Louise Brace

SCALE

Head of Marketing

Bio

Louise Brace is an accomplished marketing strategist and copywriter with more than 20 years’ experience across the hospitality, events, and digital sectors.

At SCALE, she oversees brand and marketing strategy across a growing portfolio of country-specific events, a thriving online community, and a year-round masterclass series.

Her expertise lies in building bold, engaging brands and creating content that connects, informs, and converts.

Before joining SCALE, Louise worked as a freelance marketing consultant and agency founder, collaborating with leading names in the vacation rental space.

With a deep-rooted passion for travel and a creative mindset, Louise is known for her strategic thinking, collaborative spirit, and ability to turn vision into action.

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SCALE Community
Connect on the Community
Weekly STR news roundup

Wire Weekly: Global short-term rental & hospitality news

Airbnb finally tests loyalty benefits after seven years, Reserve Now Pay Later goes global, and Vrbo adds weather insurance. This week's headlines on the Wire Weekly spotlight the OTAs' intensifying battle for guest loyalty. What do these platform moves mean for property managers competing on direct bookings?
Wire Weekly short-term rentals news

Wire Weekly: Global short-term rental & hospitality news

This week's industry headlines spotlight a landmark EU court opinion that could reshape regulations across Europe, mounting challenges for direct bookings as OTAs gain ground, and regulatory adjustments in Ireland and Northern Ireland as governments balance tourism with housing pressures.
Weekly STR news roundup 30-01

Wire Weekly: Global short-term rental & hospitality news

From the Boardroom to the Boarding Gate. This week, short-term rental tech goes prime-time on The Apprentice, while GuestReady secures a major Spanish acquisition and legal battles brew in Turkey. Get the full breakdown of the headlines shaping the STR sector this week.
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Direct Bookings

Winning Direct Bookings: Visibility, trust & retention in short-term rentals


SCALE co-founder and Book Direct Show founder, Damian Sheridan is joined by Becky Ward – Simply Owners, Miles Hobson – Hospitable, and Craig Webb – Web Marketing for a practical session on how operators can grow direct bookings in 2025, without going ‘anti-OTA’.
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