The property (fictional)
- TypeVilla collection with shared pool, gardens and events lawn
- LocationHills above Lagos, Algarve
- Units9 villas (2–4 bedrooms)
- AssetsProfessional photo library, 180+ reviews (4.8★), direct-booking website
- Current mix~75% of bookings via booking sites at 15–18% commission
What's working
- The product is not the problem: excellent reviews, strong photography, a functioning direct-booking website, and repeat guests who already book direct.
- July and August sell out regardless of channel. Peak demand exists and is proven.
Where demand is leaking
- Social presence far below property quality. Sporadic posting, no consistent format, no call-to-action pointing at the direct site. The accounts describe the property; they don't sell stays.
- Reviews trapped on booking-site pages. 180+ pieces of persuasive guest proof, none of it repurposed into content or landing pages the property controls.
- No owned audience. Past guests leave with no email capture and no reason to return direct. The booking site keeps the relationship the property paid to create.
- Shoulder-season silence. Nothing is built in January–March to sell May, June, September and October, which is where the biggest money is being lost.
What 90 days would target
Days 1–30: foundation
Audit and positioning; content system built from the existing photo library and reviews; guest-content capture checklist for on-site staff; email capture wired into the direct site.
Days 31–60: demand build
Consistent publishing against a calendar; review-led content formats; first email nurture journey to past guests; enquiry-routing procedures so no direct enquiry goes stale.
Days 61–90: seasonal campaign
A focused shoulder-season campaign pointing every asset at direct availability; first monthly commercial report: enquiries, subscribers, direct-booking share against baseline.
What would be measured
- Direct enquiries (form, email, WhatsApp) per month against the pre-programme baseline.
- Email subscribers captured, and repeat/referral bookings attributed to owned channels.
- Direct-booking share of total bookings, tracked monthly. Reported honestly, never guaranteed.
This demonstration exists so you can judge the quality of thinking before any conversation. A real analysis is built from your actual accounts, reviews, website and seasonal data, and it takes a specific commercial gap seriously, not a template. Results are never guaranteed; anyone promising occupancy is guessing.