Our services
What they say about us
Discover what people and companies who have chosen us say about us. Their experiences tell the value of our work, every day.
P. Colamussi
Digital professionals who work hard, ranging from web marketing to the development of incredible web portals. Always available and ready to take on new challenges. I couldn't recommend them more!
R. Zampetti
I have been collaborating with the guys for about two years for the creation of graphics, brochures and, last but not least, for my company's new website.
Davide and the guys offer a 100% serious and professional service. They respect delivery times, know how to organize and tastefully modify the content provided, and offer complete assistance once the work is delivered. Competition is high in this market and I have worked with several agencies, but I assure you it is not at all easy to find partners like them. I absolutely recommend them.
D. Bricco
We collaborate with them for various projects, especially when our clients come to us with very specific requests. With them you can always count on a super precise, competent and professional partner for your agency.
Alessia Agazzi
Every time I have a doubt, the SHM Studio team is always available and ready to answer. Even after the site delivery, Davide followed me (and still follows me) with patience and professionalism. I feel truly supported! Highly recommended for those looking for continuous and reliable assistance.
Matteo Rinaldi
When I decided to renew my company's image, I was full of
doubts. SHM Studio followed me patiently, listening to every need and
proposing innovative solutions. The new website has received compliments from all
our clients. A truly positive experience!
Riccardo Boschi
Our company was practically invisible on Google, despite our efforts. With the SEO consultancy from Davide and SHM Studio, we finally understood where we were going wrong. After a few months, thanks to constant and transparent work, we reached the first page for our keywords. Highly recommended for those who want concrete results!
5 Minute Studio
Our logistics company needed to modernize its digital approach to stay competitive. A trusted contact recommended SHM Studio, a web agency in Milan, and after an initial consultation, we decided to proceed. Their team provided a comprehensive digital audit, redesigned our website to improve usability, and implemented an SEO strategy that quickly improved our search engine rankings. They also set up analytics tools to allow us to monitor the results. The improvements in our online visibility and lead generation were evident and measurable. I recommend SHM Studio to any company looking for expert digital guidance and concrete results.
Doing tourism marketing in Florence means working in a city that doesn't need any introduction, but where your establishment risks disappearing among thousands of alternatives just a few blocks away. The traveler has already decided on the destination: what they still need to choose is where to sleep, how many nights to stay, and through which channel to book. The work for Florentine hotels, historic residences, and hotel groups revolves around these three choices.
In a market where short-term rental apartments are growing faster than hotels, and where a huge portion of visitors arrive in the morning and leave in the evening, you need clear positioning, a website that truly sells, and campaigns that speak to the right markets. We were born in Milan over ten years ago, we work with companies all over Italy, and for every project, you have a senior person as a direct contact, with no intermediate steps.
What we offer to companies looking for tourism marketing
A reason to choose you
In Florence, the guest compares your hotel with dozens of apartments on the same street. With the Branding let's define what makes you different, whether it's the history of the building, the service, the location, or the experience, and let's translate it into recognizable messages at every touchpoint, from your Google listing to the confirmation email.
Hotel website and booking engine
We create Websites designed for those booking from their smartphone, often from abroad and with limited time. The hotel booking engine is integrated into the user journey, direct rates are clear, and each page answers the doubts that lead to booking abandonment: location, accessibility, services, cancellation policies.
Hotel SEO by areas and experiences
Generic searches for hotels in the city are dominated by portals. With a SEO Strategy targeted we work on more specific searches, linked to neighborhoods, museums, events, and types of stays, where a property with well-curated content can still compete and reach guests who are already close to making a decision.
From day trip to overnight stay
Many visitors see Florence in a few hours and leave. With the Meta campaigns we reach those who are planning their trip with proposals that give them a reason to stay: an evening in the city, an early morning experience, a package that makes an extra night the most convenient choice.
US market and new markets
The United States weighs heavily on foreign presences in the city, and the English must be flawless. With the google ads campaigns you dominate searches for your name in that market and, at the same time, you open channels to other countries, so you don't depend on just one pool.
Requests handled in multiple languages
A Florentine hotel receives inquiries at all hours and from every time zone. With AI and automation we prepare quick and consistent replies in multiple languages, we sort group and event requests, and we leave only the conversations that truly need a person to the front office.
Tourism in Florence in 2025: high demand, low loyalty to the direct channel
The data from Municipality of Florence for 2025, processed by the Tourism Research Center , they describe a city that keeps on growing. In the first ten months of the year, arrivals exceeded 4 million and guest nights reached 9.7 million, with an 8.5% increase compared to the same period in 2024. These are partial data, but the direction is clear.
Within this growth, however, there is a problem for those who manage a hotel. The same press release shows how the additional guest nights in the first ten months of 2025, compared to the previous year, were distributed among the different types of accommodation. The chart speaks for itself:
Hotels gained about 25,000 guests, the extra-hotel sector 274,000, and tourist rentals 463,000. In other words, new demand ends up mostly outside the hotel circuit, often through platforms that place your hotel next to an apartment with price alone as a comparison criterion. For hotels and hotel groups, the answer is not to chase prices, but to build a brand and a direct channel that give guests different reasons to choose you.
The second theme is tourism that doesn't sleep in the city. Still according to the Municipality, in 2025 daily excursionists were around 8 million, and between January and October permits for tourist buses were 50,333, an increase of 45.3%. It's a huge flow that crosses Florence without overnight stays: even converting a small part of it into stays, with targeted proposals and content, is worth a lot for a hospitality facility.
Finally, market composition: the United States accounts for 29% of foreign visitors in the city. Communicating impeccably with the American public is essential, but such a strong dependence on a single market is also a risk to manage. For this reason, we work on two fronts together: consolidating US guests and gradually opening up European and distant markets, language by language.
