Kollective

Kollective was founded in Athens in 2011 by Lynn Patchett and Paul Davies, and it has kept its focus on hospitality since. The agency works with boutique and independent hotels and resorts, typically properties in the 20 to 150 room range, rather than large chains. Patchett brings digital strategy experience specific to hospitality and tourism, while Davies leads the design department that shapes each property's site and visual presence.

Work centers on custom hotel websites built around how guests actually book, paired with campaigns structured around demand, seasonality, and cost efficiency rather than flat, always-on spend. SEO strategy spans both traditional search rankings and AI-driven discovery, with structured, well-optimised content treated as the foundation for visibility in either. Kollective consolidates analytics, search, paid media, and reviews into a single dashboard, and manages performance marketing across a hotel's key source markets year-round rather than in seasonal bursts.

Client work includes Eliamos, supported from pre-launch through its first years of operation, and Zélia, where Kollective handled PR amplification and social growth through its launch phase. Ongoing support for hotel clients covers paid search, paid social, SEO, and AI visibility as connected parts of one digital presence. The agency also runs the Boutique Hotel AI Index, an ongoing research project tracking how independent properties surface in AI-driven search and recommendation tools.