Barcelona Friday, May 19 2023 09.00 - 13.00

Scale Luxury

Luxury Accommodation Event

Sirreti & Onefinestay

Half-Day Conference Focusing on the Luxury Accommodation Market

Scale Luxury

Whether you’re looking to start or expand your inventory at the luxury level, or you’ve been managing high end properties for some time, make attending Scale Luxury on May 19 a part of your plans this year!

This half day event will be comprised of panel discussions, presentations, including Q&A talks on “Defining Luxury”, “Servicing the Wealthy Guest” and “Understanding why luxury STR property managers are more profitable”.


Why Attend?

Defining What Luxury Is

A property whose standards of operation & physical characteristics are considered substantially higher than the average property

Ultra High Net Worth

Understanding the needs and wants of the wealthy guest - from initial enquiry to post stay follow up

A Focus On Profitability

Learn why luxury STR property managers can be more profitable than non luxury operators


Top industry Experts

Wolf Worster Sirreti

Wolf Worster

Founder of Sirreti

Wolf is the founder of Sirreti, The Sirreti List and Sirreti Reach.

Wolf has worked in the luxury vacation rental sector for 18 years when he founded Wolf Worster Villas (name changed to Volta Villas, and eventually sold), a boutique ultra luxury villa rental agency with a focus on the global UHNW market. The company’s client and homeowner base included political figures, business leaders and celebrities. He has managed properties in 18 international markets with an average weekly rate of US $92,000+. His company has been featured in Forbes, Robb Report, Sunday UK Times, Vancouver Sun and E-Entertainment TV. RTL German Television produced and aired a documentary segment on his properties and business.

Over the years, Wolf has consulted at global events on luxury private accommodations for heads of state, including two G7 Summits and the 2010 and 2012 Olympics.

Wolf is an active committee member for the Vacation Rental Management Association and a founding advisor of the Greece Villa Stay Awards.

Wolf resides in Marbella and is the proud father of two young men.

Michael Friedman

Chief Operating Officer, The Americas, Onefinestay

Michael has over 28 years of hospitality, vacation rental, real estate, and travel and tourism experience. He has created, led, and implemented successful sales teams, sales training and development programs that increased revenue, market growth, and expansion.

His programs have grown businesses by 40% to 1000%. He is a growth-oriented professional with leadership skills at both the Vacation Rental franchise, property management, vendor and development sales and marketing level. As a thought leader, Michael provides industry expertise in the hospitality and vacation rental vertical focusing on outbound sales/owner acquisition, network growth, operations, and marketing plan development and execution.

He is also the Co-Founder of Vacation Rental University (VRU), an online academy that educates, trains, and supports the VR industry. VRU was founded to fill the massive void in education and training in a fragmented industry. Michael has a passion for developing others and has consulted with individuals as an executive coach and mentor.
Michael resides in Madison Wisconsin and Boston Ma, where he enjoys playing golf, swimming, Dining out (in Boston) and skiing.

He’s an avid college and professional football fan, (Wisconsin Badgers & Green Bay Packers season ticket holder) and devoted father of two grown sons who reside in Madison, Wisconsin (his home state).

Iain Beaumont

Founder of VUMO

Iain has been intimately involved with the UHNW travel industry for over 5 years, with extensive experience in managing luxury estates and exclusive use properties in the United Kingdom.  Most notably was his time as the Director of Events & Hospitality at Cowdray in West Sussex where he managed a portfolio of high-end accommodation and hospitality venues, including the ultra-exclusive Cowdray House, where day rates started from £23,000, with guests included international pop stars, Premier League footballers, Hollywood A listers and owners of multinational conglomerates.

Prior to his time in the world of luxury hospitality, Iain was a Captain in the British Army and worked as a Director at Morgan Stanley in London.  More recently Iain formed an agency called VUMO Digital that partners with international clients across both luxury hospitality, lifestyle and fashion to deliver seamless user experiences and enhance brand presence to the most discerning audiences.

In his free time, Iain enjoys exploring his stomping ground in The Cotswolds with his dog, Jake, and getting out in his boat when the English weather permits.

Danielle Barker will be speaking at Scale Luxury

Danielle Barker

Managing Director Little Harbour Estates, Anguilla

Danielle has been involved in the UHNW Travel Industry for over 10 years. She is currently Managing Director at Little Harbour Estates, Anguilla. Little Harbour Estates is a collection of 3 stunning fully staffed private villas with per week rates that range from US $65,000 in low season through to US $187,000 in peak season. The villas are a favourite amongst celebrities, sports stars and UHNW individuals and their families.

Danielle spends her working life not only growing the business and increasing revenue but also cultivating and providing the ultimate service for the villa guests. This involves not only the day to management and liaising with clients but also continual support and training for all the staff and villa teams to understand what it really means to service the luxury guest.

Outside of her working life Danielle divides her time between Hove on the South Coast of England and Anguilla. She is a devoted mother to 5 children and 3 step children (all grown up now) and when she has time for herself enjoys yoga, nights in with the family and nights out with good music.

Claire Hagen

Head of Social Media & Communications at Fraser Yachts

Claire is a multi-award-winning social media expert and has a track record for delivering digital innovation and audience growth across yachting, luxury hotels, book publishing, music and entertainment in international markets. With over 8 years of working in social media, she has launched over 30 successful brand accounts on Instagram and Facebook.

Claire has achieved record breaking results – her most popular video achieved 47 million views with a company record-breaking 85 million impressions on Facebook alone that delivered the most traffic ever to the website. It remains the most viewed yachting video of all time on Facebook. Claire also created a TikTok account and grew it organically from 0 – 52k followers including a video that attained 1.7 million hits.

Claire’s awards include Best Use of Social Media 2018 for a campaign for Park Plaza called ‘London Revealed’ and she was featured in the Evening Standard for her work on the opening of London’s Trafalgar Hotel.

An expert in Google analytics, keywords and all paid social AD platforms including Pinterest, TikTok and LinkedIn, Claire has also successfully utilised social media to market book tours and sell-out events for names including Tom Hanks and Richard Branson.

Lucy Sassoon


Lucy is a highly experienced British voice over artist and on air presenter with 20 years of experience and over 10,000 Voiceovers to date in TV, Radio, Explainers and Corporate Productions. Lucy was the station voice of Channel 5, ITV1, ITV2, The Bio Channel and Sci-fi Channel as well as a regular promo voice across  BBC1, BBC2, Channel 4, Sky Movies, E4, Discovery UK, The History Channel and leading radio stations across the UK, Spain and Australia.  She has extensive on screen TV experience as a weather presenter and advertorial presenter on live broadcast TV.


Get Your Ticket For Scale Luxury


The Short Stay Week ticket includes the SEO Summit, Everybody Talks Workshop, Web 3 in Travel, Book Direct Show and Scale Luxury.

It does not include access to the Scale Rentals Show. If your company manages 25+ properties, please visit the Scale Rentals Show conference website.

Please also note that Short Stay Week ticket pricing will increase as the event dates approach.


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