Guest communication was inconsistent: messages came from different places, branding wasn’t applied, and key info (check-in, access codes, policies, local tips) was shared chaotically. This caused confusion, extra support work, and missed chances to drive direct bookings.

Create a brand-led communication system + automated email flow with clear timing (welcome, pre-arrival, arrival, mid-stay, post-stay). Clear communication about direct-booking offers & loyalty program, a site pop-up, a Black Friday push, and light social support.

Email flow: welcome → pre-arrival → arrival → mid-stay → post-stay review/loyalty (branded templates, concise copy, tracked links).

Direct-booking program: “Book direct” messages across emails and site (discount + loyalty).

List growth: newsletter pop-up; clean tagging by property.

Campaigns: 2-week Black Friday offer via email + social.

Social media strategy: facilities, spaces, vibe; Stories for FAQs

Website content: neighbourhood guides and stay tips to strengthen brand authority and internal linking.

3 properties: 60 direct bookings (vs 28 last year).

2 properties: 104 direct bookings (vs 24 last year).

Email flows: ~50–60% open, up to ~15% click on welcome; lifecycle ~40% open.

Black Friday: 20+ direct bookings in week 1.

List growth: 200+ new subscribers in two weeks.