Xanli
Case Study
2025
Building a Luxury Brand Ecosystem, Not a Cabin Rental
Industry
High End Resort
Executive Summary
XANLI was conceived as a premium cabin concept in a highly saturated short-term rental market. The challenge was not visibility it was differentiation. Most competitors competed on price, amenities, or location. XANLI needed to compete on brand, experience, and perceived value.
The objective was to create a luxury brand ecosystem that would command higher nightly rates, attract a design-conscious clientele, and position the business for long-term scalability not just short-term bookings.
The Business Challenge
The short-term rental industry is overcrowded with properties that look and feel interchangeable. Despite strong demand for nature-based luxury stays, most cabins fail to convert premium buyers because they lack
Clear brand positioning
Emotional differentiation
A cohesive guest journey
A premium digital presence
For XANLI, the risk was entering the market as “just another cabin”—competing on discounts instead of value.
My Role
Lead Brand, Product & Experience Strategist
I led the project from concept to execution, overseeing:
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Brand positioning and market strategy
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Naming and brand architecture
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Visual identity and creative direction
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UI/UX and digital experience design
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Architectural and experiential storytelling
Every decision was driven by business logic,
not aesthetics alone.
Key Outcomes & Performance Metrics
Increased Perceived Value
+30–45% higher perceived nightly value compared to nearby comparable cabins
Enabled premium positioning without relying on discounts or promotions
Result: Guests evaluated XANLI as a luxury experience,
not a commodity stay.
