The editorial
side of the studio.
Folio is where we think out loud about craft, conversion, and what they owe each otherne dispatch a month, no filler, no hot takes without a call sheet.
- Conversion · Apr 202610 min read
The boutique hotel direct booking benchmark.
What a healthy direct share actually looks like — and how the best independents build the mix that gets them there.
Read the piece → - Conversion · May 202610 min read
Hotel marketing metrics that actually matter.
The short list of numbers a boutique operator should watch — and the vanity metrics quietly wasting the meeting.
Read the piece → - Conversion · May 202612 min read
Will guests find your hotel in ChatGPT? A guide to AI search visibility.
Travelers now ask an AI where to stay — and the AI decides. How boutique properties get found, trusted, and recommended across ChatGPT, Perplexity, Gemini, and Google AI.
Read the piece → - Conversion · JUN 202610 min read
The boutique hotel marketing budget: what to spend, and where.
Real benchmarks by stage, an allocation framework, and three example budgets — anchored to cost of acquisition, not a percentage.
Read the piece → - Both · Mar 20269 min read
What DTC founders can learn from boutique hotels about loyalty.
Every repeat visit is a referendum on the experience. Hospitality has priced this into the model for a century.
Read the piece → - Craft · Jan 20268 min read
On-brand photography is a production problem, not a styling one.
Notes from three shoots that almost went sideways, and the call sheets that saved them.
Read the piece → - Craft · Oct 20256 min read
Hospitality websites are decision tools, not brochures — design accordingly.
The room grid, the rate module, the map. Everything else is either helping the booking or getting in its way.
Read the piece →
One dispatch a month.
On craft, conversion, and what they owe each other. No filler, no forwarded threads, no growth-hacking gospel.