Increase your Reach. Fill Your calendar. BUIld an online community that converts.

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What This Means For You

✓ Reduce reliance on Airbnb & Booking.com - with clients achieving 50%+ direct bookings within 6-12 months
✓ Stop losing 15-18% per booking in commission - and keep all of the revenue you’ve worked hard to generate
✓ Fill your calendar with consistent, owned demand - not last-minute platform dependency
✓ Attract higher-value guests who book with intent - not price-shop across listings
✓ Increase profit per booking by up to 20%+ through stronger positioning and direct bookings
✓ Get your stay seen by 100K–500K+ people per video - reaching a global, booking-ready audience

How We Do It


By showcasing what makes your stay so unique.
And by creating content that connects with the viewer, before someone even books.

Not by chasing vanity metrics, but by positioning each stay as a destination.

(AKA The Direct Booking Blueprint)

Screenshot of a smartphone displaying a social media analytics dashboard, showing various metrics and tools for content management.

Turning this posts views into bookings:

Hello, I’m Annabel…

Bothy Eleven Marketing began with a simple idea: premium stays deserve to be seen online properly & to keep family run businesses ALIVE

For me, this didn’t start as an agency - it started much closer to home.

Our family lodges here in Scotland originally relied almost entirely on third-party booking platforms or word of mouth. Like so many others, we were losing a significant percentage of every booking in commission, with very little control over demand, pricing, or who we were attracting.

So I started experimenting with social media for the lodges - not to go viral, but to tell the story of the place properly.

What happened next changed everything.

By using what I now call the Direct Booking Blueprint , we were able to shift from platform dependency to a well booked, direct booking led business - building demand through organic social media alone. It went from 0% direct bookings to 50% in one year and a huge increase in occupancy.

That experience became the foundation of Bothy Eleven.

Today, I run Bothy Eleven Marketing alongside a small, dedicated team - combining years spent exploring, working, and storytelling across Scotland into a service that helps premium UK stays grow online.

We work with property portfolio’s of premium castles, cabins, cottages, lodges and bothies - helping them attract the right guests and build steady, meaningful demand through social media.

Not by chasing vanity metrics, but by positioning each stay as a destination.
By showing what makes it special.
And by creating content that connects before someone ever books.

Our work is grounded in care.

Care for the land.
Care for local communities.
And care for the people behind the businesses we work with.

Because your brand deserves to keep the value it creates - not give it away in Airbnb commission. And good marketing doesn’t just fill calendars, it builds trust long before someone arrives.


Rooted in Scotland.
Marketing worldwide.

Apply to work with us

HIGH-PERFORMING CONTENT

Content That Drives Bookings

Social media follower count showing 15,414 followers, a 67.7% increase compared to September 17.
A digital dashboard displaying a banner titled 'Professional dashboard' with a green arrow indicating growth and showing 3.0 million views in the last 30 days.

The Direct Booking BluePrint

Your All-In-One MARKETING Partner

No more ghosting your own social media.

Increase you property direct bookings - without relying on OTA’s.

  • -Let’ turn your social media into a consistent, revenue-driving system.

  • -Attract high-intent guests - not just followers and likes.

  • -Show up professionally and consistently - without you doing any of the work yourself.

  • -Remove the guesswork.

  • -Convert visibility into enquiries and bookings.

If you own a premium property or portfolio of stays, this partnership keeps your brand visible, consistent, and bookable - without relying on third party websites with heavy commissions.

our approach

We don’t believe in reactive marketing or one-off tactics.
Everything we do is built on a structured, five-stage system designed to create consistent demand and long-term growth.

Each stage builds on the next, ensuring your brand is not only visible, but positioned, trusted, and chosen.

  • 01. Foundation

    We start by understanding your business, your audience, and where your current opportunities lie. This allows us to position your stay clearly, so you are no longer competing on price or availability, but on experience and desirability.

  • 02. Demand Creation

    We develop a content that attracts the right audience, not just attention. Every piece of content is designed to build interest, shape perception, and create demand.

  • 03. Content Execution

    We translate strategy into consistent, high-quality content that reflects the standard of your stay. This is where your brand becomes recognisable, cohesive, and aligned with a premium guest experience.

  • 04. Distribution & Visibility

    We ensure your content is seen by the right people through platform optimisation, discoverability, and consistent delivery. This expands your reach beyond your current audience and brings in new, high-intent guests.

  • 05. Conversion

    Finally, we focus on turning visibility into bookings. By refining how users move from social media to your website, we create a smoother path from interest to enquiry to confirmed stay.

  • The Result

    Increased direct bookings and increased revenue.

VISUAL STORYTELLING WITH REAL RESULTS

Let the results do the talking:

Screenshot of a mobile app displaying Instagram reel insights, including views, accounts reached, watch time, and viewer engagement statistics.
Screenshot of Instagram Reels insights showing total views, watch time, profile activity, and view trends over time.
Screenshots of social media analytics showing follower growth over 30 days, with a total of 15,254 followers and a 59.7% increase from September 11 to October 11.
Screenshot of a professional social media dashboard on a smartphone, showing insights like high-performing post, views, interactions, new followers, shared content, ad insights, and tools like monthly recap, best practices, inspiration, ad tools, trial reels, and branded content.

THE RESULTS

This is a real client example demonstrating what happens when social media is used strategically. By driving demand through content and converting it through their website, they have reduced reliance on platforms like Airbnb and Booking.com, increased profits by over 20% per booking, and built a more controlled, higher-margin booking system. We started working together in 2024 and immediately saw results.

THE SHIFT FROM AGENT BOOKINGS TO DIRECT WEBSITE BOOKINGS

From 0% to 70% of bookings coming directly through the website funnelled by social media

THE IMPACT IN NUMBERS

2025

  • 56% of all bookings came directly through the website
    A major shift away from agent reliance, driven by consistent social media visibility and demand generation.

  • Direct bookings increased significantly across all properties
    Guests increasingly discovered the stays through social media, then returned via search or direct traffic to book.

  • Higher-margin bookings became the new normal
    By shifting demand away from OTAs and agents, the business gained greater control and stronger profitability per stay.

2026

  • 18% revenue increase compared to April 2025
    Momentum has continued into 2026, with direct booking demand already outperforming the previous year.

  • One cottage saw a 60% increase in revenue
    Increased visibility and consistent social media storytelling drove significantly stronger booking performance.

  • Direct website demand continues to grow year-on-year
    Social media is no longer just supporting the business, it is actively driving bookings, enquiries, and repeat demand.

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LET’S MAKE IT HAPPEN

Apply to work with us! Fill out the application form and we will review your submission to best suit your needs. We only accept 2 new clients a month so make yours stand out.