Caravella

I began with an external audit of everything visible about the business: digital footprint, competitor positioning, booking ecosystem, and brand perception. In parallel, I built a dedicated AI research system for the project — informing it of every relevant detail and treating it as a powerful but junior collaborator, requiring close supervision and critical oversight. The first priority was trust. Zenon needed to understand what was happening and why, in terms that made sense to him. I translated complex digital strategy into clear, accessible concepts — and secured his genuine buy-in before we changed anything. With alignment established, we executed a complete repositioning. We moved away from the undifferentiated budget market and built a new brand identity: "The Secret Garden" — honouring the property's heritage, its lush grounds, and the family's hospitality legacy. To drive direct bookings, I built a gated incentive library in WordPress, rewarding guests who booked direct with exclusive perks.