Marketing that fills your luxury stay

Bespoke Social Media Services for premium stays

We’re Bothy Eleven Marketing - we help premium stays stop losing revenue to OTAs, build their own demand, and convert it into direct bookings.

What We Do

You’ve built a beautiful stay.
You care about the experience.
You’ve invested time, money, and energy into getting it right.

But right now…

  • You’re losing 15–18% of every booking to Airbnb & Booking.com

  • You’re relying on platforms you don’t control to fill your calendar

  • You know social media matters - but you don’t have the time, strategy, or desire to run it properly.

And even if bookings are coming in…
You know they could be more profitable, more consistent, and fully yours.

That’s where we come in.

Black and white illustration of a symmetrical wrought iron gate with decorative elements.

We drive direct booking demand through social media

So you’re no longer dependent on OTAs - with clients typically achieving 50%+ direct bookings within 6–12 months.

We position your stay as a brand, not just a listing

So you attract higher-value guests, not price shoppers - increasing profit per booking by up to 20%+ through perception alone.

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Comparison of three views from different rooms in the Scottish Highlands. The first shows a bedroom view of greenery, trees, and mountains through a window. The second shows a landscape with trees, grass, and mountains, with a main focus on a clear sky. The third shows a cozy living room with large windows, curtains, armchairs, a fireplace, and a red carpet.
Social media analytics showing 15,414 followers, increased by 67.7% compared to September 17.

We manage your entire social media presence, end-to-end

From filming to posting - so you don’t have to think about it - delivering content that consistently reaches 100K–500K+ views and drives real booking intent.


You don’t need to become a marketer.
You don’t need to figure this out yourself.
And you definitely don’t need to keep giving away your margin.

Text on a dark background reading 'Professional dashboard' with a green arrow and text indicating 3 million views in the last 30 days.
White line drawing of a house with a pitched roof, chimneys, and windows on a black background.

OUR PACKAGES

Screenshot of a mobile app showing a professional social media dashboard with insights on a high-performing post, including views, interactions, new followers, shared content, and tools like monthly recap, best practices, inspiration, ad tools, trial reels, and branded content.

The Highland Signal

Hand over your socials & allow us to handle the rest.

This is an end to end high touch, fully managed social media partnership for stays ready to drive demand and direct bookings.

The Digital Crofter

A streamlined service designed to turn your existing content into consistent booking demand.

Mobile phone screen showing social media follower analytics for the last 30 days, with a total of 15,254 followers and a 59.7% increase since September 11.

The COmpass

A one-off social media strategy session ready for you to implement straight away.

Results our work is designed to achieve…

A graphic showing a total of 2,515,845 views with 0.9% followers and 99.1% non-followers, displayed in a semicircular chart with blue and purple sections.
Screenshot of Instagram post insights showing 2,521,970 views, with a pie chart indicating most viewers are non-followers, and top sources of views from Explore and Feed.
Graph showing views over time from September 21 to October 12, with a rising purple line representing this post's views, reaching nearly 3 million, and a dotted gray line indicating typical post views.
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results

  • Real Estate Social Media Journey

    We partnered with Rettie & Co over a 6-month period to deliver a full-scale social media uplift across strategy, training, and execution.

    Our work spanned everything from overarching platform strategy to on-site training with branch teams, alongside hands-on management of selected social accounts.

    We worked across multiple brand accounts on Instagram and TikTok, aligning messaging, improving content quality, and building confidence in organic social media at a local level.

    Within just 30 days of implementation, visibility surged and performance accelerated across both TikTok and Instagram:

    TikTok Performance

    • 114.5K views(+7,533%)

    • 126K views on top-performing post (+425%)

    • 3,525 profile views(+0.77%)

    Instagram Performance

    • 20.2K views(+1,918%)

    • 136.1K dashboard views(+78%)

    • Post views up +35%

    • Follower growth up to +14.8%

    All profiles experienced steady, sustained follower growth, with clear increases in reach, engagement, and profile actions - demonstrating the impact of a joined-up strategy that combines training, structure, and high-performing organic content.

  • We grew this brand from 0 to 16.5K engaged followers completely organically.

    Over a period of 3 months, we turned consistent content into millions of eyes:

    • Viral carousel = 2.5 million views

    • Reels hit 525K and 133K views

    • Over 3 million dashboard views total

    • Digital product launch sale soared

    Proof that intentional storytelling = exponential reach.

  • We continue to work with Kinlochewe Lodges, as a long term client, delivering a consistent, authentic, emotional & storytelling led, social media strategy focused on increasing visibility, building brand trust, and driving direct bookings - without relying on paid ads.

    Results:

    • 50% booking increase from 2024 to 2025

    • 100’s of direct website bookings across 3 lodges in Scottish Highlands

    Significant month on month growth in organic traffic and conversions

    Viral content traction:

    • 554K views

    • 134K views

    • 125K views

    By combining SEO informed content, consistent posting, and platform native storytelling, we transformed social media into a reliable demand engine - increasing visibility, building trust at scale, and delivering measurable direct revenue for the business.

  • We work with Outfield Farm Cabins & Cottages on an ongoing basis to grow visibility, engagement, and direct booking demand through organic social media.

    On Instagram, consistent, strategic content drove strong momentum:

    • Follower growth of +28.5%

    • 80.3K dashboard views over a period of 30 days

    • Profile activity up +209.8%

    TikTok was built entirely from scratch by us and quickly became a major driver of reach and demand. Through high performing, platform native content, multiple videos achieved viral traction:

    • 390.8K views

    • 179.1K views

    • 121.1K views

    One viral video alone generated 389.4K views and 1,000 new followers, triggering a significant spike in enquiries and bookings.

    The result is a fast-growing social presence that actively converts attention into real commercial impact.

W.B - The Highland signal

“Annabel has been instrumental to the growth of our business since the launch of our social media channels. Before, we had no online presence at all, no website no social media not even a pin on google, now the online efforts have seen a 50% increase in new bookings for all 3 of our lodges in the North West Highlands.

By driving direct bookings, she has significantly boosted revenue and given us greater control.

Her social media expertise and deep understanding of both rural Scotland and current trends have been key to driving traffic and visibility. Annabel’s clear, collaborative approach makes her a highly valued partner, and we would recommend her to any business looking to grow online.”

A.R - the digital crofter

“Annabel has a comprehensive knowledge and deep understanding of rural Scotland , and- importantly - a tremendous love of the outdoors . As such , it is without hesitation that I recommend Annabel as someone who is a good listener and can produce a specially tailored social media promotion for businesses rooted in the countryside .

She has a particular skill in producing short videos of the highest calibre. Annabel produced a first class product for my business , and it took less than a week to film , edit and deliver . I’m thrilled with it.”

E.H - the compass

“Annabel's advice with my social media strategy was clear, insightful and expertly tailored to my target audience.

I saw immediate growth in engagement and reach, and I'm so grateful for her guidance. Many thanks Annabel!”

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