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.
Now I work with commercially minded hosts, property owners, and developers who understand that once interiors hit a certain standard, aesthetics alone stop being the differentiator. Through strategic positioning, distinct visual expression, and high-converting digital presence, I help luxury Airbnbs, holiday villas, and boutique stays establish themselves as premium brands on par with boutique hotels – increasing perceived value, desire, and the long-term sustainability of their business.
My approach
I don’t treat hospitality branding as a list of 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.
My strength lies in recognising patterns others miss and articulating a clear, cohesive direction for a brand. This means every decision – from visuals to Instagram to the website – is intentional and interlinked, ensuring a deeply holistic way of bringing a brand to life.
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 – not 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.
The 4 key elements of hospitality branding (and why they are interconnected)
Why Instagram doesn’t convert for most short-term rentals (and how to solve it)
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.
