Casa Alma
Boutique Stay - Valencia, Spain
Brand identity · Marketing strategy · Guest experience design
A self-initiated passion project, built to show how I think when I get to make every decision.
The Context
Casa Alma is a boutique apartment in Valencia, sun-warmed and quiet, five minutes from the beach. It was already full of character, but it had no brand to match it and no plan for getting the right guests to find it.
So I set myself two jobs: an identity as good as the interiors, and a plan that would bring in the kind of traveler who’d love the place, and fill the months that would otherwise sit empty.
Brand Identity
In this project, Alma Sanchez designed the interior herself. She’s a potter, and the apartment is full of her own work, including the large vase that gave her the idea to open the place to guests in the first place.
I drew that vase by hand and made it the icon inside the logo. The colours come from her glazes.
Who I designed for: The ideal guest here is someone who loves good design and would rather skip the usual four-star chain hotel. They often work remotely too, so they want a fully equipped apartment that works as a base for a few weeks.
Content Strategy
Where guests find Casa Alma: People looking for this kind of property are visual. They want to see beautiful photos and social proof. Instagram is where they mostly find it, followed by Pinterest.
The content plan: The priority was a fully optimized Instagram profile and a clear content calendar, so Alma always knows what to post, plus a plan for answering comments and messages. I identified four content pillars: Valencia tips (50%), sales (20%), Alma and the apartment (20%) and guest stories (10%).
Booking Strategy
Turning guests into repeat guests: To depend less on booking sites like Airbnb, I designed a simple direct booking page and linked it from every social profile. A follow-up email two days after checkout offers a discount for booking direct next time. And a partnership with the café down the road would bring in referrals no ad budget can buy.
Earning more from every stay: Alma runs ceramics classes at her studio, so I made them part of the stay, an experience no other Valencia apartment could offer. Then I designed the invitation that puts it in front of guests when they arrive. I also designed a breakfast offer made with fresh Valencian ingredients, which guests can book in advance and enjoy on the apartment’s terrace.
Filling the quiet months: Rather than discounting November to February, which would teach guests the high season was overpriced, I repositioned those months as a calm winter escape for travelers from central and northern Europe and for remote workers, promoted on Instagram and in a newsletter. Extra content showing Valencia as a go-to winter destination supports the campaign.
