Karen Ayat Issa, LL.M.'s Linkedin Analytics

Last December, I’d stayed at Rosewood Villa Magna in Madrid. The stay was great as expected, no surprises there… But on returning home to Marbella I realized I’d misplaced my perfume during my stay. I reached out to the hotel a bit hopeful, but it couldn’t be found. I was a little sad but it wasn’t a big deal; a perfume isn’t too tough to replace after all. Fast forward to this week, as I checked in again while attending a luxury rental conference with my team…waiting for me at check-in was the exact same perfume I had lost, beautifully presented, along with other thoughtful, personalized details. It’s like I was hit by a jolt of hospitality. It was such a positive experience, because something so small was given SO much care. I really got a reminder of what hospitality actually is — not just service, but thoughtfulness, care, and attention to detail. You can rest assured I brought this story back with me to share with my wider team, and this is the benchmark we’re going to live up to. Thank you, Rosewood. We’re ever inspired.

Would you want to stay within the walls that once housed noble Florentine families? With Swish, now you can time travel. Welcome aboard, Villa Petrucci- our FIRST exclusive villa in Florence! 🏡🇮🇹✨ In a town that’s already enveloped by history, renowned architect Massimo Adario has bejeweled Florence further with Petrucci. Look how beautifully it echoes the grandeur of the Renaissance! 🛠 Crafted by over 70 artisans, blending Florentine tradition with modern luxury ✨ The only private villa in the heart of Florence, offering unmatched exclusivity 🏰 Unrivaled views of the Duomo—wake up to Florence’s most iconic landmark 🏡 Featured in AD Italia and AD France for its impeccable design and restoration 🌉 Steps away from Ponte Vecchio, yet a serene retreat with breathtaking views of the Arno River, Palazzo Vecchio, Santa Croce Basilica, and the rolling Tuscan hills 🚶‍♀️ Close to town and top amenities, making it the perfect base for exploration And because true luxury is effortless, the villa comes fully staffed with: ✔️ Daily housekeeping 👨‍🍳 A private chef 🚗 A dedicated driver 🛡 Manned security for complete peace of mind This is Florence at its finest, and luxury at its finest. Swipe through to see why Villa Petrucci is Swish-approved! ✨

In hospitality, how the customer feels is everything. That is the absolute truth- the single metric that’ll determine if your service was a success or not. And to ensure they’re feeling nothing but WOWED, we focus on some little things that leave the biggest impressions on our tenants. (Feel free to steal the Swish way! 😉✨) 🕓 Complimentary early check-in when possible (nothing says ‘welcome!’ like flexibility) 💧 Still & sparkling water in the fridge (hydration is key, especially in warm destinations) 🍸 A G&T set-up (Because why not?) 🥨 A selection of local delicacies/snacks (artisanal crisps, almonds, etc. so you can taste Marbella too!) ☕️ Premium coffee & tea (bonus points for Nespresso machines & premium teas?!) 📝 A handwritten welcome note (Because EVERYTHING should be personalized) 🕯️ Scents that set the mood soon as you arrive (something subtle to turn “vacation mode” ON) 🎻 Soft tunes playing on arrival (creating an ambiance that feels effortlessly chic) 👘 Plush slippers & robes (cause you can always be more cozy) We attack all senses. Cover all grounds. Ensure all comforts. Which of these sounds like your favourite??

True luxury isn’t about appearances. Most people think luxury rentals are about: ⚜️ Exuberant furniture and decor 📽️ Over-the-top amenities 🤑 Sky-high prices What they’re *actually* about: 💆🏻‍♀️ Flawless guest experiences ⭐️ Consistently high-quality servicing 🤝 Personalization and bespoke touches You can always put a price on aesthetics and materialistic value. But the truly priceless luxuries are the emotions you feel in company of loved ones. That’s all I ever want to give my customers. A sense of joy, ease and comfort.

