Through PTG Consulting’s branded service, The Calliope Collective, the team quickly identified that they needed to increase awareness of the property, what they have to offer, and the experiences available to guests. The action plan included creating an awareness in the US market, increasing visibility in the luxury travel advisor community, representing the property during in-person regional sales calls and training the property reservations team on leisure sales. Because the markets on which the hotel had historically focused were more price conscious and lower rated, the hotel sales team needed assistance breaking into the luxury travel advisor community as well as the US and UK Markets. The Calliope Collective team provided assistance and guidance with a number of programs such as: Virtuoso, SELECT, Frosch, Serandipians, AMEX FHR, Hotel Collection, Fine Hotels & Resorts, New destination management companies such as Celebrated Experiences and Luxury Leisure operators throughout the UK. Participation in these programs and working with these companies increased the resort’s visibility and as a result, interest in Castelfalfi increased. The Calliope Collective team not only helped refocus the property team’s direction, they also educated the team on how to identify and join programs appropriate for a 5-star location. They set appointments and traveled with the hotel staff to make sales calls, opening many doors to the hotel team, especially in the United States.