A strategic brand partner for design-led hospitality businesses
Hi, I'm Liis.
A Hospitality Brand Strategist & Creative Consultant, and the founder of Sparkle Creative Studio.
Travel has always been a big part of my life. I’ve visited over 30 countries and lived out of my suitcase as a full-time traveller for the past 4 years.
Hospitality, to me, isn’t just about accommodation – it’s about atmosphere, the little details, and the overarching brand experience presented through all brand touchpoints. As someone with a deep appreciation of beauty and luxury environments, I pay attention to aesthetic coherence and notice subtle elements that make 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. 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.
Spaces built with care, vision, and investment – yet marketed as a commodity: reliant on booking platforms, treating Instagram as an afterthought, and lacking a clear identity and value proposition, despite operating at a level where differentiation and brand perception are what matter the most.
I now work with commercially- minded hosts, property owners, and developers who understand that in a saturated market flooded with stunning villas, aesthetics alone are no longer a differentiator.
Through strategic positioning, distinct visual expression, and conversion-led digital presence, I help luxury Airbnbs, holiday villas, and boutique stays establish themselves as premium brands on par with boutique hotels – increasing desire and demand, and building a long-term asset.
My approach
I don’t treat hospitality branding as a list of stand-alone tasks to execute. I work at the level of vision and direction – seeing how positioning, brand story, messaging, visual expression and digital presence all come together before anything is designed.
As someone who understands how perception is shaped and recognises patterns others miss, my strength lies in combining psychology, aesthetics, and strategy to articulate a clear, cohesive direction for a brand. This means every decision – from visuals to Instagram to the website – is intentional, interlinked, and working toward the same goal: a brand that is instantly recognisable, emotionally compelling, and built to convert.
Who this work is for
Commercially-minded hosts who see their vacation rental as a hospitality business – not a side-project
Design-led luxury Airbnbs, holiday villas, and boutique stays operating at a level where brand perception and differentiation matter
Clients who prioritise long-term strategy over short-term tactics and growth hacks
Property owners seeking a trusted strategic partner with expert execution, rather than DIY solutions
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.
