FeelFree was at a pivotal moment in its evolution: Rentals needed to strengthen its premium positioning whilst STAYS had to break into a highly competitive and saturated urban market. The challenge was not simply to gain visibility, but to build a narrative capable of elevating the brand’s perception into lifestyle and aspirational territory, differentiating it from other operators and securing a presence in relevant media beyond a purely sector-specific sphere.
To transform an accommodation company into a meaningful media brand: positioning FeelFree Rentals as a premium lifestyle reference and introducing FeelFree STAYS as a differentiated proposition with its own identity in the boutique and urban segment.
The strategy was built around a clear principle: not to communicate product, but to build positioning. This involved linking the brand to the codes of the lifestyle world — design, interiors, experience and destination — whilst maintaining a parallel narrative of business credibility in corporate and financial media. For STAYS, a distinct narrative was developed, differentiated from Rentals, focused on efficient, sustainable and boutique urban accommodation.
FeelFree is a company with over two decades of experience specialising in the management of premium tourist accommodation. Through FeelFree Rentals, they manage more than 250 apartments and villas in San Sebastián and Baqueira, and in 2024 launched FeelFree STAYS, their line of boutique guesthouses and urban aparthotels. Their offering combines prime locations, carefully curated interiors, technology, sustainable management and an experience designed for the contemporary traveller.