We will no longer compete on price. I recently read a great newsletter about how CX (customer experience) is a bigger growth driver than pricing and product differentiation. It really set the scene for what I (still) want my business to focus on. Here’s the gist. In customer-facing businesses it’s very easy to assume that people’s buying behaviours are price-driven. That the biggest value comes from the smallest price tag. So, consumer brands often go into a frenzy of “seasonal reductions”, discounts and never-ending price wars. Not only is this the wrong approach, but also a very dangerous one. There’s no end to how low you can go. Instead, hold your ground and match your value to the price. It’s a much healthier long-term strategy. Because while competitive pricing is *one* of the growth drivers, it’s definitely not the *only* one. In my industry specially: 👉 Customers don’t have a problem with spending money. 🙅‍♀️ They have a problem with spending money that doesn’t match the perceived value. And such numbers prove it beyond doubt: - 86% of buyers are willing to pay more for a great CX - 74% of customers are likely to buy based on experience alone - 65% of customers find CX to be more influential than advertising I think we know where this is headed! If you’re looking for a gap to plug in your business and there’s nothing inherently wrong about your product or price, maybe the problem lies in the perceived value (the customer’s experience). Keeping all things constant, aim for a PERFECT customer experience, every time. If you do nothing else and just focus on getting the CX bit right, customers will keep coming back — and they’ll bring more people with them each time. I can personally swear by this.

Big Changes in Short-Term Rental Laws: What You Need to Know! Lately, we've been getting a lot of questions from owners and industry peers about the latest changes in short-term rental regulations. So, we decided to sit down and break it all down in a video at Swish with two experts: 🎤 Sebastián Sánchez-Stewart de Torres, real estate lawyer in Marbella 🎤 Alfredo Bloy-Dawson Spanish property marketing advisor Here are some key takeaways from our conversation: ✅ Tourist licenses must now be registered under the operator’s name, not the owner’s. ✅ For properties in a community of owners, getting a new short-term rental license requires not just the absence of a ban in the bylaws but also the express approval of the majority of owners. ✅ Owners must notify the authorities about both their own use of the property and rental periods. ✅ If an operator manages three or more properties within the same community, they will need to apply for a different type of license instead of a standard tourist license, and owners will no longer be allowed to use the property themselves. These changes will have a big impact on the luxury rental market, and at Swish Marbella, we’re committed to staying ahead so our clients and partners can navigate them smoothly. The full discussion can be watched here https://lnkd.in/d-hsRKcT ! 🎥✨

If there’s one quality I never want to lose as a leader, it’s the ability to listen. (and maybe my half-decent sense of humour…🙄) Very recently, a team member confided in me with something personal. Honestly, it was quite cathartic for me, as I imagine it must’ve been for them. The fact that someone felt comfortable enough to open up was really humbling and flattering at the same time. It reminded me of what’s important. Sure- on any average day, I spend time looking at KPIs, strategy decks or evaluating decisions. But a bigger calling of leadership is to be human and present. Sometimes- it’s about just being a friend. You don’t even have to give a solution- you just have to listen. We all need that sometimes. And as far as the team goes, you’ll all feel deeply connected, trusting of each other, and happy in the long run — even when the KPIs don’t look great! So whoever said listening was a real superpower for business success wasn’t lying. This is your sign to lend someone an ear today 😊

I might just be the worst friend ever. If you don’t live in my house, sit beside me at Swish, or happen to be a client or provider, chances are... you haven’t heard from me since 2020. Your messages? Archived automatically. And it’s not that I don’t care — I deeply do. But building something from the ground up consumes you in ways one can’t even anticipate. The endless to-do lists, the middle-of-the-night ideas, the constant problem-solving… It’s exhilarating, exhausting, and all-encompassing. It truly demands all-or-nothing. It shouldn’t, I wish it wouldn’t, but it does. So, to the friends who have stuck around despite my radio silence — a big, hearty, thank you. You’ve helped in ways you don’t know. And to those I’ve unintentionally neglected, I promise, it’s not personal. Let’s grab that coffee… in 2026? 😅

