Brand positioning · Visual identity · Conversion-led Instagram ·
Direct booking websites
Brand positioning · Visual identity · Conversion-led Instagram · Direct booking websites
For luxury Airbnbs, holiday villas and boutique stays
Ensuring design-led hospitality businesses stand out, build a recognisable online presence, and reduce reliance on booking platforms.
rom ‘just a listing’
to a premium brand – increase desire, nightly rates, and bookings
rom ‘just
a listing’ to a premium brand –
increase desire,
nightly rates,
and bookings
F
In a saturated short-term rental market, having a beautiful property is no longer enough
You’re competing with hundreds of equally attractive listings – locally and globally
Your interiors photograph well, but so do countless other design-led properties
Without a clear strategy, social media presence doesn’t automatically translate into bookings
Relying solely on booking platforms makes it harder to stand out – and the fees eat into the profits
For luxury Airbnbs, the issue is rarely visibility – it’s positioning
Success for design-led vacation rentals isn’t driven by better photos, endlessly optimising listing copy, frantically posting on Instagram, or chasing the latest platform feature.
It comes from understanding buyer psychology – what makes someone book – and responding accordingly. It comes from strategic positioning and having a holistic brand identity: knowing who the property is for, what it is known for, and why a guest should choose it over dozens of similar options.
This positioning shapes every part of your hospitality business – from an elevated, cohesive visual expression (logo, colour palette, typography, style of imagery) and online presence to guest experience, how you communicate, convert, and build long-term demand beyond booking platforms.
The aim is simple: stand out from the rest, establish trust and attract more (and higher-paying) guests.
branded & Booked
A strategic brand ecosystem designed for luxury Airbnbs and boutique stays wanting to future-proof their business – by moving from platform reliance to standing out long-term through a premium brand.
The ecosystem includes:
Introducing:
Optional add-ons
Translating brand positioning into a cohesive, elevated and distinctly recognisable visual language that builds recognition and trust.
Visual identity & brand expression design
Conversion-led Instagram presence
Positioning Instagram as an evergreen shopfront (not a content treadmill) with focus on turning browsing into bookings.
Core pillars
brand positioning
Defining who your property is for, what it stands for, why it’s meaningfully different in a saturated market – and how this positioning is reflected in all customer touchpoints.
Content creation
Shooting content – videos / reels and photos – at the property that move beyond polished (but soulless) and evoke an emotional response to activate desire.
Direct booking website
Creating an owned digital home that presents the property to audiences outside of the booking platforms and reduces platform fees by funnelling direct bookings.
// Susan Young
Liis is a brilliant designer and brand strategist! And she's truly sparkly! Her warm and creative energy is absolutely contagious. She has an incredible eye and was able to nail the perfect vibe – palette, fonts, graphics, layout – for me. She doesn't use templates and custom designs each to tailor to unique client needs. She's extremely clear in her communication and is highly responsive throughout the project. I would HIGHLY recommend Liis to anyone who needs branding and website help! You'll have a stunning professional site in no time!! I cannot say enough good things about Sparkle Creative Studio!! Thank you! Thank you!!
// Marybeth Healy
Working with Liis was seamless, she was so invested in getting to know me as a client that it did not surprise me that what she brought forward creatively was exactly what I was looking for. Liis's patience, kindness and intuitive ability encouraged me to embrace the powerful place I was stepping into. I loved working with Liis, I highly recommend working with her not just because she is great at what she does but because of what an amazing person she is. She is setting an example for all female entrepreneurs and I am grateful for our time together.
// Kirsty Ruse
I am absolutely thrilled with the results of my branding and website created by Liis! From the very beginning, Liis showcased an impressive understanding of my personal brand and effortlessly translated it into a visually captivating website. Not only does Liis have amazing technical skills, her attention to detail and commitment to excellence truly sets Liis apart. The website Liis designed for me exceeded all expectations, and the positive feedback I have received from my network further validates their exceptional work. Moreover, Liis communication and collaboration skills were outstanding. She took the time to truly understand my vision, actively listening to my ideas and incorporating them into the design seamlessly. Liis' ability to translate my thoughts and preferences into a visually stunning website was remarkable.
