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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Wire Weekly: Global short-term rental & hospitality news

This week’s industry headlines point to continued consolidation, expansion and investment across both flexible accommodation and short-term rental technology platforms.
How Google’s Universal Commerce Protocol could rewrite hospitality bookings

From Search to Stay: How Google’s 'UCP' could rewrite hospitality bookings

SCALE 2026 Trends Report: The year the industry rewires itself

SCALE 2026 Trends Report: The year the industry rewires itself

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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