about convenience. It’s about control, compliance, and supplier confidence.
Wordbrew created content that addressed the realities procurement teams face:
- Managing multiple accommodation suppliers across regions
- Negotiating long-stay and project-based rates
- Meeting ESG and sustainability requirements
- Ensuring duty of care and supplier reliability
Content included long-form guides on supplier consolidation, workforce travel procurement playbooks, ESG-focused white papers, and practical templates such as supplier evaluation scorecards.
The result was content procurement teams could trust — positioning Roomex as a compliant, risk-aware partner rather than just another travel vendor.
Finance: visibility, forecasting, and control
Finance teams approach travel through a different lens. Their concerns center on spend visibility, reconciliation, VAT reclaim, and financial risk.
Wordbrew developed finance-led assets that reflected those priorities, including:
- White papers on controlling workforce travel spend
- Budgeting and forecasting playbooks
- VAT and compliance guides
- Templates for expense audits and reconciliation
- Reports focused on cost optimisation
These assets helped reposition Roomex as a finance-friendly platform — one that supports accurate forecasting and reduces leakage — and gave sales teams material they could confidently share in finance-led buying cycles.
Travel managers: keeping teams moving, safely
Travel managers are closest to the operational impact of workforce travel. Their challenges are immediate and practical: last-minute changes, policy enforcement, duty of care, and admin-heavy processes.
Wordbrew created resources designed to reduce that friction, including:
- Workforce travel management guides
- Duty of care handbooks
- Travel policy templates
- Disruption management playbooks
- Technology roadmaps for travel teams
This content reinforced Roomex’s role as a time-saving, workforce-focused platform — supporting not just acquisition, but adoption and retention.
Execution
A scalable model that balanced depth with consistency
To support all three personas without overwhelming the team, Wordbrew built a repeatable content engine:
- 15,000 words per month
- Five long-form assets per month (~3,000 words each)
Each month’s output was intentionally designed to:
- Cover multiple personas without diluting relevance
- Address real operational pain points
- Balance SEO discovery with lead generation
- Produce assets sales teams could reuse across long cycles
By prioritising depth over volume, Roomex avoided the trap of publishing content that looked busy but failed to convert.
Why long-form and gated content mattered
Enterprise buyers don’t skim their way to a decision. They research deeply, compare options carefully, and look for signals that a vendor understands their world.
Long-form and gated assets allowed Roomex to:
- Demonstrate authority rather than claim it
- Capture high-intent leads already in research mode
- Support longer sales cycles with substantial material
- Provide immediate, practical value through templates and playbooks
Over time, this positioned Roomex as more than a booking platform — but as a strategic partner in workforce travel management.
Results
Clear differentiation in a crowded market
Through its partnership with Wordbrew, Roomex established a content foundation that competitors weren’t serving.
Competitive positioning shifted meaningfully:
- Broad business travel topics → Workforce travel specialisation
- Flights, lounges, and cards → Accommodation, rail, invoicing, and spend control
- Generic travel advice → Persona-specific operational guidance
- High-volume, shallow content → Authoritative, long-form resources
Roomex didn’t try to outpublish larger competitors. Instead, it out-focused them — owning a niche that mattered deeply to its buyers.