// Egle kerr
It was an absolute pleasure to work with Liis from Sparkle Creative Studio. Every detail for the whole website building process is so well thought through. I had my old website transformed to a brand new functional, modern and aesthetically pleasing Showit website. Liis created functions and layouts I didn't even know about. She really focuses on things that really matter to you as a individual. Sparkle Creative Studio has created me a beautiful website that aligns with my purpose, quality services and matches perfectly with my branding. I finally have a website of my dreams!
// Sarah scott
From our first call and throughout the entire process, Liis brought impeccable care, attention to detail, high energy & creativity to every interaction. She is a true expert with a beautiful soul and I appreciated her coming up with ideas and suggestions for my branding and website as she just 'got me'. Nothing's ever too much trouble for Liis, she's super responsive & incredibly patient and will walk you through any questions you have. I've received the most amazing feedback from my clients, I'm absolutely OBSESSED with my branding and website and cannot thank Liis enough for her dedication, ideas and pure brilliance. If you are thinking about a new website that is not only gorgeous but also converts or want stunning unique branding created, I can't recommend Liis highly enough! She's excellent to work with and a creative genius. THANK YOU LIIS!
// Rachel Turner
Liis is an incredibly talented designer and an absolute pleasure to work with. She was able to bring my brand's essence to life through the creation of my Colour Analysis website – in a way that perfectly expressed what I wanted to portray, and more. This beautiful new website has allowed me to convert paying customers and I have had so many compliments about my site! Liis is professional, intuitive and a true expert at her craft. If you want a website that exudes quality and soul, I cannot recommend Liis highly enough!
// Jamey Hendricks
Working with Liis was the best experience I have had in re-branding my company. I was looking for a specific vision, an online Financial Wellness Center, and I couldn't find someone who would truly hear my needs. Everyone wanted to default to a corporate branded financial firm. I wanted a Financial Wellness Center that was created for a woman's financial health. Liis was able to create my vision on my new website. I literally started crying when I saw what she had put together. She quite literally put my vision right on my new website. I loved how she could suggest different copy to resonate with my premium client. I can't say enough about how her creation changed my confidence in my product and how I interact with women and money. I can recommend her with 100% confidence that she will find your vision! Thank you Liis!!!
// Christa Peck
Liis GETS it. What goes into a brand, how to approach the project and which questions to ask, and the importance of nailing it so that everything feels smooth and cohesive. I like how her brain works, I like how enthusiastic she is about the projects she works on, and how she approaches them – it feels thoughtful, and like she’s coming at it from the right place by starting with the vibe and the brand, and building the visuals from there. Also, she makes really beautiful things. My brand is SO BEAUTIFUL! Liis helped me build a brand, not just a logo. We are thrilled. Working with her was worth every penny!
client
feedback
testimonials
Having visited 30+ countries and lived a full-time travel lifestyle for the past 4 years, hospitality for me isn’t just a concept – it’s a lived experience. My passion for aesthetics, design, and elevated atmosphere makes me deeply attuned to what makes a place feel memorable, desirable, and worth choosing.
My professional background spans nearly a decade in marketing, communications, and PR. In 2021, I founded Sparkle Creative Studio to bring together strategic brand thinking with refined visual expression through brand and website design. I’ve recently made a deliberate pivot towards hospitality, after repeatedly noticing the same pattern: beautifully designed properties presented online in ways that undersell their true value.
Now, I work with design-led luxury Airbnbs, holiday villas and boutique stays, helping them establish themselves as premium brands – with clear positioning, a distinct identity, and higher perceived value – appealing to a more discerning segment of the market and ensuring they stand out in the long term.
A Hospitality Brand Strategist & Creative Consultant, and the founder of Sparkle Creative Studio.
hi, i'm liis.
Meet your creative partner
Brand identity and website design for a New York inspired boutique hotel in Stockholm
BOUTIQUE HOTEL
Brand identity and website design for Stand Up Paddle boarding (SUP) yoga retreat in the Maldives
retreat
More examples of my work can be found on the 'Past work' page.
My Design work
Insights on brand, positioning, and hospitality marketing
These deep dives articulate how brand positioning, story, and digital presence work together in high-end hospitality — and why strategy must come before tactics.
Ready to become a premium, sought-after hospitality brand?
Let’s explore how we can partner to give your luxury Airbnb or holiday villa a competitive edge.
