Strategic Marketing and Content for Italian Accommodation Businesses
Maximize Your Property's Potential with modern media strategy
The way short-term rental businesses thrive is changing. In property, the saying was always: location, location, location. For top accommodation businesses now, the saying could just as well be: media, media, media. The internet, social media, and the way people consume content have changed the game.
That’s where we come in. We help you create a strategic viral media presence that taps into the most valuable real estate today, people’s attention. We work with you to take back control from the online booking gatekeepers and boost direct bookings.
Why the old approach falls short
01.
Online booking platforms own the marketplace
They are expensive, make the rules, and control the algorithms. Your offering is pitched against every other similar option in the same location, meaning you often have to compete on price. This also means your accommodation only gets seen by guests searching that specific geographic area.
02.
Management agents run a volume based business
Handing your marketing over to an agency means your accommodation gets treated like all the rest. The volume model makes it impossible to create a custom strategy with enough media volume to build an independant brand.
03.
No agent or online booking platform can convey your unique experience
Online booking platforms limit customisation and the amount of content you can post, while agents will shoot a few photos only once. This means the feeling and experience of staying with you can never be fully conveyed.
The future of more direct bookings right now in Italy
The trend towards building small accommodation brands, attracting mostly direct bookings, is already underway. There are many independent experiential accommodation brands throughout the US and the world pioneering the future of direct-to-consumer accommodation-based experiences. The big hotel brands have noticed and are quickly catching up; busily acquiring the rising stars of experiential stays in a bid to stay relevant.
Fortunately for you, this trend is in its infancy here in Italy. The opportunity is now to jump on this new wave and be a rising star in the direct bookings space. Thankfully, we’ve studied the best players, so you don’t have to..
How we help
Marketing That Sets You Apart
Most accommodation managers in Italy do the same thing for all clients, which means your potential is limited. We work with you to create a custom media strategy to build your independent brand, which helps you boost direct bookings, nightly rates, and ultimately revenues.
Content Creation That Sells the feeling
Successful independent stays around the world are succeeding with stunning, story-driven content. We craft cinematic, story filled photo and video that invokes a feeling in your future guest.
A Partnership That Fits You
We work with a select group of quality operators who share our vision for unique, experiential stays, and independence. We develop a story led content strategy that lets guests fall in love with your stay before they’ve even arrived.
Let’s build a strategy that works for you. We want viewers of your content to say: I want my next holiday to be there!
Never run out of content again.
One of the biggest challenges facing aspiring independent accommodation brands is creating enough high-quality content that will attract their ideal guests. We see owners struggle with this all the time. That’s why we developed a media service just for owners like you. A couple of things we can do:
01.
Photography and Video to launch your marketing powerfully
Whether you’re starting a new venture or an established destination, content will help you reach your goals. We can create you a bespoke package to get you on your way:
- Professional architecture and lifestyle photography of your rooms, pools, and landscaping to use on your website, booking platforms, and social media.
- Cinematic videos for your website hero header to hook visitors when visiting.
- Create a library of video content for Instagram & ticktock reels, including drone footage.
- Capture lots of behind the scenes footage and experience based content – the type that converts viewers into bookings.
02.
Ongoing content production and strategy for those serious about building a direct to traveller brand
There’s pricing power and an increased share of revenue if you can attract direct bookings, but the problem for many operators is keeping the marketing going with enough quality content.Â
With us as your partners in Italy, you’ll no longer have the problem of wondering what to post next.
- Cinematic lifestyle videos for websites, YouTube, PR, and other online promotion.
- Capturing of a content library on site, with occasional visits to refresh and capture new events and seasons.
- Ongoing production of reels and other media to keep your posting calendar full of cinematic content using the latest strategies that work.
01.
Photography and Video to launch your marketing powerfully
Whether you’re a new venture or an established destination, content will help you reach your goals. We can create you a bespoke package to get you on your way:
- Professional architecture and lifestyle photography of your rooms, pools, and landscaping to use on your website, booking platforms, and social media.
- Cinematic videos for your website hero header to hook visitors when visiting.
- Create a library of video content for Instagram & ticktock reels, including drone footage.
- Capture lots of behind the scenes footage and experience based content – the type that converts viewers into bookings.
02.
Ongoing content production and strategy for those serious about building a direct to traveller brand
There’s pricing power and an increased share of revenue if you can attract direct bookings, but the problem for many operators is keeping the marketing going with enough quality content.Â
With us as your partners in Italy, you’ll no longer have the problem of wondering what to post next.
- Cinematic lifestyle videos for websites, YouTube, PR, and other online promotion.
- Capturing of a content library on site, with occasional visits to refresh and capture new events and seasons.
- Ongoing production of reels and other media to keep your posting calendar full of cinematic content using the latest strategies that work.
Advantages of direct to guest marketing
Taking control of your marketing strategy empowers you in a number of ways:
- You can reach a wider audience regardless of your location. Agents and online booking agents limit your reach to those searching in your area.
- Build virtual relationships with your potential and past guests, enhancing loyalty and conversions.
- Convey more effectively what is truly unique about your experience.
- Attract more direct bookings, meaning less fees paid to booking platforms and less competing on price.
Next steps
- Want to chat about how we can help you? Just get in touch.
- Do you need some photography or video content for your property to help you stand out? Let's chat.
- Happy going it alone? - Complimenti! Why not sign up to the Italian Property Insider newsletter where we discuss lots of things about property and independent hospitality in Italy.
A little about us
Some common questions
What size property do you specialise in?
We are happy to help with big or small, from micro resorts to studio apartments in a centro storico. Naturally, differently sized properties and businesses require a different approach. A beautiful website and marketing campaign might not be necessary for a small centro storico apartment that does just fine on AirBNB. Whether you need a little help or a lot, just get in touch, and we come up with a plan to help you.
Where do you work?
We are based in Le Marche and can work in most of Central Italy easily, including in Tuscany, Umbria, Emilia Romagna, and Abruzzo. We are happy to work anywhere in Italy, but some areas might cost a little more because of travel.
I just need some photos or video, can you help?
Yes of course. If you need an update of your online photos or a media set to launch your own marketing campaign, we can help. Professional photos boost bookings. It’s remarkable how many hosts don’t bother in Italy, despite many studies proving listings with professional media make more money. It’s an easy way to stand out. If you need help with yours, just get in touch.
