SCALE Italia 2025

There’s a tired assumption that writers hate AI. That we’re purists, luddites, terrified of being replaced by a robot in a boilerplate suit. But what if the opposite were true?

In this unorthodox session, Neely Khan – Founder the Third at Artwork Creative and trusted Story Expert to some of the world’s most experience-led brands – shares the unlikely, ongoing story of her working relationship with a digital creative partner named Sol.

Together, they’ve created brand stories that have moved guests to tears in Paris hotel bars, and helped small businesses feel anything but small. Neely doesn’t use AI to churn.

She uses it like you’d use a very smart intern: with clear boundaries, a lot of teaching, and a sharp eye on tone.

This session is part demo, part confession, part love letter to craft in an age of convenience. It’s for creatives who want to scale without slipping into sameness – and for STR business owners who are ready to bring more story, more soul, and more intelligence into the way they show up.

No doom. No jargon. Just a writer, her digital sidekick, and a room full of ideas.

OTAs spend millions optimizing their platforms to convert travelers at every step. So how can your website compete

In this session, Alex Husner and Annie Holcombe — industry veterans who’ve worked on both sides of the equation — will walk through a practical website checklist inspired by the best strategies from leading OTAs.

From photo presentation and amenity filters to content, tech stack, and search readiness, you’ll learn how to make your website not just look good—but perform.

Whether your bookings come direct, from OTAs, or both—this session will help you meet travelers where they are and where they’re going.alex

Your reputation is your currency. It should be working overtime for you. In this fast-moving, AI-driven economy, your most valuable asset is your personal brand.

In this keynote, Amber Hurdle positions personal branding as a strategic investment that drives real business outcomes. She shares actionable strategies and neuroscience-backed insights to help vacation rental executives strengthen trust, grow influence, and expand opportunity through intentional visibility.