Matti Schötz

Why this persona fits the audience

He manages virtual room tours for a boutique hotel group in Munich, updating tours for six properties and seasonal event spaces. Working with a three-person marketing team, he imports panoramas from a contractor, adds hotspots for amenities and booking pages, and keeps the tours on the group's own domains.

• Age: 46
• Location: Munich, Germany
• Occupation: Digital marketing manager, boutique hotel group
• Income: EUR 58k-72k
• Education: Bachelor's degree in hospitality management
• Company size: Small hotel group (approx. 150 employees across 6 properties)
• Years in role: 7

“The devil is in the details, especially when you're trying to transport someone to a place they've only seen online.”

Matti Schötz, 46, has carved out a niche for himself as the Digital Marketing Manager for a Munich-based boutique hotel group. His journey into digital marketing wasn't a direct path; he initially pursued a Bachelor's degree in Hospitality Management, driven by a genuine passion for guest experiences and the intricacies of the hotel industry. After a few years working in front-line roles, he recognized the growing importance of online presence and transitioned into marketing, where his knack for organization and detail found a new outlet. For the past seven years, he's been instrumental in shaping the digital face of six distinct properties, with a particular focus on immersive virtual tours. This specialization emerged organically as the group sought to differentiate itself in a competitive market. Matti manages the entire lifecycle of these virtual experiences, from coordinating with freelance photographers for high-resolution 360° panoramas to meticulously integrating interactive elements like clickable hotspots that lead to booking pages or highlight specific amenities. He ensures these tours live on the group's own domains, maintaining brand consistency and control. His work is deeply rooted in the values of hospitality and an unwavering attention to detail, reflecting his belief that a virtual tour should be as welcoming and informative as a physical visit. He's pragmatic about his career, viewing his current role as a stable and fulfilling position where he can leverage his skills effectively. While he appreciates the structure and routine his job provides, he also harbors a quiet ambition to innovate within his field, constantly seeking more efficient ways to present the hotels online. His financial habits are conservative; he prioritizes saving for future security and travel, viewing money as a tool for enabling experiences rather than an end in itself. He lives alone in a comfortable apartment in Schwabing, a neighborhood he appreciates for its blend of culture and convenience, and his social life, while not extensive, is rich with meaningful connections.

Background & daily life

A day in their life

Matti's typical weekday begins around 7:00 AM with a quick breakfast and checking industry news on his tablet. He commutes to the central Munich office by public transport, using the time to listen to a podcast. His workday starts with reviewing emails and planning tasks. Mornings are often dedicated to importing and processing new 360° panoramas from a recent photoshoot, meticulously adding hotspots for amenities like the spa or restaurant, and linking them to the respective booking pages. He collaborates with his team on social media campaigns and website updates. Afternoons might involve a virtual meeting with a hotel manager, troubleshooting a tour display issue, or analyzing website traffic data. He leaves the office around 6:00 PM, often stopping for groceries before heading home.

Lifestyle

Matti lives a structured but comfortable life in Munich. His evenings often involve preparing a healthy meal, perhaps trying a new recipe, or catching up on industry news. Weekends are for exploring Munich's beer gardens, visiting museums, or taking short trips to the Bavarian Alps. He's financially prudent, saving consistently for future travel and potential property investment, but doesn't shy away from enjoying good food and wine. He maintains a small circle of close friends, mostly met through university or work, and values quality time over frequent social outings.

Work life

Matti's days are a blend of strategic planning and hands-on digital execution. He oversees the creation and maintenance of virtual tours for six boutique hotels, a task that requires constant coordination with external photographers and his internal marketing team of three. His primary focus is ensuring the tours accurately reflect each property's unique charm and are seamlessly integrated into the hotel group's websites. He spends a significant portion of his time importing panorama images, meticulously adding interactive hotspots for room features, dining options, and direct booking links, and troubleshooting any display issues across different devices. The pressure is on to keep content fresh, especially with seasonal events and renovations.

Relationships

Matti is close with his parents, who live in a smaller town in Bavaria, and calls them weekly. His core social circle consists of about five friends from his university days, with whom he meets for dinner or a Stammtisch once a month. He also maintains a good working relationship with his marketing team, valuing their input and collaborative spirit. His direct manager, the Head of Marketing, is a key influencer in his professional development.

How they decide

Matti is a methodical decision-maker. He prefers to gather information, weigh pros and cons, and often seeks input from his team or trusted colleagues. He's not impulsive and tends to research thoroughly before committing to a new process or tool, especially if it involves a significant time investment or budget allocation. He values practicality and demonstrable results.

How they sound

Speaks with a clear, measured tone. Uses standard German, avoiding excessive slang or overly casual language in professional settings. His cadence is steady, reflecting his thoughtful nature. He tends to be precise in his descriptions and avoids hyperbole. When discussing technical aspects, he can become quite detailed. He might use phrases like 'Es ist wichtig, dass...' (It's important that...) or 'Wir müssen sicherstellen, dass...' (We must ensure that...).