Taken together, these data point to three priorities for a structured Florentine property. The first is to stand out from the short-term rental market with a brand and service that price alone doesn't convey. The second is to use content and campaigns to extend stays, attracting those who currently see Florence as just a few hours' stop. The third is to spread risk across multiple markets without weakening the relationship with American guests. The importance of each priority varies from hotel to hotel, which is why we always start with your booking data, not a one-size-fits-all recipe.
Incentives for tourism marketing in Florence in 2026
As of 06/10/2026, the Florence Chamber of Commerce has two OPEN measures for micro, small, and medium-sized enterprises in the metropolitan area: one for the sustainable transition of tourism businesses, and one for internationalization.
| Tool | Status | Period | What it covers |
|---|---|---|---|
| Support measure for the sustainable transition of micro, small, and medium-sized tourism enterprises in the Metropolitan City of Florence year 2026 Florence Chamber of Commerce | Open | from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026 | Only tourism MSMEs and only investments in goods (charging stations, e-bikes, efficient lighting, water saving): 50%, maximum 3,000 euros. It does not cover marketing, consulting or digital services. |
| Support measure for the internationalization of micro, small, and medium-sized enterprises in the Metropolitan City of Florence year 2026 Florence Chamber of Commerce | Open | from 11:00 AM on 09/24/2026 to 4:00 PM on 12/31/2026, subject to availability of funds | Micro, small and medium enterprises of the metropolitan city of Florence: 50% of expenses, maximum 7,000 euros, for trade fairs in Italy and abroad and services, including foreign language digital marketing campaigns, digital export managers and consulting. |
Be careful not to confuse them. The call for tourism businesses is only for assets and investments for sustainability, from charging stations to efficient lighting, with a 50% contribution up to 3,000 euros: it does not cover marketing, consulting, or digital services, so it does not fund websites, SEO, or campaigns. The call for internationalization, on the other hand, is open to all SMEs in the metropolitan city and, among the services in line 3, with a maximum of 2,500 euros, it explicitly mentions digital marketing campaigns in a foreign language. It can therefore be relevant for a campaign targeting foreign guests, but eligibility requirements and expenses must be verified in the official text before any commitment: let's not assume that an expense is eligible. If the contribution arrives, great; however, the strategy must stand on its own even without it, because a call covers only a part of the expense and for a limited period, while the direct channel must be built and maintained over time.
Case study: Spaesati, tourism and content in Tuscany
Spaesati is a tourism project in Tuscany, not Florence, for which we handled editorial design, keyword research, SEO, and social media and community management. The work started from a simple question: how do people search for a place to discover? From there, we organized the content by themes and experiences, making it easy to find and enjoyable to read. There are no published numerical results for this project, and we are not showing any.
Why does it matter to you if you have a structure in Florence? Because the same method is needed to turn a passerby into a guest who stays: content that tells the story of the city beyond the beaten path, experiences to live in the evening or early morning, a community that continues to follow you after your stay. In a city so visited, the curated storytelling of the territory is also what sets you apart from any ordinary listing: it shows that you know the city and can advise your guest, and it's an extra reason to book directly with you. You can see the project in the portfolio: Disoriented .
Do you want to figure out how much of your demand still goes through portals and what you can bring back to your website? Book a free 30-minute audit : we answer you with a senior person, not an automated form.
FAQ
The FAQ section was created to offer clear and concrete answers to those who, hearing about web agencies, might wonder what benefits they can truly gain from a team of professionals.
It includes the positioning of the structure with respect to short-term rentals, a multilingual website with an integrated booking engine, SEO for neighborhoods, museums, and experiences, campaigns on Google and Meta divided by market, and automated management of requests in multiple languages. In Florence, differentiation is especially important: with so much supply concentrated in the center, the guest must understand in a few seconds why they should choose your hotel. We decide the order of interventions together, starting from your booking data.
First, by securing searches for your name, because many guests find you on a portal and then search for you on Google: if they find a clear website and a concrete advantage there, they book with you. Then by working on the booking process from smartphones, on direct rates, and on offers that encourage staying an extra night. Finally, by nurturing the relationship with those who have already been your guests, as they are the easiest audience to bring back to the direct channel.
English is mandatory, and it must be written for an American audience as well as a European one: according to the Municipality of Florence the United States account for 29% of foreign stays. We choose the other languages based on your property's data and the markets you want to develop, to reduce dependence on a single country. Each activated language must be truly cared for, with its own content and research, not just translated.
Yes, with some limitations. As of 10/06/2026, there are two open calls from the Florence Chamber of Commerce for SMEs in the metropolitan city. The one for the sustainable transition of tourism businesses (from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026) covers only goods, not marketing. The one for internationalization (from 11:00 AM on 09/24/2026 to 4:00 PM on 12/31/2026, subject to fund availability) includes foreign language digital marketing campaigns. Always check the requirements in the call for proposals text.
For a group with multiple properties in a city, the risk is that hotels compete with each other on the same searches. We define a distinct positioning for each, by segment, audience, and experience, and keep it within a single brand direction, website, and campaigns. You have a senior person as a point of contact for the entire group and a unique data analysis, showing which property and which channel bring direct bookings and which markets are worth developing.
Turning it into a concrete reason to choose you, not a page of historical notes. The palace, the rooms, the artworks, and the anecdotes become content for the website, Google My Business, social media, and confirmation emails, written for a foreign traveler comparing your property with an apartment on the same street. With the Branding let's give this narrative a recognizable and consistent tone in every language. The story works when it connects to the guest experience: a frescoed room, breakfast in a historic hall, a guided tour of the building.