Everyone gets the same 24 hours. How then do some people manage to do it all? Running their business, staying fit, seeing friends, sleeping…? It’s not about *having* more time, it’s about organizing the time you have. Took me 5 years of running a business to fully realise this. Today, I’m extremely regimented about my time (I have to be). Because if something doesn’t make it to my calendar, it’s not happening. Now, my brain’s conditioned to run on autopilot. I check my calendar, I execute, I move on. Gym? It’s there. Calls? There. Even rest has a time slot. If it’s not scheduled, it slips away, no matter how much I *intend* to do it. I know this probably sounds robotic to some people, but when you have twenty things pulling you in twenty different directions, you need structure. Priorities without slots are just fleeting thoughts. Get intentional, structure your time, and suddenly, everything will fit. I’d love to learn from you, how do you go about your day?

What happens to a startup when a “Day 1” employee leaves? The surprising truth: nothing. Often, what plagues the Founder’s mind is: “Did I fail to keep them happy?” “Are they joining a competitor?” “Can the business thrive without them?” “Will loyal clients leave and flock to that employee?” A lot of insecurity kicks in 🤔 It feels personal for the Founder- almost like a breach of trust. And although they might’ve had a big contribution in setting up your business, It’s worth remembering that: - You built this from the ground up - ⁠The business won’t wilt without them - ⁠Change is inevitable (but also healthy) - ⁠You built a great team once, you can do it again A situation like this might be just what you need to grow, regain control and step into the weeds again. Every transition is an opportunity to reset, refine and rebuild stronger. So if an important team member’s parted ways recently, have faith in yourself and the business. You’ve done it before, you’ll do it again. With or without 💪

This past week alone, we closed bookings for clients from Saudi Arabia, Mexico, Sweden, Estonia, and the UK, securing homes for Easter, summer, and even Christmas 2025!! 🥳 From 1-week getaways to 6-week stays, the appetite for exceptional properties and service remains high. Despite all the recent regulatory changes in the short-term rental space in Marbella. Most people are perceiving the regulations wrongly- the market isn’t shrinking. It’s just maturing. And this will be good news for serious operators, homeowners and travellers. Why? - These changes will bring greater professionalism, accountability and transparency - ie. a clear shift from quantity to quality! Swish is already seeing first-hand, how much stronger the confidence in Marbella’s luxury rental market is now. Behind the scenes, we’ve been busy not just ensuring we are fully compliant with the new regulations but actively working to raise the bar. We’ve been inspecting our homes, restocking and refining details, and collaborating closely with our property owners to make sure every villa we represent is in top form for the months ahead. The message is clear: the short-term rental market is here to stay, just with more structure and higher standards, which benefits everyone. For us at Swish, this is an opportunity to lead by example. We welcome this change. As we like to say at Swish, action is the antidote to uncertainty 💪💪

A 45-second crash course in creating world-class luxury rental experiences ✨ (From check-in to check-out) GO!👇 ✅ Proactive Comms: The property manager reaches out with all the key details. Location, check-in time, access codes, any special instructions. Before the customer even THINKS to ask. ✅ Concierge-Level Service: From airport transfers to stocked kitchens to catering assistance. Deliver what they need, and over-deliver on what they’ll like. Perfect service (and then some). ✅ Smart Tech & Seamless Access: Make everything so convenient all they spend energy on is enjoying. Keyless entry, smart home features, modernized systems. It should take no more than a touch. ✅ Local Insider Tips: Be invested in their experiences, as if you’re travelling with. They should love your city, not just the property. Share your tips on restaurants, hidden gems, city spots. And finally — perhaps most importantly — just be there for them. 24x7 😁 That peace of mind is what customers truly pay for. Did I miss anything? 😊